Maryam Sanati

Maryam Sanati

Editorial Director, Strategic Content Labs

Against international competition, Maryam was named 2017 Content Director of the Year by the Content Council in New York. She leads a diverse range of journalistic and audience engagement strategies—including editing special interest projects for Toronto Life, overseeing custom content programs, and producing exhibitions and experiential content. Clients include the National Music Centre, the Government Representative in the Senate of Canada, CPA Canada, Manulife Financial, the Canadian Automobile Association, Lindt, Birks, Sephora, and VQA wines. She’s also former editor-in-chief of Chatelaine, and has held senior positions at The Globe and Mail and Report on Business Magazine. She's 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