The LavaCon Content Strategy Conference | 27–30 October 2024 | Portland, OR
Joe Gollner

Joe is the Managing Director of Gnostyx Research Inc. ( where he specializes in providing objective and research-based guidance on the strategic use of content technologies. He is a veteran implementer of content technologies with over 30 years of experience under his belt and is known for mixing leading-edge ideas (and frequently concocting them) with highly-pragmatic implementation tactics. He has Masters Degrees from the University of Oxford (Literature) and McGill University (Management), and blogs about Content and Management (

Content 4.0: Human Knowledge in the Age of the Smart Machine

All around us we hear talk about Artificial Intelligence and, in some circles, talk about the fourth industrial revolution. Not surprisingly, the world of content strategy is caught up in these changes. It seems reasonable then, even necessary, for us to be very clear about what we are doing and why. In this talk, we will revisit and dramatically update what has been discussed at past LavaCon events as “Content 4.0”. Drawing on work done over the last few years with leading universities around the world, we will dive into some fundamental ideas and then look at what it tells us about how our tools and technology, not to mention of management practices, must evolve in order to keep up. This talk will leverage some very recent project case studies that illustrate how content work can interact with new technologies in practical and constructive ways.