Structured Content:

A Marketer's Secret Weapon

When writing content for marketing, we have to keep in mind that users will access our content through a wide variety of channels, across different platforms, and will likely only scan content and see fragmented bits and pieces of what we’ve written. Marketers can actually use this to their advantage by writing content that is structured. By creating digital content that is super flexible, searchable, and reusable, marketers are discovering that they can more easily scale their content marketing efforts. Structured content is a methodology that enables customers to find your content more easily online, and allows your team to redeploy it more efficiently into multiple formats and media types.

In this webinar, you will learn how to write structured content so that you can:

  • Create higher quality content
  • Publish more frequently to other sites
  • Provide your readers more timely and relevant content
  • Gain more exposure and get more return on investment from an original piece of content

Speaker Bios

Joe Pairman


Lead Consultant, Mekon
Joe Pairman started out his career in structured content at HTC in the Global Marketing Division: where he got his start as a writer; then as the lead technologist for the user education team, using sound content engineering to create and sustain new mobile and web experiences. Now a Consulting Practice Lead at Mekon, Joe has helped global clients from healthcare to software transform the way they work with content, by improving efficiency and meeting users’ real information needs.

matt dion headshot


CEO, Mintent
Matt is the CEO of Mintent (, a content marketing automation software company. With a career spanning 20+ years, Matt is a consummate thought leader in the areas of digital marketing, experience-driven commerce, commerce strategy, marketing, and business development. His unique insights on how executives can build digitally-enhanced experiences that unlock new value have been featured in TechCrunch, CMSWire, Huffington Post, Internet Retailer, Get Elastic ecommerce blog, Retail Online Integration, and Chain Store Age. Matt is also a much sought-after speaker, having presented at Adobe Summit, Enterprise World, Digital Entertainment World, Luxury Interactive, Digital Hollywood, and others.

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