Philadelphia Area New Media Association

Kristina Halvorson on Content Strategy

In November 2016, Philly Content Strategy ( hosted Kristina Halvorson, the CEO of Brain Traffic (, for a comprehensive Q&A session at Indy Hall ( The following answers have been edited for clarity.

What are the challenges of content strategy today?

The joys of content strategy include being able to steep yourself in and dive into a culture/industry, and there are some core challenges that need to be addressed.

Identifying Goals:

The larger business vision contains business goals. Since all business goals cannot be supported, they must be narrowed down and articulated by leadership. The website that you help build needs to help support these business goals. To begin answering the question “what is the goal”, exercises around the user can help force people to get outside their heads. For example, use this exercise: “I am a [ blank ] who wants to [ blank ] so that I can [ blank ].”

Prioritizing audiences:

You have to prioritize your key audiences. There are always different opinions about what is important as priorities change based on the day. Differences in priorities can lead to people not wanting to commit to say “no”.

Making data-driven decisions:

Lack of user research is the killer of digital projects. If there are no actual data points to back something up, it was an assumption and the risk is that you are talking to yourself.

Effective Governance:

Finally, effective governance requires the client to commit to themselves. They have to be honest about what new content they can write over time. Can they really update a blog every 2 weeks? That is real commitment.

How can you plan a career in content strategy?

Content strategy does a good job of bolstering related web disciplines. In general, look at the skill of being able to synthesize and strategize elements towards meaningful goals. Areas for career growth may include editorial planning, product design, UX design, content engineering (structure and modeling), and business. Editorial planning (strategy, design, and voice/tone) is an area where you can really immerse yourself. Do a lot of exploring in these areas.

What is your advice for a freelancer looking for work in content strategy?

At Brain Traffic, we have a full-time writer on staff. With anywhere from 3 to 18 concurrent client projects, we have a network of writers that we rely on. My advice is to reach out to the agencies who deal with web content. For example, web sites in the areas of financial services, healthcare, and publishing. At the generic article level, there are too many content marketing agencies. You want to get in with an agency that deals with targeted, specific, and non-crap content for these types of web sites. Moz’s recommended list of SEO agencies might be a good place to start. Finally, the sexiest clients are sometimes the worst clients.


Identifying Goals

Eight Shapes (
Dan Brown (
Nathan Curtis (

Prioritizing audiences

“Content Strategy for the Web” by Melissa Rach (

Making data-driven decisions

“Just Enough Research” by Erika Hall (

Effective Governance

“Managing Chaos: Digital Governance by Design” by Lisa Weichman (

Content Engineering

Sara Wachter-Boettcher (

Moz’s Recommended List of SEO Agencies


Legal For Design And Tech: Some Business Basics

Legal For Design And Tech: Some Business Basics

Join PANMA and the Society for Technical Communications to learn about key legal issues members of the tech-creative community need to know. Local attorney Heather Winett,, will give pointers for strengthening business relationships and protecting work product, whether you are an independent contractor, startup, employer or employee. Learn how to stay out of court and on task!

What you’ll learn:

  • Selecting and registering a business name
  • Options for business formation (sole proprietorship vs. LLC vs. corporation, etc.)
  • Options for independents to work together
  • Internal documentation for operating a small business
  • Getting it in writing: contracts (terms & conditions; scope of work)
  • Copyright and trademark basics
  • Developing a legal “attytude”: accepting the law for what it is

Date: Thursday, February 23, 2017
Location: Univ. of PA Wharton School, Huntsman Hall, 3730 Walnut Street, Phila PA 19104
Room: 265
Time: Doors open at 5:30. Program from 6pm – 7:30. Networking until 8pm.
Register today:

About the speaker: Heather C. Winett is a sole practitioner in Philadelphia with over 30 years experience in the private, corporate and government sectors. Heather focuses on helping small businesses in a range of industries with startup, transactions, government licensing, and real estate issues. She is admitted to practice in Pennsylvania and New Jersey.

Developing a Mobile Game for iOS & Android

Developing a Mobile Game for iOS & Android

Join us for the new year and learn about designing and launching a game for a mobile platform. You won’t want to miss this event! Joe Kauffman,, a local company, will be speaking about his experience in launching several successful games (one of which was downloaded more than 3.5 million times), what’s involved, and what you need to know to get started.

