Posted 09.03.08 | Filed under: Content Strategy
I didn’t have time to ask the question, but I think content strategists have placed themselves in this situation, because they have not drawn a connection between their work and real business value. During the first web bust, information architects and interaction designers did a lot to demonstrate how their work lead to behavior changes that had significant impacts on the metrics that companies care about (I’m not talking just about ROI, but simply tying one’s work to a business’ larger goals). I haven’t seen the content strategy community do the same. How will businesses benefit from content strategy? By making that case, content strategists will not be the poor shmoes asked to replace “lorem ipsum” on wireframes, and will instead be involved in the planning and strategy discussions.
(via Adaptive Path: Peter Merholz on The Marginalization of Content)
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