"Content strategy is to copywriting as
information architecture is to design." ~Rachel
Lovinger
Using a
sharp, no-nonsense style, Erin Kissane delves into the
burgeoning role of content strategy and how it can apply to organizations at
various stages of the process of content creation and/or redesign in “The
Elements of Content Strategy.” Most poignantly, she advocates for the
redefinition of content within the parameters of how useful it is to the reader
and how it can help the audience meet its own goals.
Kissane
delivers some solid tools to apply and offers a number of memorable analogies,
as well as some really useful tables and figures. In espousing the importance
of user-centered design and content, she takes aim
at the corporate practice of “designing a site map to mirror an org chart,”
which permeates organizations of all kinds.
In a point which should
hit home with companies of any size, the book discusses ridding content of
self-absorption, internal jargon and clashing mission statements—which is
essential to engaging with the reader. Instead of harping on your capabilities,
show your value through case studies, demonstrations and results; as Kissane
writes, “give the puffery a rest.”
"One of the great challenges of content
strategy -- and especially of content production -- is getting ideas from the
heads of experts into the heads of content producers."
Kissane also notes that
most companies struggle with “publishing everything we can” vs. “publishing
everything we’ve learned that our users really need,” resulting in pages of
interminable length and making everything harder to find. According to the
author, balancing the needs of the client and the needs of the user is of
utmost importance; they need to complement, not conflict.
In the same vein, the
internal perspective is usually based on informal assumptions, aged stereotypes
and limited understanding of their audience. This approach can be useful in
guiding messaging, but it must be supplemented by actual analytics and user
research. She reiterated that defining success measurements is imperative,
which can be tricky in an area that has historically been difficult to measure.
In part to stem these
issues, she points up the essential role of
ruthless attentive editors, while also emphasizing
the corresponding importance of editorial processes and workflows in managing
content and applying strategy to it—all while keeping resource constraints in
mind.
"Editors worth their salt work not for
writers or publishers, but for readers."
Kissane touched on the role
of writers as well. By acting as “advocates for content,” she said that content
strategists can take client ideas and make consultative recommendations that
are based in sound principles and realistic best practices. She also talked
about the beneficial impact that content specialists can have on design
decisions.
The ending got a bit
dense, but …Let’s face it, we’re all suckers for bathroom humor, even in the
midst of a nonfiction tome about content strategy.
"In short, we should strive to create and
present content in ways that respect the fact that even when they're using the
web, people need to pee."
So the
real message of “The Elements of Content Strategy” is that it takes due
diligence and vigilant attention to keep your content from going to shit.
A
high-intensity TWD
