When the concept of "content" comes up it can be hard to get everyone aligned on exactly what you're talking about.

At IKEA, Timi Stoop-Alcala focuses on the "what" of content via the practice of knowledge domain modeling both to deal with the complexity of content and to highlight its importance.

Her knowledge-focused, human-centered approach has also elevated the role of content in the organization so that content is now recognized as a core competency.

https://ellessmedia.com/csi/timi-stoop-alcala/

Organizations of all types and sizes struggle with presenting their content so that it both makes sense to readers and aligns with the organization's intentions.

Hilary Marsh introduced the concept of the "digital council" to address this issue. Councils can take many forms, depending on the nature of the organization, but the intent always is to glue back together content that has been disconnected by organizational silos.

https://ellessmedia.com/csi/hilary-marsh/

Content is a precious business asset and should be treated as such in enterprise accounting records.

Cruce Saunders has been making the case for content as a financial asset for many years, arguing that much of it should be accounted for like the durable machinery that powers a factory, not like an ephemeral one-time business expense.

He still sees a lot of work ahead, but Cruce is more hopeful lately that coordinated efforts by content leaders can get content out of the expense category and into an asset category on the corporate balance sheet.

https://ellessmedia.com/csi/cruce-saunders/

Twenty years ago at IBM, the company's commitment to user-focused content led to the decision to develop a standard way of structuring content so that it could be used in multiple channels.

Michael Priestley was uniquely positioned to lead the effort to create the corporate standard that became DITA, the Darwin Information Typing Architecture.

https://ellessmedia.com/csi/michael-priestley/

As the founder of the long-standing LavaCon conference and the principal at a technical content staffing agency, Jack Molisani gets a deeply informed view of the world of technical communication.

While he sees the opportunities that generative AI presents, he raises several concerns for technical content strategy practitioners, among them the inaccuracy of generative AI content and the inability of AI tools to comprehend subtle human communication clues.

https://contentandai.com/jack-molisani/

Serving personalized content about thousands of products to millions of people requires a sophisticated content operation.

At Albert Heijn, the big grocery store chain in the Netherlands, Rafaëla Ellensburg established a content engineering practice that lets the company deliver personalize-able omnichannel content at scale.

In the process, she also created a content engineering practice guild, positioned content within the company as an important enterprise asset, and began developing the semantic practices that will take their content operations into the future.

https://ellessmedia.com/csi/rafaela-ellensburg/

Pavel Samsonov is a UX designer with a deep appreciation of content.

His content-first approach to design is driven by his observation that navigating digital experiences is about accessing content, not clicking buttons.

Pavel has also cultivated a deep awareness of the semantic environments that he and his colleagues navigate and he uses that awareness to align and motivate stakeholders.

https://ellessmedia.com/csi/pavel-samsonov/

Scalable content personalization systems create huge value for businesses. Like most valuable endeavors, they're really hard to do well.

Jeffrey MacIntyre orchestrates the activities - terminology and taxonomy work, metadata strategy, information architecture, and more - that help businesses build content operations that deliver the customer-focused experiences that consumers expect.

https://ellessmedia.com/csi/jeffrey-macintyre/