Content strategy is a discipline full of contradictions and struggles. We seek control, and yet we find beauty in chaos. We research and analyse, and yet we must also create. We structure and organise, while also fighting against organisational structures. In the struggle that we face amidst the ever-changing backdrop of the education sector, there is a deep sense of purpose, responsibility and beauty to be found in and through our profession. In this session, Tracy Playle will explore the contradictions, challenges and beauty of content strategy, and think about how we can shape and craft our own narrative about the impact that our work can have on the education sector, and what you can and should be doing now to make those first steps.