What you’ll learn:

  • What is involved in building a game
  • What are the tools and how long it takes
  • What makes a good game
  • Walk through “Return to Grisly Manor”
  • Storyboarding and graphic design basics
  • Coding, testing and launching basics
  • How to track results
  • Tools to promote your games

Date: Thursday, Jan 26, 2017
Location: Univ. of PA Wharton School, Huntsman Hall, 3730 Walnut Street, Phila PA 19104
Room: 265
Time: Doors open at 5:30. Program from 6pm – 7:30. Networking until 8pm.
Register today:

About the speaker: Joe Kauffman is the president of Fire Maple Games. Fire Maple Games is a game development studio known for creating “The Secret of Grisly Manor,” which has reached #1 paid iPhone app in 16 stores and has been downloaded more than 3.5 million times. This success was replicated by their later release “The Lost City”. Joe has been building games for 10+ years and loves designing, creating and playing games.

Sponsors – if you’re interested in sponsoring PANMA learn more at:
Join the PANMA Google Group:!forum/panma

PANMA-PhillyCHI-PhillyPUG 2016 Holiday Party

PANMA-PhillyCHI-PhillyPUG 2016 Holiday Party

We’re delighted to announce that PhillyPUG, the Philadelphia Python Users Group, is joining PANMA and PhillyCHI to co-sponsor the celebration of another year in Philly’s creative-tech community. This year, we’ve got a fantastic private space at the Ruba Club in Northern Liberties! Grab some food, say hello to friends old and new, and play a game of ping-pong or pool.

Your ticket includes light bites and a drink ticket. See you there!
Location: Ruba Club, 416 Green Street, Philadelphia, PA 19123
Date: Thursday, December 8, 2016
Time: 6pm – 9pm
Photo credit Korey Aversa
See Visit Philly for more things to do in our wonderful city!

This event requires a ticket ($7.00)
Register and buy your ticket here:

Neither PANMA nor PhillyCHI nor PhillyPUG is responsible for the ingredients in the food or drinks served, and neither PANMA nor PhillyCHI nor PhillyPUG makes any statements or provides any warranties regarding food allergies, medical restrictions, religious or cultural preferences, or any other concern in connection with food or drinks served. By purchasing or otherwise receiving a ticket to attend, you agree to release PANMA, PhillyCHI, PhillyPUG and their representatives for any and all claims for loss, injury or damages arising from any occurrence or condition at the event.

Getting to Know Amanda Clark

For our inaugural interview, we sat down and talked with Amanda Clark who presented “You’re a Fraud, and We All Know It: Work,Leadership, and Imposter Syndrome” with Briana Morgan for PANMA in January 2016.

Amanda Clarke

Tell us about yourself

I work as a senior digital strategist (specializing in content strategy) for Agency M (, an advertising/interactive design/branding firm. I am the Sponsorship co-director for BarCamp Philly. I have a degree in advertising, and I have always worked in the tech media space. I’ve been in Philly since 2009. In the last 4 years, I’ve really stepped up my engagement and have become integrated into the tech community. Back in 2012, I went to a “Content Strategy for the Web” event led by David Dylan Thomas. From there, I joined the Philly Content Strategy meetup as a member. When David Dylan Thomas was planning an unconference for content strategy, he asked me to get involved and I helped plan Content Camp.

Can you describe content strategy?

First, there is a difference between content marketing and content strategy. Content marketing,where you write to provide relevant and useful content for your audience, is a subset of content strategy. Content strategy is about creating a plan for content across multiple channels (websites, social, email, even print), in partnership with writers, user experience strategists,designers and developers, that takes into account the content that exists and should be created. Content strategy can be planned for the short term and long term and it can and should be measured and revised frequently. More than just writing to an audience, content strategy is about being an advocate for the user. For example, My Medicare Matters ( was the result of taking a 300+ page Medicare site and doing a crash-course on Medicare. We figured out where the users were having trouble on the old site and set out to build a better Medicare site for all of our user groups.

How have you grown as a content strategist?

It is important to have humility and to get input from outside sources. I can’t claim personally to know everything about content strategy/digital strategy. I try to figure things out from the resources I have, and then am lucky to be part of a supportive and brilliant content strategy community, whose brains I can pick!

What do you suggest for PANMA’s content strategy community section?

First, I would give the content a home on the navigation and a shout out on the home page. Whether you publish 2x a week or 1x a month, you want it to be predictable. People tend to be on a rhythm. You want to build habits in people for consumption. I would make the layout clean and easy to read, using HTML subheads (h1,h2,h3) to break it up into defined sections.

How do you personally consume content?

We are reaching content saturation where the Internet is producing faster than people can read it. I have a system. While walking to the train, I will listen to podcasts. On the train, I will read Philly Mag. At night, I will read from a book like the one I’m engrossed in now, Amy Cuddy’s”Presence”.

How did you get involved with BarCamp Philly?

I joined the BarCamp Philly team in 2014, helping with sponsorships. I started with a list of people and very delicately, started building relationships and connecting with businesses. I have continued that process and also write copy for the website, email, and tweets and work with Briana Morgan on social media.

