In 2009 Minnesota Interactive Marketing Association (MIMA) and Minneapolis College of Art and Design (MCAD) have teamed up once again for their second year of Conversations About the Future of Advertising at the Fine Line Music Cafe in Minneapolis. Due to scheduling conflicts I was unable to make it to the first conversation, but last night I had the privileged to attend “Content Strategy – The Care and Feeding of Your Biggest Brand Asset” by Kristina Halvorson. The overall message was pretty good though I found my mind wandering towards the end of the presentation. The cornerstone of the presentation was that content strategy should be at the center of the process of building online advertising campaigns. In most cases content is an afterthought that is put off until the end of the project and is general just slapped together in a hap-hazard fashion. The end result is an advertisement that may have an amazing design and/or functionality but has limited use to the target market due to poor content. This poor usability for the target market will then equate to poor return on investment for the purchaser of the advertising.

Video of Content Strategy – The Care and Feeding of Your Biggest Brand Asset” by Kristina Halvorson