Marie Girard Choppinet


Chicken or egg? Solving the strategy vs. structure dilemma

Strategy or structure, which comes first? In theory, strategy dictates a structure for execution, but quite often, in practice, it is structure that supports strategy. So where should you start when defining a content strategy? This session will give examples of IBM transformed this dilemma into a dialogue when we defined an enterprise content type model. In this presentation, you will learn:

  • What makes a content strategy
  • How content structure supports strategy
  • How to combine content strategy and structure to design content experiences


Marie manages content strategy and architecture for IBM products. She leads unified content strategy efforts through focus on user experience, content audits, and collaboration across silos. She teaches technical communication 101 and information architecture at Paris Diderot University, and keep investigating how everything interrelates through the practice of yoga.