Web content: it's the meat in the sandwich, not the icing on the cake. So why does planning for useful, usable content get short shrift in the design and development process? Too often, content strategy tasks are treated like a black box, not given the same attention to detail as other activities. In the end, developers bear the brunt of this error, asked to resolve content problems that should have been fixed much sooner. In this session, Karen McGrane and Jeff Eaton talk about why we fail to plan for content, and how everyone involved in the process can help make it better.