Comments on Tinker, Tailor, Content Strategist

6 Reader Comments

Back to the Article
  1. “However, editing represents a very small segment of my responsibilities as a content strategist.”

    “Editing” also represents a small segment of what editors should do. As someone who has leveled the complaint that annoyed you: the difficulty I’ve had with Content Strategy is not that I think it’s “just editing,” but that everything content strategists do ought to be done by your site’s editorial staff. There is no new discipline here; web work just needs to understand more completely the editor’s role.

    Does the editor in chief at some magazine or newspaper “edit”? No—she does everything that we now call content strategy. I’m not saying web editing is just like traditional editing, of course—but your misrepresentation of what editors (can, should) do is epidemic in web work.

    What I will say in favor of “Content Strategy” is that it has been somewhat successful in establishing the value of this work.

    Copy & paste the code below to embed this comment.
  2. Some good points - I think there is confusion within the corporate world on how to structure and promote online content. Some businesses are doing it right undoubtedly, many are doing it on an ad hoc basis - seat of the pants so to speak.

    Whether we need new terminology for this and structure though is debatable. My view is that content development (and the subsequent management thereof) should be driven exclusively by marketing (likewise online itself) - already too many corporates separate their communications by various disparate teams (corporate affairs / marketing / editorial / sales etc) resulting in contradictory and confusing messages.

    I think the key message that needs to be hammered home is the holisitc one. Businesses need to approach content creation and communication as a single entity, and communicate - where possible - a single coherent message or collection of messages.

    The development of a content strategy is a key part of that, but it cannot be done separately.

    Contradictory I know ;-)

    Copy & paste the code below to embed this comment.
  3. I love that you referred to content strategy in terms of translation and negotiation for all parties involved—stating that we must “translate our message into the native language for each discipline.” I think so often those components of the job are forgotten or surpassed by the tremendous amount of work required to deal with the nitty gritty details. In the end we are problem solvers, orchestrators, editors, and rule creators/sticklers that spend our days endlessly combing through details and making plans, but if we do not also act as ambassadors for the content, educating affiliates on its importance or how how to successfully manage their roles, even our best-laid plans will fall by the wayside.

    Copy & paste the code below to embed this comment.
  4. Website content is pure communication with the people served by the website.  The business needs to develop a cohesive content strategy from a Marketing perspective, that simply helps the website users to accomplish their desired interaction with your business service.

    Copy & paste the code below to embed this comment.
  5. Whatever framework you put in place it is likely the content creators will want more options and flexibility. Developers will want more control over content entry. I find content strategy should be less about workflow and more about creating ‘effective’ content. A tougher challenge given the majority of commercial web content really isn’t generated by enterprise level organisations, with the resources to invest in good copy development.

    Copy & paste the code below to embed this comment.
  6. Sorry, commenting is closed on this article.