Managers beginning active searches for content specialists frequently have little understanding of what their companies need beyond a title, cautions Jennifer Bassett. Hiring managers at agencies, brands, and startups would do well to hire based on the type of work they want to focus on. And if they’re not sure what type of work that is, talking with a real live content strategist is an excellent place to start.
Times (and job titles, and platforms) have changed. Agile has the potential to liberate content strategists from obsolete ways of working, and developers and designers can help. Brendan Murray identifies four key areas—iteration, product, people, and communication—where designers and devs can find common ground with their content counterparts and usher them into to an agile world. The open and collaborative approach of modern agile development is a framework within which content work can refine itself, test, and learn.
When we talk about content, we mean all the content: words, pictures, videos, the whole shebang. And—surprise, surprise—that includes social media. Too often neglected or left to the mercy of Klout, social media accounts need the same care, strategic planning, and governance as the rest of your digital properties. Ida Aalen and Ida Jackson explain how content strategy is just the tool to dust off your accounts, regain control, and start producing better social media content today.
Because every site has unique needs, no two content management systems should ever be alike. When implementing and customizing a new CMS, writes Rory Douglas, give your users only as much freedom as they need—but not enough to mess things up. They’ll love you for it.
Content projects need a sense of direction: something to help you and your team provide the right content to the right people at the right time. Enter the content compass—centered on your strategy and supported by your messaging—to keep your content efforts on track. In this excerpt from Chapter 11 of The Content Strategy Toolkit, Meghan Casey explains her methodology for developing a core strategy statement and messaging framework.
Structured, automatic systems are great at managing content efficiently—but not so great at accommodating human changes in that content. On the other hand, free-for-all WYSIWYGs lead to inconsistency and breakdowns. Stakeholders and content administrators need flexibility and control, especially where the all-important homepage is concerned. What’s a website to do? Johanna Bates suggests embracing a people-friendly homepage solution within our robot-driven architectures.
Every product has a personality—but is yours deliberately designed? Meg Dickey-Kurdziolek shows you how Weather Underground solved its personality problems by creating a design persona, and teaches you collaborative methods for starting a personality adjustment in your company.
Experience management systems are making it easier than ever to customize content for your visitors—but are you using your newfound personalizing powers for good (or for creepy)? Colin Eagan shows that personalization can be done, thoughtfully, using the same tools you would apply to any content strategy conundrum: by asking why, being deliberate, and putting users first.
Every piece of web content is important—or so every stakeholder insists. But what happens when dozens, even hundreds, of different tasks battle for space on your homepage and in your navigation? It’s time to make some hard choices about what does and doesn’t belong. Gerry McGovern demonstrates how to zero in on the tasks that matter most to your users.
We’ve all fallen into territorial arguments about what content belongs on a site’s homepage. It’s the most important part of your website, after all—or is it? Ida Aalen shows us how to circumvent these turf wars with the Core Model approach, starting with a workshop to get everyone on the same page about what really counts as important—to your users. By identifying the core elements of your website as a team, you’ll make those smaller decisions about page design and content placement a lot faster, and without getting political about it.