The slow road to content strategy

I’m always wary of buzzwords and industry fads, and will always take, primarily, a business focused view on any new theory (or strategy) that I hear about until I fully understand its real life application. Such is the case with Content Strategy. It’s something I’ve talked about on here before (under the guise of Information Strategy) but whilst I’ve a good idea of how it could benefit our company, I’ve struggled to get buy-in. Whilst Content Strategy discussions go well, everyone thinks that a coherent and consistent set of content is a good thing, where we seem to struggle is getting commitment to getting the actual work done to bring things into line. The high level Content Audit I completed …

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What do you not do?

When was the last time you looked at the things you don’t do? The reason I ask is that this very question is occupying my mind at the moment as I try to pull together both a content audit of what we have and a plan to create the things we don’t have. Which isn’t as easy as it may sound. There are three or four different departments involved in the audit, and from each I’ve asked the same two things: A list of all the content you currently have A list of all the content you would like to have With both lists in place, and understanding that some items in the first list may also need some rework …

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Information Strategy Pyramid

The infinite monkey theorem states that a monkey hitting keys at random on a typewriter keyboard for an infinite amount of time will almost surely type a given text, such as the complete works of William Shakespeare. As such, it stands to reason that two monkeys would be able to produce the same volume of output, but are unlikely to write exactly the same thing. Add in a few more monkeys to the equation and suddenly you have lots of content, none of which really relates to anything else. I’ll stop with the monkey metaphor before I insult anyone. Consistency is an important part of communication, even at the simplest level of having a common terminology, using the same words …

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On taking notes

I have been remiss at writing new content for this blog, and whilst this topic isn’t one that I said I’d post about (those posts are coming, I promise), it’s something I was discussing yesterday and so is at the forefront of my mind. Like many people I still use pen and paper when taking notes, and regardless of the type of meeting I stick with three basic categories. [] Actions either for me or my team to do. Includes things that need done immediately or things which it would be good to do in the future. ? Questions on things I want to learn more about, which relate to my team. Whilst these may also be actions (typically they …

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What next?

Last night, around 3am, I woke up. I lay there in bed wondering why I’d woken up and as my mind started to churn I realised I was very very awake. In flooded four things I’ve been thinking about for some time, all of which are related but I couldn’t quite make the connection. Last night I cracked it. Maybe. I’m still thinking it through but here are the four items in question: Single sourcing our documentation – and recent discussions with other areas of the company who could benefit from the same approach. Company Information Strategy – a simple pyramid based model that allows everyone creating content to ‘map’ their audience appropriately and which should start to help with …

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