Clarence Poirier

Clarence Poirier

Vice President, Research, Strategic Content Labs

Clarence Poirier has extensive experience in the fields of marketing, media and consumer insights. As Vice President, Research, Clarence Poirier is responsible for consumer insights for Strategic Content Labs clients, and all print and digital media brands within St. Joseph Media, including Toronto Life and FASHION Magazine. His wide breadth of experience includes comprehensive research studies on media habits, new product launches, retail landscapes, and advertising effectiveness. He is Chair of the Magazines Canada Research Committee. Clarence is currently studying for his MBA (Sustainable Commerce) at University of Guelph while maintaining a full-time workload. He is based in Toronto.

The Five Ws: How to Create an Excellent Content Strategy That Stands the Test of Time

Friday, October 26
Time:  8:45 AM to 9:45 AM

The goal posts on digital engagement will never stop moving. But the principles of what makes content engaging in the first place are constant. This session will present original 2018 research into what kind of content resonates for the associations sector and will bring those findings to life through “The Five Ws”. Based on the proven tenets of journalism “The Five Ws” approach can help any organization ensure it has the focus it needs on content that will move the needle.

Learning Objectives

  • Explore new, actionable insight into how audiences engage with and consider content from associations
  • Discover how to separate content strategy from tactics
  • Discuss tangible ideas for how to put a content strategy into action


Establish Organizational Direction | Deliver Value to Members and Stakeholders