In this talk you will learn how schema.org can be a means towards richer content experiences and data-centric marketing communication. I will show how we can use the affordances of the Semantic Web to enhance the rhetorical powers of content and its ability to inform, persuade, educate and entertain. Then we will have a look at how the top 10 companies in the S&P 500 ESG index use, or don’t, the potential of Linked Data for content. I present an interdisciplinary framework for web content analysis (and practices) based on the use of dialogic principles in parallel with semantic annotation in marketing communications. The second part of the presentation will be dedicated to presenting results from the research where I applied the framework to analyze the website content of a total of 23 sites, part of the marketing communications of the top 10 companies in the S&P 500 ESG index.