“Content strategy is fundamentally the practice of solving business problems through the use of information.” O’Keefe, Sarah et al (2019)
Since the beginning of time technology has advanced as mankind has progressed through its various ages (i.e., stone, bronze, iron … to agricultural, industrial, and information). With the recent data explosion came the consequent growth of new digital technologies and business models that affect how content (information) is conveyed, how companies conduct business and how customers expect service.
New technologies such as, application programming interfaces (APIs), artificial intelligence, cloud use, and web applications to name a few, have created new channels for companies to interact with their customers that content strategist should know. In this blog, I share insights about the realities about content strategy that its learners should consider.
content strategy Tips
Keeping up with TECM technology, techniques and trends is the most important thing that learners of content strategy should do. Generally, when learning a new profession, newbies must strive to learn its lingo, best practices, techniques and tools of the trade. Content strategy is challenge because of its broad scope and its increasing technical nature.
Content strategy’s scope touches on several specialties (such as, localization, marketing content, product content, information architecture and systems implementation). One should have an understanding of the specialties’ roles and responsibilities in creating consistent, scalable, and efficient content. On the technical side, content strategy requires grasping the basics of information design/architecture needed to support the creation, organization, categorization, navigation, search, and delivery of content. Hackos et al. (2021), state that information design requires:
“… specialized knowledge of design principles for multiple media, including website design, topic-based content distribution, taxonomy and search-engine optimization, and distribution through social media channels.”
Learners of content strategy should not confuse it for content marketing that involve copywriting strategies or marketing tactics. O’Keefe, Sarah (2019) Understanding content strategy as a specialized form of management consulting explains the difference between both concepts stating:
“Content marketing is a tactical facet of a larger content strategy that “focus(es) on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action,”10 but it should not be mistaken for the strategy itself.”
most meaningful
What I found most meaningful about content strategy is that it requires one to think like a management consultant. I have learned how to use the tools and techniques (interviewing stakeholders, conducting needs, gap and SWOT analyses, etc.) to help solve business problems from a content perspective.
Also, I have come to understand the importance of knowing the value of my work and to align it with the business goals of a prospective employer/client. Some methods for measuring value include, compiling success metrics of technical content. Adobe with Forrester Research. (2022), Technical Communication Industry Survey. Current and Future State–Key Findings found the following success metrics used:
- 56% of respondents used “Reduction in customer support calls, chats, or emails” and
- 48% used “Reduction in time take to resolve customer queries” while only
- 30% used “Increase in product revenue”
Connecting structured documentation to increased revenue is not easy. One must identify and obtain analytics of content operations measures/task that will improve user experience, lower content translation costs, or increase productivity.
In Furtula, Nenad (2021) Finding the Value When Selling Structure I learned about the perception of content by today’s executives. They perceive structured content as a “non-overbearing low level cost center” that does not: generate revenue, bring in sales leads, or “improve a company’s image like marketing does”. The key to their hearts is to show how and where a content too or project brings the most value to the organization be it via ROI, risk mitigation, regulatory compliance, etc.., and that depends on the industry.
TECM as a profession is still evolving but unfortunately it is still an uphill climb. According to Campbell, Kim S. & Swisher, Val. (in press). A Maturity Model for Content Strategy Development and Technical Communicator Leadership TECM educators have ignored teaching the importance of efficiency in content operations This unfortunate fact is evident in a 2017 industry survey finding that 33% of TECM practitioners could not report their value-add to their organization’s bottom line.
Campbell & Swisher stated: “The inability to demonstrate how individuals contribute to their organization’s goals has many well-known, negative consequences that include lack of respect for the profession of technical communication. …[resulted] in Complaints about lack of respect for the role or skills are long-standing: limited organizational input … inadequate advancement opportunities …”
This sad state of affairs explains why many of today’s executives need to understand that content is one of the most significant assets of an organization. They don’t perceive content as a ‘product’ that provides value by meeting a customer’s information needs. Some executives must recognize TECM as a bona fide profession rather than expect engineers to do technical writing work. Yes, there is still much work to do to get rid of that dreaded pink collar curse.