What Every Marketer Needs to Know About Structured Content

These days, as content marketers, we publish hundreds of content assets a year– everything from advertisements, blogs, briefs, emails,  news releases, presentations, training materials, videos, webinars, social, and more. No matter what we’re writing at any given time, we have to keep in mind that users will access our content through a wide variety of channels, across different platforms, and will likely only see fragmented bits and pieces of what we’ve written. Writing structured content turns this into an advantage, by making your digital content super flexible, searchable, and reusable. That is why more and more marketers are discovering the utility of structured content as a way to scale their content marketing efforts.

Think of it as a methodology that enables customers to find your content more easily online, and allows your team to redeploy it more efficiently into multiple formats and media types. In combination with a strong content marketing strategy, structured content is an essential ingredient to content success.

In this webinar, you will learn:

  • The fundamental patterns in structured content, and when to use each one

  • How taxonomy lets you set rules for navigation — and when to stop making rules!

  • How to write for an open world where anyone can remix your content as they want

Join us and special guest Joe Pairman on Sept 20th at 1pm EST/10am PST,  for a crash course on structured content, and how to start using it to your advantage today.



Speaker Bios


Consulting Practice Lead, Mekon 

Joe Pairman started out his career in structured content at HTC in the Global Marketing Division: where he got his start as a writer; then as the lead technologist for the User Education team, using sound content engineering to create and sustain new mobile and web experiences. Now a Consulting Practice Lead at Mekon, Joe has helped global clients from healthcare to software transform the way they work with content, by improving efficiency and meeting users’ real information needs.


CEO, Mintent

Matt is the CEO of Mintent (www.getmintent.com), a content marketing automation software company. With a career spanning 20+ years, Matt is a consummate thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marketing, and business development. His unique insights on how executives can build digitally-enhanced experiences that unlock new value have been featured in TechCrunch, CMSWire, Huffington Post, Internet Retailer, Get Elastic ecommerce blog, Retail Online Integration, and Chain Store Age. Matt is also a much sought-after speaker, having presented at Adobe Summit, Enterprise World, Digital Entertainment World, Luxury Interactive, Digital Hollywood, and others.