Noz Urbina is one of the few industry professionals who has been working in what we now call “multichannel” and “omnichannel” content design and strategy for over two decades. In that time, he has become a globally recognized leader in the field of content and customer experience. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalized, contextually-relevant content experiences in any environment. Noz is co-founder and Programme Director of the OmnichannelX Conference and Podcast. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the Master’s Programme in Content Strategy at the University of Applied Sciences of Graz, Austria.
Noz’s company, Urbina Consulting, works with the world’s largest organizations and most complex content challenges, but his mission is to help all brands be able to have relationships with people, the way that people have with each other. Past clients have included Johnson & Johnson, Eli Lilly, Roche, and Sanofi Pharmaceuticals; Microsoft; Mastercard; Barclays Bank; Abbott Laboratories; National Geographic; and hundreds more.
Content Strategy Bootcamp
Co-presented with: Joy Herbers
Is your content working as hard as it should for your business and users? This workshop introduces the fundamentals of content strategy and equips you with practical frameworks to build more effective content approaches. Led by Noz Urbina, a pioneer in content methodology, you’ll learn how content strategy enables efficient and differentiating digital and even physical experiences. We’ll explore the relationship between content strategy, content design, and content engineering, helping you understand how these (often confused) disciplines work together. Through real-world examples from global brands, you’ll discover how to analyse your current content ecosystem, identify critical gaps, and develop actionable plans and deliverables that align with both user needs and business goals. You’ll walk away with approaches you can implement immediately, whether you’re managing a single channel or a more complex content ecosystem.
In this half-day workshop, attendees will learn:
- The fundamentals of content strategy and its different types
- How content strategy, content design, and content engineering interact and complement each other
- Methods to conduct a basic situational audit and identify opportunities for improvement
- Techniques for developing user-centred content that aligns with business objectives
- Approaches for creating consistent content experiences, regardless of your channel complexity
- Ways to measure content effectiveness through meaningful metrics and KPIs
- Strategies for building the business case for content initiatives in your organisation
The Role of Structured Content and DITA in Agentic AI & RAG
Panel Discussion Featuring:
Dawn Stevens, President, Comtech Services (moderator)
Alvin Reyes, Customer Engagement Manager, RWS
Noz Urbina, Omnichannel Strategist, Urbina Consulting
Colleen Jones, President, Content Science
Rob Hanna, CEO and Co-founder, Precision Content
Lief Erickson, Principal Content Strategist, Intuitive Stack
Harald Stadlbauer, General Manager, NINEFEB GmbH
Spotlight: How the Component Content Alliance (CCA) is Shaping the Future of AI-driven Content
The Component Content Alliance (CCA) unites industry leaders to explore how structured content, DITA, and metadata enable Agentic AI and next-gen Retrieval-Augmented Generation (RAG). Unlike traditional RAG, Agentic RAG allows AI agents to make decisions, interact with data, and generate more contextually accurate responses. To be business-ready, AI needs structured, reusable, and semantically rich content.
Why Attend?
- Learn how structured content improves AI-driven retrieval.
- Discover how DITA and metadata enhance GenAI performance.
- Avoid AI hallucinations and improve trust in AI-generated content.
- See how structured content cuts localization costs and accelerates publishing.
- Hear from CCA experts on the best practices and pitfalls.
If you work in AI, content strategy, or localization this session will provide actionable insights on making your content AI-ready.e.
In this panel discussion attendees will learn:
- How structured content fuels AI – The impact of metadata, tagging, and information architecture on retrieval accuracy.
- DITA & AI: A perfect match? – Why component-based content (DITA) enhances AI-driven applications.
- AI & enterprise content ops – Challenges and strategies for scaling structured content with AI.
- Real-world implementations – Case studies on AI-driven automation and content workflows.
