The discussion around content strategy is framed by large examples, but it’s also the work of regional organizations, small universities, and mom and pop stores. How do we adapt the big concepts of content strategy to work within the constraints of a small organization? This transcript of my talk from Now What? Conference 2015 in Sioux Falls (April 30, 2015) explains more.
Society saves seven dollars for each dollar spent on early education, or so the United Way has told us for years. Stats like this are important. But they also bum me out. They focus on doing things becuase they are efficient, not because they are the right thing to do.
We’re at a point in our industry when some clients can’t be convinced, or require a level of convincing that goes beyond what the project requires. Some small businesses require an extra level of attention, but others are continually suspicious and are more work than they’re worth.
I’m excited to officially announce the my inclusion in The Smashing Book #4: New Perspectives on Web Design. SURPRISE – I wrote about content strategy. The chapter, which focuses on both sides of the content strategy landscape – both user needs and editor needs – serves as a capstone to all of this empathy stuff that’s I’ve been writing and talking about over the past year and a half. So go buy it.
We spend a lot of time worrying about where content will come from and what form it will take. Where we often stumble is aligning those decisions with our existing resources. Because while structured content and editorial calendars are fantastic, they take time – time a small business or non-profit may not have. So let’s talk a bit about how we can prioritize tasks and goals, all while taking our clients’ existing pool of time into consideration.
The chasm of understanding between consultant and client – or between content person and marketing team, or whatever your situation might be – is a dangerous hurdle. Our job as content experts is to understand that, despite the promises and assurances we make in terms of a client’s content, our own explanations and processes are tangled, weirdly worded and sometimes impossible to decipher.
The slides for this talk – which, naturally make little sense on their own – are here for your viewing pleasure.
This talk is based on interviews with several people and research, which was compiled into an article on this here blog, “Empathy and Content Strategy: Teaching, Listening and Affecting Change”.
Content strategy practitioners – and, really, the entire UX umbrella – serve a unique role in the life of a web property, in that we act as an advocate for people we may never know. But there’s another element of this process that can often be overlooked, and it’s the audience we know and understand and work with on a daily basis: the client.
The future of advertising has nothing to do with clients – it will happen from within, through a free-exchange of ideas and improvements, each of us building upon the successes of the others, working with each other to find solutions instead of against each other.
There are thousands of books about what it takes to learn the skills needed for our careers – the art and craft and promotion – but precious few about what it takes to understand the job that lies beneath. We know what to do, and why to do it, but we don’t learn how to push forward on a practical level. Mike Montiero’s Design is a Job is one of those precious few.
I get it. People have a hard time trusting advertising agencies. This is not a new thing. This is born from decades of smoke and mirrors from both sides, I feel. Agencies are dependent upon what I’ve always called the Myth of the Grand Reveal – where things are done in secret and only revealed […]