DrupalCon Los Angeles 2015: Making Content Strategic before “Content Strategy” Happens

This talk focuses on the importance of establishing strategic messaging before developing a content strategy for websites. Shannon O’Malley, creative director and strategist at Kalamuna, explores how to create compelling messages that drive user action rather than relying solely on aesthetic design. The session highlights the integration of marketing and advertising tools to foster meaningful content generation, emphasizing positioning, competitive research, and the role of strategic messaging in shaping information architecture.