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.

With universities working harder than ever to attract new students, an easy-to-use and engaging website is now paramount. During 2012, Kate Towsey - a freelance content strategist - was part of a multidisciplinary team who reworked the University Of Surrey's website to great effect. She talks about her experiences in this episode of Content Matters.

Following on from the success of her first book, Colleen Jones has released 'Does Your Content Work: Why Evaluate Your Content—and What You Need to Start'. In this episode she speaks about the writing process, who the book's aimed at and how it builds on the themes and principles discussed in Clout.

Despite its growing reputation and prominence, some still find content strategy a bemusing profession. To explain all, and help demystify its strategic qualities, we speak to Diana Railton – one of the UK’s leading practitioners.

With more citizens choosing to access local government services via online channels, the need for high quality digital information is increasing. One group, convened to develop best practice and share knowledge, is LocalGov Digital. We talk to co-Vice Chair, Phil Rumens, about who’s involved and the details of their new content guidelines.

With over 1 billion active users, Facebook is one of the world’s biggest web services. Amy Thibodeau, Content Strategy Manager, gives an insight into connecting with this audience, and them to each other, plus what it’s like being part of the in-house content strategy team.

Having your content found by others relies partly on good search engine optimisation. Online Marketing Consultant Bridget Randolph gives us an insight into achieving better search results.

With traditional marketing techniques failing to engage online audiences, it’s time for something new. So how do you reach new customers and audiences via the web? Erik Deckers talks us through his approach to online marketing and why there is no quick fix.

When looking for the business value of content, there are two sides to the coin. Making more money through increased sales and brand awareness, and saving money through more efficient internal processes. Rahel Anne Bailie talks us through how businesses can see a return on their content investment.

Web writing has developed its own unique style with traits and considerations that differ from its print cousin. Snappy Sentence’s Sally Bagshaw talks us through the art of online copywriting.

The rise in smartphone sales means an increase in the need for ’mobile ready’ content. So how publishing be device agnostic and accessible to all? The BBC’s Henny Swan tells us about a new set of guidelines she’s compiled to overcome this very problem.