ContentTECH is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

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.

Our ContentTECH Summit Mobile app is launched so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, it helps us with room planning. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

Please note that session dates and times are subject to change.

Download the app

Constellations of Content: Metadata Strategy for Beautiful Nerds

Anna McHugh (Marketing content librarian and curator, Red Hat)

Location: Mission Hills

Date: Wednesday, April 10

Time: 1:20pm - 2:05pm

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

Track: Content Management & Measurement

Session Type: Breakout Session

Vault Recording: TBD

Audience Level: Intermediate

Blending quantitative and qualitative analysis in collaboration with your peers is the best way to get the most out of your B2B marketing content. Learn how to evaluate your content universe and information architecture so you can build "constellations of content" that empower you to execute your editorial priorities, repurpose your best ideas, and build a meaningful dialog with your audience.


- Build a metadata strategy that complements your marketing objectives and measurement benchmarks so you can audit, analyze, and reuse content on all your marketing channels.
- Find opportunities to use your content in a modular, flexible way so you can focus on content strategy, not just content creation.
- Take charge of content bloat by using multidimensional performance data and persona research to prevent the creation of unneeded content.
Identify and promote existing content that is ideal for education, lead acquisition, nurture, and lead-to-customer conversion.