I’ve been practicing Content Strategy since before it was a recognized discipline. Over the past 20 years I’ve learned how to deftly address user needs and digital content best practices while still achieving measurable business outcomes. Because no one comes to your website to marvel at your beautiful design.

I believe that content is a strategic business asset, as important to an organization as the products or services they sell. That’s why it’s crucial to make sure that every piece of content serves a clear, measurable purpose and represents your unique value proposition and key differentiators. 

As an early adopter of GenAI tools such as Chat.GPT, Midjourney, and Gemini, I’m on the front lines of helping organizations understand these emerging technologies and how to use them to improve output and efficiency. But I also know it’s important to understand its benefits and drawbacks, its possibilities, and its risks.

The days of keyword stuffing and fluff content to hit a word count have gone the way of the Panda. Today’s effective SEO strategies are all about meeting user intent and getting customers what they’re looking for as quickly as possible, and yes – even figuring out how to optimize for ChatGPT search. 

High-output content teams often rely on digital asset management (DAM) software to distribute assets for multiple channels, audiences, and regions. I’ve helped content teams improve the usability of their digital assets by optimizing taxonomies and metadata schemas, and even using AI workflows to generate brand-approved creative variations. 

 To be truly effective, digital content needs to be readable and understandable by both humans and machines. From search engines and content management systems to the latest machine learning programs, content that is thoughtfully structured and tagged with the right metadata has the best chance at being found and acted on.