Content Strategy Applied

Host: Scott Abel 

Scott Abel, aka The Content Wrangler, is an internationally-recognized content management strategist and social networking choreographer whose strengths lie in helping global organizations improve the way they author, maintain, and deliver information. In addition to his popular business blog,, an online resource for content professionals, Scott maintains several online communities on Facebook and Linkedin, and is a popular and influential technology blogger on Twitter.

He also co-produces several content industry events, including the Web Content ( and Intelligent Content ( conferences. Keep track of what Scott is thinking about via Twitter (, and what he's doing via Facebook (

Keynote: Margot Bloomstein

Margot Bloomstein is the author of Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012) and principal of Appropriate, Inc., an independent brand and content strategy consultancy based in Boston. She crafts brand-appropriate user experiences to help retailers, universities, and other organizations engage their target audiences and project key messages with consistency and clarity through both traditional and social media. The rogues' gallery includes Timberland, Tufts University, ECCO Shoes, Fidelity, Liberty Mutual, Philips, Lindt and Sprungli, Furman University, and Harvard University.

A participant in the inaugural Content Strategy Consortium and featured speaker at SXSW 2013, Margot speaks internationally about content strategy. Recent engagements include CS Forum London and Cape Town, Content Marketing World, IA Konferenz Germany, Confab, and Web 2.0. Find her blogging infrequently at Appropriate, Inc. and tweeting prolifically at @mbloomstein.

Keynote: Sara Wachter-Boettcher

Sara Wachter-Boettcher is an independent content strategist, writer, and editor based in Philadelphia. She's the author of Content Everywhere from Rosenfeld Media; the editor in chief of A List Apart, a magazine about web content, culture, and code; and a contributor to publications like Contents and the Pastry Box Project. When she's not helping clients design systems for flexible, adaptable content, you'll find her speaking at conferences like Confab, the Content Strategy Forum, Mobilism, Web Directions, UX Week, and Breaking Development.

Scheduled speakers

Diane Murphy - Facebook

Diane is fast approaching her 10-year anniversary of developing content for some of the world's most well-known user interfaces, including eBay, PayPal and most recently, Facebook, where she is dedicated to writing and designing for the site integrity and photos teams. At PayPal and eBay, Diane led the content strategy efforts for each site's resolution centres, whose purpose is to offer users a quick and easy self-service route to customer service. Before moving to California, Diane worked as a writer at Interbrand, a leading brand agency in New York. She currently lives in San Jose with her husband and two young sons.

Deb Aoki - Citrix

As senior information experience designer, Deb uses both her 15+ years of experience in interactive/online content development and marketing, plus her 20+ years of experience in comics/illustration to facilitate brainstorming, develop storyboards for user testing, and illustrate user personas and flow scenarios to drive customer-centric product development.

Jason Belcher - eBay

Jason Belcher is a Sr. Product Content Manager at eBay. He has previously worked for General Electric, Telos, consulting positions, and served at the Pentagon as a U.S. Navy Public Affairs Officer. He graduated with a master's degree in communication from Stanford and a bachelor's degree in psychology and journalism from the University of Wisconsin-Madison. Jason holds a California real estate broker's license, and is also an avid fan of aviation and photography.

Deborah Bosley - Plain Language Group

Dr. Deborah S. Bosley is Owner and Principal in The Plain Language Group and Professor Emerita of English (Technical Communication) at UNC Charlotte. As an international expert in the use of plain language, she has spent the past 20 years working in private and public environments helping attorneys, corporations, government agencies, and non-profits create written information that is easy for people to understand and use. The Plain Language Group, with its experienced team of information designers, plain language writers, and usability experts, works primarily with Fortune 100/500 companies, including three of the largest banks in the U.S.

Rebekah Cancino - Forty

Rebekah Cancino is a communication strategist and web writer at Forty, an experience design agency based in Phoenix, Arizona. Before that, she started out in marketing, gradually fell in love with UX and IA, and eventually ventured out on her own for a bit as an independent content strategy consultant.

These days, she works with a tight-knit team to design clear, delightful digital experiences on the web that both meet user needs and achieve the business objectives required to sustain them. Besides that, she co-organizes Phoenix Content Strategy Meetup, ardently advocates use of the Oxford comma, and tries her best to avoid all kinds of cacti.

Pam Didner - Intel

Pam Didner, selected as one of BtoB's Top Digital Marketers in 2011 and 2012, is the Global Integrated Marketing Manager for Intel. She has led Intel's Enterprise product launches and worldwide marketing campaigns. Didner is an expert in creating successful global marketing plans that meet local marketing needs. Pam develops and manages Intel's worldwide Enterprise and Small Business Strategies. She also provides strategic guidance on audience development, messaging architecture, editorial planning, content creation, media buys and social media outreach on a global scale. She shares her marketing thoughts on her site: Pam is also a guest blogger for Huffington Post, BtoBlog and Content Marketing Institute.

