As a discipline, Content Strategy has been gaining ground steadily. And with this progress has come a new role, that of the Content Strategist. Today, most forward-thinking organizations have come to see that there is a special role to be played by someone who can see the big picture and who can pull together all the specialist contributions to deliver noticeable improvements in how the organization creates and engages its customer community. Given the relative newness of Content Strategy it is not surprising then that most Content Strategists find themselves in this role by accident. This session will look at the phenomenon of the accidental Content Strategist and will do so from the perspective of someone who found himself in exactly this position on many occasions since the very first days of the web. What will emerge from this exploration is a picture of a very challenging role that is becoming a key ingredient in a rapidly changing industry. A particular focus in this session will be placed on the unique challenge that faces the accidental Content Strategist – that of needing to reconcile and integrate an array of technical and creative disciplines in order to achieve a coherent effect that can be sustained and that can evolve amid continuous change.