Content Strategy Is Change Work

Content strategy isn't a writing problem — it's a change management problem. In this talk, Beth Keller Kirycki unpacks why content initiatives stall, using a three-layer framework to help strategists name the real forces at play: fear, power, and identity. You'll leave with a practical diagnostic tool and a new way to position your work—and your value—inside organizations navigating change.

About Beth:
Beth Keller Kirycki is a UX researcher, content strategist, and information architect with 17 years of experience in high-stakes environments—education, healthcare, and mission-driven organizations—where precision, trust, and accessibility aren't nice to have, they're the whole point. Her work spans mixed-method research, information architecture, content governance, and AI-integrated workflows. She teaches professional writing and digital studies at Purdue University Fort Wayne, and is currently conducting IRB-approved research on empathy-driven communication in clinical settings.