Content Strategy Insights

Finding the right job in the content strategy field has always been a challenge, and it's getting harder as computers take over more of the applicant screening process. Changes in the industry - especially the convergence of technical and marketing communication duties - also mean that you you have to be proactive about managing your career, even if you aren't job hunting. Jack Molisani knows how to navigate this challenging landscape. He is both the principal of a staffing agency that focuses on content talent and the organizer of the LavaCon content strategy conference. https://ellessmedia.com/csi/jack-molisani-2/

John Collins is a content engineer at Atlassian, where they are well along in their transition from old-fashioned bespoke content models to modern connected content. Creating and managing content for intelligent content ecosystems requires a fresh approach and a new set of skills. This new content engineering discipline helps enterprises address some of the biggest challenges of the digital era: personalization, omnichannel strategy, and localization. https://ellessmedia.com/csi/john-collins/

Preston So is an expert in both omnichannel strategy and voice design, as well as a number of other digital business and design practices. As communications channels proliferate and the variety of digital devices grows, we need strategies to give our customers and users a consistent experience, no matter where they are or how they are consuming our content. Preston weaves together elements of omnichannel strategy, voice usability, and other modern digital practices into an "immersive content strategy" that can help you craft content programs that address these new challenges. https://ellessmedia.com/csi/preston-so/

Aaron Bradley uses knowledge graphs to create intelligent content experiences at Electronic Arts. Knowledge graphs are a relatively new technology that lets content engineers create more meaningful and versatile content experiences. https://ellessmedia.com/csi/aaron-bradley/

After showing up in the content strategy world and generously sharing her expertise for more than 20 years, Margot Bloomstein has earned the trust of this community. Margot's new book, Trustworthy, shows you how to earn the trust of your customers and users. As reliance on experts fades and is replaced with crowd-sourced trust, the work of content strategists has to evolve to account for these new dynamics. https://ellessmedia.com/csi/margot-bloomstein/

Lisa Welchman recognized early in her career that companies would need help managing the business challenges that come with new technologies. In the ensuing 20 years, she has become the leading expert in the new field of digital governance. Today, Lisa helps large enterprises, NGOs, and other companies develop frameworks, policies, and standards that let them collaborate effectively and operate responsibly. https://ellessmedia.com/csi/lisa-welchman/

Kristina Halvorson is to many the face and the voice of the content strategy profession. She came to prominence a dozen years ago with the publication of her book Content Strategy for the Web, and she had been practicing content strategy for a dozen years before that. Since 2011 she has organized Confab, the leading content strategy conference, and founded in 2020 the Button conference, which focuses on digital product content. She hosts the Content Strategy podcast. And she leads Brain Traffic, a top content strategy consultancy. She is working now on her second book, about content leadership in organizations that excel at customer experience. https://ellessmedia.com/csi/kristina-halvorson/

Jeff Eaton looks at content modeling two ways, both the traditional boxes-and-arrows way and the title-case Content Modeling way. Thinking about how you'll structure and organize your content will always be important. But the real power of content modeling emerges when it rises to a higher level and accounts for the shared understanding the people across your organization have of your content. Jeff calls this more sophisticated approach "The Content Model." https://ellessmedia.com/csi/jeff-eaton/

Beth Dunn is the author of Cultivating Content Design, a book that shows content leaders how to create the kind of successful content design program she has built at HubSpot. The secret to Beth's approach is communication. First, she listens intently to her colleagues and stakeholders. Then she invites them to workshops and other activities where they co-discover content concerns and figure out together how to address them. The key to Beth's success is her pragmatic approach. She always focuses on the issue at hand and always works with what she finds, not with "best practices" or other off-the-shelf solutions. https://ellessmedia.com/csi/beth-dunn/

Patrick Bosek helps businesses author and manage content that is structured so that it can be used for many purposes, not just one-off publications. Structuring documentation this way creates intelligent content that both addresses current customer needs and anticipates future demands. The DITA standard underlies this approach to creating and managing the smart, adaptable content that modern businesses need to complete their digital transformation. https://ellessmedia.com/csi/patrick-bosek/