Four-i's

Where did today's Content Strategists start out and why did they choose content over other web disciplines? Keri Maijala talks about her career so far; from eBay to Financial Engines and many places in-between.

As we increasingly move to a paperless world, the range of devices receiving digital content broadens. As does the overarching content strategy to incorporate it all. Seth Waite, senior strategist at Rev Unit, talks about universal content going beyond traditional websites to serve a digi-physical space, giving case studies of his most recent work.

If structured content adds order, semantic content adds intelligence; connecting individual pieces of information together to inform the bigger picture. Gert-Jan van Lochem and his colleagues at Dayon have used this approach in some very interesting ways. One may just help save the newspaper industry. He explains their potentially ground-breaking work.

When working with experts, how do they convey detailed information yet allow you to adapt concisely for the web? And who gets final sign off? Amanda Costello has honed the art through her work at the University of Minnesota. She discusses her methods and gives advice on working with the specialists.

While we know readers browse and consume the web differently to printed books, we haven't yet adapted our publishing methods to adequately compensate for this change. So argues Mark Baker, who has coined the term 'every page is page one'. He explains the concept and how it better adapts content to appeal to online consumers.

Focusing less on page views and more on engagement is just one piece of advice Suzanne Baran gives today's brands looking to build more meaningful engagement. Using examples and case studies from her 16 year career, she discusses the idea of branded newsrooms and how journalism can be used to develop digital marketing.

As a greater volume of content is published to a wider variety of channels, keeping order and maintaining consistency becomes imperative. As does the way we train authors to publish and readers to consume. Noz Urbina returns to discuss his latest research and explain the fundamentals behind structured information.

With content created, it's time to publish and have it discovered by an audience - but how? Andy Kinsey, Head of Digital Marketing at Redstar in Manchester, specialises in search optimisation. He gives advice on improving content's discoverability.

Whether it’s a book, film or television show, many of us connect with the power of a good story. So why is it not used more on the web? Kevan Gilbert is a content strategist at Vancouver-based Domain 7. In this episode he tells us how he’s successfully used digital storytelling in recent projects.

With more than 15 years experience in writing, messaging and marketing, Ahava Leibtag has recently compiled her knowledge into her first book, The Digital Crown. She discusses the writing process, who the book is written for and what she hopes the reader will take away.