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)
This content has been aggregated from external sources. Learn more about linkblogging and my use of it here. Authors, publishers and tipsters are welcome to contact me.
Leave a Reply
We’re a content strategy agency and think tank for digital publishers.
Expertise
We know content.
We bring a product development approach to your content offering, making it work for you in ways you didn’t think possible.
We know editorial.
Everyone’s a publisher online. So welcome to the multi-channel, multi-platform content landscape. We develop your strategy, your platform and your team.
Team
Jeffrey MacIntyre, Principal
A noted content strategy consultant with 10 years’ experience in professional services and digital, print and broadcast media, Jeff has worked with premier media properties and design agencies.
A partner network of the best industry specialists in content.
Predicate pairs with experts in their respective fields, fitting talent to need. CMS architects. Metadata gurus. Visual designers. Business analysts.
-
“ He has a tremendous eye for detail, and provides nuanced, analytical feedback when it's needed. ”








