Andrea Ames

Andrea Ames

Andrea Ames teaches organizations how to leverage content to grow business and how to build content creator skills and capabilities for measurable impact. Recognized in 2016 by MindTouch as one of the Top 25 Content Strategy Influencers, Andrea is a content experience strategist and founder and CEO of Idyll Point Group. She is also the Program Chair for UCSC Silicon Valley Extension certificate program in technical writing and communication, where she teaches content design and architecture, human factors, and usability courses.

Andrea is a sought-after keynote speaker and workshop leader with almost 30 years of content experience and the author of numerous journal and magazine articles and two technical books. She is a Fellow and past President of Society for Technical Communication, a Distinguished Engineer of the Association for Computing Machinery (the first content professional to achieve this distinction), a Senior Member of the Institute for Electrical and Electronics Engineers, a member of the Association of Teachers of Technical Writing, and a member of numerous other professional associations.

[Keynote] Human vs Machine: Conflict or Collaboration?

Unless you have been vacationing on Mars for the past couple of years, you know that AI, machine learning, and cognitive computing are the hottest things in digital experience since HTML 1.0. And as a savvy content professional, you know that 80-90% of the digital experience is content. Content is the conversation we have with our prospects and our customers. Content carries the client relationship into the digital realm.

So how does content fare in this new, smarter digital space? What impact does machine-based experience have on the content that we create and the content experiences we want our customers to have? Must we learn an entirely new way of doing things? Or is the Machine Age just forcing us to adopt content-creation approaches that we should have been using all along? Is the development of human-readable content in conflict with the processes and designs we must follow to create good machine-processable content? Or is the content more similar than not?

In this opening keynote address, content experience strategist, Andrea Ames, will discuss the importance of making our content both human-readable and machine-processable. You’ll discover how doing so can help you ensure you are providing the best content experiences possible.


[Mini-Workshop] Content Architecture: Where Humans and Machines Agree


If there’s one thing about content on which humans and machines can agree, it’s consistency — particularly architectural consistency. Often the format, markup language, or content management approach that you use is far less relevant than the output of the content—the deliverables, themselves—in the success of content for both humans and machines. This is somewhat controversial, as much of the discussion of “structured content” dives directly to the underlying format—even though the architecture and design of the resulting experience and content within that experience should be driving those more technical decisions.

Arguably, the most critical aspect of structured content—“the architecture”—drives the success of the content for people and machines. The pitfalls of leaping directly into a technology discussion—about XML, content management systems, etc.—vs. spending the right time and focus on design can often lead to significantly less successful content, rework, and additional cost.

Attend this mini-workshop with Andrea Ames to better understand content modeling at the deliverable and experience level—not at the individual article or topic level. You’ll learn about an approach for accomplishing great content architecture (one that can save time, reduce costs, and help you use your limited resources wisely). And, you’ll discover the steps you’ll need to follow in order to successfully create—and validate—your own content modeling approach.