I am writing the sales/integration guide-book for Content Strategy.
But first, a little background: By trade, I have been a User Experience (UX) professional for longer than the field has been around. I research and understand the overlap between user’s needs and business goals (this overlap is the Customer Experience). I then architect the experiences that have some effect on the Customer Experience.
While I started initially crafting web site experiences, I have naturally broadened the scope to any experience a user has with a brand. I now play in web, mobile, email, texting, print, social… whatever comes next and wherever we all interact.
Because of all of this, the field of User Experience has become too broad, and it’s now too big for any single person to grasp it all. It’s easy to suffer from the “Jack of All Trades” syndrome! Because of that some very important specialty roles have spun off and become greater than their initial task within UX. I believe the most important role and new profession to come out of it is that of a Content Strategist.
What I love about Content Strategy is that it puts the content and messaging first. Previously, in the UX world, we worried about interactions and the feelings of things, but not what it would say or how expressly we would communicate. Content Strategy rose out of the need to craft highly relevant and targeted content to engage and communicate with users.
So what about the book?
I believe Content Strategy is facing an issue now. It’s succumbing to the same issues it is trying to solve. First, it focuses primarily in the web world, and many content strategy approaches ignore the other channel interactions of a brand… so what is the big content message that sends? And secondly, people are not yet buying it… in a profession that is all about crafting the right message, why can’t it sell itself?
I intend to apply the concepts of User Experience onto Content Strategy.
My primary goal is to look at how can Content Strategy be used to tell the complete story in that overlap called the Customer Experience.
The secondary goal is to help sell it. I don’t intend to write about all the tips and techniques to do the job, but on the larger strategy and how it all fits in.