Before content can be intelligent, it must be good. If content isn`t good—if it`s redundant, outdated, or irrelevant to our users—there is no value to applying intelligent content best practices to it. But is it really within our power to fix bad content? In order for us to create meaningful user experiences and realize measurable ROI, we must start sharing tools and processes with the very people we sometimes fight the hardest. Kristina will talk about our new roles as content collaborators in the workplace. Regardless of background, practice or perspective, there’s one thing we all agree on: on any platform, in any context, content matters most.