Sessions

When you structure your content well, legacy content becomes a strength rather than a challenge. Once upon a time, our team built content for social media using beautiful imagery and engaging messaging, but even the best content was forgotten once it fell off people’s timelines. After more than five years on Facebook, we restructured our website to bring in this high-performing content. Two years after that, that structure was able to drive an API to use that content in a chatbot. This is the story of the National Cancer Institute’s Smokefree Chatbot, and how one team used structured content across the years. Learn how planning ahead by structuring your content is one of the best gifts you can give your future self.