Do You Want the Bad News First? Or the Good News?

If the digital transformation in business has taught us nothing else, it has shown us that content is critical. And the more digital our businesses become, the more critical the content becomes. More and more often, the conversation with a prospective customer begins with, and is carried by, content, and as it has ALWAYS been, most of the relationship with the customer AFTER the sale is maintained through content — OUR “support” content, whether it’s documentation, product training, or problem-resolution information.

As a result, shouldn’t we be seeing more acknowledgement, appreciation, and accolades for our contribution to this phenomenon? You would think so, but typically, no. Why not? You might have noticed that the “anyone can write” sentiment in our organizations has grown and is often the de facto sentiment. Like the “Kleenex” problem (a brand co-opted to describe a generic item, the “tissue”), content has become so ubiquitous that the business tends to take it for granted. And we’re not helping: As individuals and teams I see my coaching and consulting clients placing highest importance on communicating “the value of content” to their stakeholders.

Okay, I didn’t really give you a chance to choose good news or bad — I just gave you the bad news. Join me for this keynote presentation to hear the good news: I have the proven solution to this problem, and I’m going to share it with you! I’ll give you a hint: It’s my new favorite “dessert.” And you’ll have to join me to get a taste.

Meet the presenter

Recognized in 2018 by Relevance as one of the Top 25 Marketing Thought Leaders, in 2017 by [A] as one of the Top 25 Masters of Multichannel, and in 2016 by MindTouch as one of the Top 25 Content Strategy Influencers, Andrea is a sought-after keynote speaker, workshop leader, consultant, and coach, as well as the author of numerous journal and magazine articles and two award-winning books. A 35+-year veteran in the post-sales content industry, a customer retention and content experience strategy consultant and coach, and the founder and CEO of Idyll Point Group, Andrea’s passion is helping businesses to make their customers wildly successful. She teaches content teams to operate like a business, develops superstar content leaders in her coaching programs, and provides customer-retention education and coaching for businesses of all sizes.

Andrea is the host of the After the Sale podcast and the Executive Editor of STC’s Intercom magazine, as well as a Certified Online Training Professional (COTP) and the curriculum designer and Program Chair for the UCSC in Silicon Valley certificate program in technical writing and communication, where she also teaches content design and architecture, human factors, and usability courses. She is a Fellow and past President of STC, a Distinguished Engineer of the ACM (the first content professional to achieve this distinction), a Senior Member of the IEEE, and a member of numerous other professional associations.

When she’s not a guest on entrepreneurial and content podcasts, consulting with content leaders in large enterprises, teaching technical communicators, or coaching entrepreneurs, Andrea teaches quilt making and design, kayaks, and walks her dogs 2+ miles every day — typically while binging on podcasts and audio books. You can connect with her on FaceBook (, LinkedIn (, Twitter (@aames), or Instagram (alames).

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