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ContentTECH Summit Schedule Viewer

View, browse and sort the ever-growing list of sessions by pass type and track. Filter by pass type to see which sessions your pass makes you eligible to attend.

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Automation and Creative Aren't Enemies: Structuring Great Marketing Content for Scalability and Personalization

Noz Urbina (Omnichannel Content Strategist, Urbina Consulting)

Location: Marina Ballroom

Date: Tuesday, April 9

Time: 3:35pm - 4:05pm

Pass Type: All Access, Main Conference, Main Conference Plus

Session Type: General Session

Vault Recording: TBD

Audience Level: All

As digital technology insinuates itself ever deeper into all aspects of our lives, we often come up against a cliché: creativity and the rules-based world of automation-ready content are at odds. It's rules vs art. This session calls "bull" on that premise and talks about how an enterprise can, and why an enterprise must, embrace rules-based content creation; with a twist. Rather than giving up, we'll look at how structure and great creative work together to support scalable, omnichannel strategies. We'll take lessons from diverse fields and real projects to see how great art often colors within the lines, provided the lines are well drawn.