Content Strategy Insights cover image

Content Strategy Insights

Joe Gollner: A Multi-layered Definition of "Content"

Nov 19, 2024
Joe Gollner, Managing Director at Gnostics Research and an expert in content strategy, shares his extensive knowledge on the evolution of 'content'. He introduces a seven-layer definition that captures its complexity, highlighting the distinctions between content and information. Gollner discusses how AI-enabled text analytics and headless systems impact content management. He emphasizes content's role as an organizational asset and the challenges professionals face in aligning diverse stakeholder perspectives, offering insights into effective governance and content structure.
32:44

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

  • The evolution of content from tangible to digital formats necessitated a distinct management approach, separating content from its delivery channels.
  • Joe Gollner's comprehensive seven-layer definition contextualizes content as both an organizational asset and a reflection of collective knowledge and intent.

Deep dives

The Evolution of Content

The concept of content has evolved significantly over the decades, transitioning from tangible formats like books and manuals to digital mediums such as CD-ROMs and the web. This shift necessitated a new understanding of what content is, separating it from its delivery channels. Joe Golnar highlights how this evolution led to the emergence of content management practices, underscoring the need to manage content distinctly from the media in which it is displayed. This redefinition of content enables organizations to better strategize and leverage their knowledge and information across multiple platforms.

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.
App store bannerPlay store banner

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode