The title is shamelessly paraphrased from David Farbey’s presentation at TCUK10, and is a point of view endorsed by other delegates in their presentations, such as Roger Hart in the excellently titled The Spork/Platypus Average – Content strategy at Red Gate Software.
I hate to oversimplify these two excellent presentations, but between them they made three key points that helped formulate my understanding of Content Strategy:
- Content Management is about rules. Content Strategy is about thinking – David Farbey.
- A Technical Communicator’s toolbox of cool things is a Content Strategist’s toolbox of cool things – Roger Hart.
- Content Strategy is not just about the Web – A point of view endorsed by both Roger and David.
So how does this apply to what I do?
I’ve been a Technical Communicator of one stripe or another for twelve years. I’ve worked on manuals, help systems, reports, presentations, flyers, specifications, user interface design… I’ve never had trouble finding a new area to apply my skills.
However, in my current role my remit is quite different. I was taken on to think about and to begin to implement more efficient and effective ways to manage the documentation created by the IT Department. And what a challenge that was – in over fourteen years of existence, the company had given no real thought to how to actually do this. At all.
I confess I launched right into a firefighting exercise. I juggled competing demands from managers wanting me to document BAU procedures and processes, while trying to learn as much as I could about what tools or techniques might be best applied. In short, how could I help non-writers write, because there was no way I could do it all myself.
Before TCUK 10 I only had the vaguest idea what Content Strategy might be. Afterwards, my neurons were on fire with ideas. I couldn’t believe I hadn’t realised before that recasting my ideas in the form of a coherent strategic approach was the best way to sell this to the department – and the business as a whole.
With the resources at my disposal – my toolbox of cool things (i.e. my communication and analytical skills); the knowledge and enthusiasm of my colleagues; and the limited tools and budget already available – I was sure that what had seemed like a Herculean (or perhaps Sisyphean?) task became something I could tackle.
Just how this all works out is currently in the balance. Whatever the case, I am now firmly on the path to becoming a Content Strategy advocate.