Web traffic continues to grow at a rapid rate, making the Web an increasingly important channel for customer transactions. A key driver for ensuring success with customers online is providing quality, compelling content on a consistent basis. In the online environment, content carries the conversation with customers.

This growing dependence on quality content represents a significant challenge for many companies who have traditionally used their marketing departments to produce customer content. As companies wrestle with the need to either create greater content ownership dispersed within their business or create a more significant centralised content creation capability (or a combination of both), there are significant organisational, people and process challenges, as well as ensuring effective adoption and usage of content management systems.

Hilton International, which develops, owns or manages more than 400 hotels, that includes some of the world”s best known and most highly regarded hotels, developed a content strategy to support the major launch of its new websites in 2003, supported by the adoption of a new content management system. Hilton will be presenting a case study on its approach, challenges and successes.

The case study will be followed by a roundtable discussion to identify some of the ideas, experiences and solutions that are helping member companies to successfully develop and implement their content strategies, to mobilise the organisation and ensure that content is regularly updated.

If you are involved in marketing, content strategy and ownership and want to know more about delivering value to your organisation, please join us for a case study from Hilton, followed by a roundtable discussion to address these important issues for what is sure to be a stimulating session.