Kristine Kelley - Grant Thornton

Kristine Kelley, head of editorial and content strategy at Grant Thornton LLP, has many long years of experience in communicating with folks on their terms. A journalist back in the day, Kristine has written about beer, hazardous waste, travel, professional services and mobile phones. She now bosses other people around and puts a very strong emphasis on writing for digital - particularly mobile. Kristine lives north of Chicago with her husband, two of three sons (one's out!) and two adolescent kittens.

Sabine Rioufol - eBay

Sabine Rioufol manages the Language Specialists at eBay in the Localization Department. They localize the site in 12 languages and her job is to ensure the team has optimal processes and tools to deliver the best quality to eBay users across the globe. Prior to working at eBay, Sabine was a Sr. Translation Manager at eTranslate, a company which embraced the emergence of new web sites and built a community of translators to service major clients across the world. She holds a BA in American and English Literature from the Lyon III University (France), and an MA in Translation and Interpretation from the Monterey Institute of International Studies.

Savitha Varadan - eHealth

Savitha Varadan is a veteran of online content strategy and content marketing. She's helped a variety of companies achieve their business goals with effective content strategies, including Travelocity, PeopleSoft, Wachovia, eBay, Symantec, and eHealth. She's written two books about online travel and taught web content strategy for San Jose State University's ecommerce credential program. She's also spoken several times about localization and CMS strategies and best practices. Savitha currently works as Editor in Chief at eHealth in Mountain View.


Erik Ojakaar - eBay

Erik has 15+ years of experience observing consumers interact with content and products. As leader of eBay’s Mobile User Research his focus is not only to improve the current experiences of eBay's apps and mobile web but also to identify opportunities in the evolving multi-screen ecosystem. Prior to eBay Erik was Principal Researcher for the redesign of Yahoo’s Front Page and strategic mobile initiatives.


Bryan Wright - PayPal

Bryan Wright is a born creative who firmly believes in the power of storytelling, no matter the medium. Whether he's shooting music videos, editing or producing corporate films, recording rock albums, writing automatic system-generated emails and website content, or capturing the essence of a scene in a single photograph, his desire to tell a simple, complete story remains constant.

As a writer, he has used that drive over the last 24 years to produce every imaginable kind of storytelling content for some of the largest Fortune 500 companies in the world. Most recently as professional videographer and photographer, Bryan designed, built - and now operates PayPal's video and media production services facility, acting as director, scriptwriter, story consultant, lighting technician, camera operator, audio recordist, editor, and more. The facility produces all manner of video, and serves the needs of PayPal products known around the globe.


Caryn Cardello - LinkedIn

Caryn Cardello is a writer, editor, and content strategist at LinkedIn. She's also written and edited for PayPal, Wells Fargo, PeopleSoft, and a bunch of other companies. She has an MFA in creative writing from the University of Arizona, a background in journalism, and used to teach at California College of the Arts. She lives in San Francisco.


Sarah Krznarich and Anna Hrach - Ethology

As one half of the dynamic content strategy leadership duo at ethology, Sarah works across disciplines to infuse meaningful content planning into all aspects of her clients' digital footprints. Krznarich has more than 15 years of editorial, marketingand communication experience. She's led content strategy initiatives in a range of industries, including magazine publishing, higher education, finance, hospitality and entertainment. Her case studies appear in The Project Guide to User Experience, by industry-veteran Russ Unger, and Content Everywhere, by Sara Wachter-Boettcher.


As the other half of the dynamic content strategy leadership duo at ethology, a Scottsdale-based digital strategy agency, Anna Hrach spends her days developing smart strategies, crafting engaging content and working with a team of interactive experts to produce the best digital experiences possible for her clients. She's also a co-organizer for the Phoenix Content Strategy Meetup, has a not-so-secret love affair with portmanteaus, and is very aware she doesn't tweet nearly as much as she should.


Eunice Louie - Google

Eunice Louie is a lead editorial content strategist for Google's consumer operations team, which provides global customer support through online help centers and communities reaching nearly 100M users per week. She helps develop content, maintenance strategies, and standards for content quality.

Prior to joining Google last May, she was a manager and writer for PayPal's Global Content department for more than seven years working on numerous initiatives including internal public relations, content strategy, content metrics, and book publishing. Before PayPal, Eunice spent 15+ years in television and video production. She's an Emmy award winning television producer for shows like "Evening Magazine," "Bay Area Backroads," and "London Tonight." Eunice graduated from U.C.L.A. with a bachelor's of arts degree in Mass Communications.


