I’m joined by the wonderful Derek Mason. He is one of the structural engineers who worked on the construction of the 2012 Olympic Stadium. He’s the founder of a structural engineering firm, Super Structure Associates. He’s the best selling author of the book, Will It Stand Up?. He makes appearances on Sky News and the BBC and Derek is here today to talk to us about how he uses content to differentiate himself and his business from the competition and he does it very very well indeed.