• Alan Gerstein 1
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Alan Gerstein

Content Strategist and Writer

"What does a content strategist do?" is often the first question I'm asked. If you ask two people this question, you'll get at least three answers, but Ann Rockley delivers the most comprehensive, yet succinct, explanation.

Here's what I do — I make content work.

Any format, any channel, any audience, I help figure out what content is needed to achieve an objective and then work with business strategists, designers, programmers and other groups to create the required information in a way that satisfies the three masters:

  • The people who use a product, service or seek knowledge
  • The organizations who produce the products, services or knowledge
  • Search engines and the growing collection of digital gatekeepers that connect users with the information they seek

I've been doing this since the first Macintosh launched in 1984 — first within the biotechnology industry for 19 years, where I led development of a book that helped build better thinkers, and then for 13 years with leading healthcare advertising agencies.

True, I'm no youngster, but along with an occasionally stiff lower back, the decades have brought me the ability to weed out the hype from hypermedia to uncover the strategy, tactics and technology that make REAL differences to businesses like yours.

But man does not live by pixels alone, so where possible, I spend time near and in bodies of water. And when I'm feeling brave or lucky, I dive into the mind of a wonderful 19-year old son — a memorable, though difficult-to-navigate environment filled with unpredictable riptides.


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