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Room 313

Sorry Not Sorry: Managing Content Strategy Challenges in Decentralized Environments

Monday, Oct 22 8:30 - 9:15

Presented by Amy Grace Wells and Alaina Wiens

Content strategy challenges are nearly always about people, especially in decentralized or unstructured environments like higher education. Sometimes success depends on bringing people along. Sometimes it requires standing apart.

Hear from two content strategists who’ve been through the trenches, building relationships and powering through to implement real change in organizations–despite decentralized structures, lack of resources, and wild landscapes of random requests in competition with brand and strategy.

Get ready for a back-and-forth that gives you two approaches (the “sorry” and the “not sorry”) to many of your content hurdles.


Productive approaches to confronting issues on governance, workflow, content production, etc.
How to bring teams (you don’t manage) together for sustainable change.
When to be diplomatic and when to be blunt.



Amy Grace Wells

Editorial Director & UX Consultant

Amy Grace Wells the editorial director of UX Booth. She is a content strategist and UX designer with nearly 15 years of experience in higher ed, publishing, and nonprofit. She holds master's degrees in higher education and user experience design. Her experiences include leading content strategy at University of South Carolina and Texas A&M AgriLife, where she directed content strategy, information architecture, and social media for the College of Agriculture and Life Sciences and five state agencies. She served as an expert reviewer for “Content Strategy for WordPress,” published in 2015. Bragging rights include holding a sensei rank in karate and singing happy birthday to Muhammad Ali.

Alaina Wiens

Director of Marketing

Alaina Wiens is a marketing director, content strategist, and strategy consultant. She currently leads the marketing team at the Flint & Genesee Chamber of Commerce, while her passion for digital strategy keeps her actively engaged in web projects throughout her community in Flint, Michigan. She’s also the human behind StrategyCar, and online community for people driving toward a better web. In her work, Alaina is driven to find the intersections that make things better—connections between ideas and people, concepts and customers, problems and solutions. Drawing from more than 15 years of experience in marketing, communications, and strategic planning for nonprofit and higher education institutions, Alaina approaches each new project with equal parts optimism and systems thinking.