What are your goals for this year’s BarCamp Philly?

I love the community aspect, the engagement, and being surrounded by real creative and passionate people. I like the behind-the-scenes of organizing as much as the actual event itself. Every year we aim to put on a good event. New people come and some past participants return as speakers. This year, we are going to have a PA system to make announcements easier and hopefully a schedule that people can interact with better. BarCamp Philly 9 is Saturday, November 12th at Huntsman Hall at The Wharton School. You can get tickets here: Next year is the 10th anniversary of BarCamp Philly, and we hope to make that the best one yet.

Tell us about how your Impostor Syndrome talk with Briana Morgan has evolved?

Last year, there was a panel at Ela Conf about impostor syndrome that Briana was on. After a drink together talking about her panel, Briana and I decided to sign up for a talk at BarCampPhilly 8 in 2015. It was our first time presenting together. It went really well and we reprised it for PANMA. Then, we presented the talk at DjangoCon US 2016 this past July. Most recently, we sat down with Ryan Starr and talked with him about it on Episode 36 of his HiRes podcast.

How would you address the growing digital divide in Philly – to reach those who think or even believe that they can’t work in technology?

From a youth perspective, I would love to get kids together to build something like a website or an app. Teaching young people how to work in groups and how to focus on a task and learn a speciality is so valuable. Most importantly, I would encourage them to make mistakes and just get out there and try new things. When hiring junior developers or junior content strategists, we try to be open to people who are good thinkers, not just those who have the good experience.

What else are you learning?

I played the flute when I was in high school, and I recently joined a class in West Philly to practice and perform in a small flute ensemble. It’s quite exciting!

Thank you for taking the time to speak with us, Amanda!

PANMA Turns 20 Celebrating New Media!

PANMA Turns 20 Celebrating New Media!

Join us to ring in the 20th anniversary of PANMA by taking part in an amazing celebration
of who we are, why we are here and where we are going. During this event we will revisit all things tech in the last 20 years from 1996-2016. We’ll go from the inception of design and development to our tech connected world today. Who were the original “masters of the universe”, what were their tools, and who are the users that changed the way we live now,
and the way we will live in the future.

What You’ll Learn:

  • Where PANMA Started
  • What Changed & What’s The Same
  • Web Past & Present
  • Ai – The Evolution of Technology

How We’ll Celebrate

  • Share The “Hottest” Trends Since 1996
  • Name That Tech
  • Hello, I’m A Mac
  • Cosplay: Wear & Bring Your Best Digital Media Artifacts!
    • (Two great prizes for the audience favorites.)

Date: Thursday, November 17, 2016
Location: Univ. of PA Wharton School, Huntsman Hall, 3730 Walnut Street, Phila PA 19104
Room: 270
Time: Doors open at 5:30. Program & Workshop from 6pm – 7:30. Networking until 8pm
This event is FREE, thanks to our sponsors. But please register to help our planning:

How To Grow Your Business with Google Data Tools

How To Grow Your Business with Google Data Tools

Did you ever want to track something on your website and use that data to make strategic decisions? With Google Tools you can track almost anything! Google Analytics and Google Tag Manager have the ability to capture an incredible amount of insightful data when correctly optimized. In this overview workshop, we will discuss both Google Analytics and Google Tag Manager and how to utilize them to capture optimal website data to grow your business.

What You Will Learn

– Google Tag Manager and Why It’s Important
– How Google Analytics and Google Tag Manager Work Together
– How To Set Up Google Analytics Through Google Tag Manager
– How To Track Clicks & Forms With Google Tag Manager
– 10 Key Techniques To Optimize Your Google Analytics

PANMA Speakers:


Josh Silverbauer at PANMAJoshua Silverbauer is the CEO of Grue & Bleen Agency. Josh is a certified Google Analytics, Google Tag Manager, and Google AdWords Specialist, and has worked with companies of all shapes and sizes to help them understand how to track their data more effectively. He is passionate about using data to assist with strategic marketing and also bridging the gap between creatives, analysts, and developers. In his spare time, he writes rock operas, tap dances, and loves playing strategic board games.

Head Analyst - Delphic DigitalAndrew Richardson is the Director of Analytics at Delphic Digital. Andrew loves taking data and turning it into information that tells a story, creating relevant insights and business recommendations to increase ROI. His career has spanned across the education, digital marketing, healthcare, and pharmaceutical industries. He also loves the musical Hamilton.



Date: Thursday, October 27, 2016
Location: Univ. of PA Wharton School, Huntsman Hall, 3730 Walnut Street, Phila PA 19104
Room: 260
Time: Doors open at 5:30. Program & Workshop from 6pm – 7:30. Networking until 8pm
This event is FREE, thanks to our sponsors. But please register to help our planning: