Duncan Clark

Duncan Clark

Vice President, Strategy, Strategic Content Labs

During a 20-year career in media, Duncan has held progressively senior roles leading digital, content and product teams at Canwest, Postmedia and St. Joseph Communications / Strategic Content Labs. An early innovator in content marketing, he has designed and overseen successful content partnerships with dozens of brands and organizations, including The Government of Canada, The University of Guelph, The Senate of Canada, Scotiabank, Community Foundations of Canada and many others. He is based in Ottawa.

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