Kevin Nichols - SapientNitro

Kevin has worked in digital and interactive technologies for over eighteen years. In 1995, while completing his graduate studies at Harvard, he interned at the Sabre Foundation. He went on to work in Bosnia and Herzegovina, where he conducted media relations and acted as Webmaster for the Physicians for Human Rights website (during that time PHR was awarded the Nobel Peace Prize). Returning to America, Kevin worked as a contract consultant, before taking a position at Sapient. Kevin then went on to play a key role in launching MITOpenCourseWare, an effort that changed how universities impact the world. Later, as a senior consultant at Molecular, Kevin was responsible for 1MM+ accounts of Fortune 100 global brands like HP. In 2007, Kevin started his own consulting firm. He helped Sapient refine its User Experience approach and overall methodology. He is currently a Director and the Global Practice Lead for Content Strategy at SapientNitro. Kevin produces much thought leadership in Content Strategy and is a recognized thought leader internationally.


Michael Haggerty-Villa - Disney

  Michael Haggerty-Villa is a content strategist and user experience lead at Walt Disney Park and Resorts Online, the organization that supports web and mobile experiences for Walt Disney World, Disneyland, Disney Cruise Line and other Disney vacation destinations. Before his time with Disney, Michael worked as the lead content strategist for the eBay Design Systems Group and participated in numerous projects for eBay, including fashion, professional selling, and trust and safety. Michael has also worked as a product and web content manager for AT&T Interactive, DIRECTV, and various financial and automotive companies. His most important current project is raising three children under the age of 4. They think content strategy is not nearly as much fun as Disneyland.


Stephanie Henry - Benefit Cosmetics

Stephanie Henry heads up U.S. social & digital content at global beauty brand Benefit Cosmetics. She holds an MFA in user experience design & takes from her background in journalism, magazine publishing & agency-side content strategy. She now gets to fuse her roots as an editor with her passions for technology and innovative, integrated digital campaigns.


Matt Hobbs - National Builder Supply

Matt Hobbs is a Senior Content Strategist at National Builder Supply down in Atlanta, Georgia. He leads up all content and SEO initiatives for, an ecommerce site in the home improvement space.




Amanda Mahan and Lisa Dini - Clorox

Amanda brings a blend of digital content strategy and creative thinking to The Clorox Company where she works on key brands including Clorox Liquid Bleach, Hidden Valley Ranch, Kingsford, Glad, Greenworks, Fresh Step, Brita and Burt's Bees. At Clorox, she has defined the methodology for content strategies, developed a break-thru voice workshop and spearheaded creative work such as the Appy award winning myStain mobile app. She also created and wrote the People's Choice Award winning Green Mommy blog for Greenworks. In 2012, Amanda won the Clorox Company Entrepreneur Award for out-of-the-box thinking/ new ideas/ risk taking. Prior to that she's worked as a digital Creative Director on the agency side for over ten years. Amanda lives in the Bay Area and specializes in making addictive red velvet cupcakes.


Lisa Dini is an executive vice president of Current. During her time at Current, Lisa has led content strategy, public relations and client relations efforts for brands including Hidden Valley Salad Dressings, Brita Water Filters, Clorox, Glad and Constellation Wines. Lisa has more than 18 years of experience in high-visibility organizations in retail, global philanthropy and professional sports. Prior to Current, she served as director, public relations for Eddie Bauer, heading both fashion and corporate communications for the tri-channel retailer. Prior to Eddie Bauer, Lisa was Senior Associate at APCO Worldwide leading media relations and special projects for the Bill & Melinda Gates Foundation and their largest grantee, The Vaccine Fund. She began her career in professional sports serving as Assistant Director for the Gary Payton Foundation and as Public Relations Manager for the Seattle SuperSonics of the National Basketball Association. Pushing the limits of her multi-tasking ways, Lisa recently relocated to Marin and is pregnant with twins.


PG Bartlett - Acrolinx

As Acrolinx's SVP of Product Management, PG Bartlett brings eighteen years of experience helping companies use technology to improve how they communicate. PG entered this market in 1994 when he became Arbortext's head of product strategy, product management, and marketing. In 2007, two years after Arbortext was acquired by PTC, PG left to go to Quark as part of their new executive team. At the beginning of 2012, PG joined Acrolinx because he wanted to be part of a group that loves helping their customers create great language.

Lindy Roux - Siteworx

As the Principal Content Strategist, Lindy is responsible for articulating, guiding and overseeing the various content services that Siteworx delivers, including content planning, design, definition, modeling and creation. She has over 15 years of experience creating and managing engaging digital experiences that resonate with required audiences and drive conversion, helping to meet business and user goals. Lindy has worked on a broad range of projects, from enterprise-level websites to intranets, ecommerce sites, experiential microsites, communities, mobile sites and applications, and email and social media campaigns, in a number of verticals, including retail, telecommunications, consulting, healthcare, banking, insurance, pharma and food.