Kevin Nichols


Developing an Objectives-Based Content Model
Co-presenting with Paula Land

How do you know whether you are producing the best content for your audiences and brand? Can you regularly plan new content with confidence that you are making the best and most informed decisions? Are you creating a feedback loop to ensure that content is continually evaluated and optimized?

In this hands-on, tactic-packed workshop, co-presenters Kevin Nichols and Paula Land will guide you through the steps to create a performance-driven content model. You'll learn how to establish objectives for content success upfront, how to assess your content's performance, how to use processes and governance to measure your content's effectiveness and inform content planning, and the tools required to support such model.

You will learn:

  • How to develop an objectives-based approach to content
  • The tools required to support your strategy and how to implement them
  • How to maintain your content over time to ensure ongoing effectiveness


Kevin @kpnichols is an award-winning thought leader, digital industry enthusiast and author with more than 21 years of professional experience. He was a key contributor to creating MIT OpenCourseWare, grew one of the largest content strategy teams in the world at SapientNitro and has worked on content for dozens of global brands. Recently, he co-launched AvenueCX ( with Rebecca Schneider. He is author of Enterprise Content Strategy: A Project Guide and co-author of UX for Dummies. Kevin is also the chair of Content Strategy Alliance Best Practices initiative.

Learn more about him at and