I had to laugh this morning when I saw this tweet from UX champion Jared Spool:
The situation has been circling for months, and it’s finally caught us. Guilty. We are engaged in a fight about what we are talking about. [“Fight” is really too inflammatory a word, as long as we’re trying to be specific. I think the fight is between us and our overly semantic selves, truly.]
Let me be clear up front that I find the discussion useful and unimportant: Useful to help our discipline better define itself and better educate prospective clients [customers, our boss, the CFO, whoever] about the need for content strategy, not altogether important in that much of this dialogue is about our internal terminology, and we’ll never fully convince the people who sign our checks to use the terms we like.
In the past couple of weeks, I’ve read a couple of thought-provoking posts from Lise Janody and Ian Alexander, and I’ve been following the great conversation on the content strategy Google Group. The Nashville Content Strategy Meetup also had a great discussion related to this topic at our event last Thursday. So all this has been swirling in my head recently. I’ll throw my thoughts out there, and I’d love your feedback.
Here’s how I approach content strategy:
- I love Kristina Halvorson’s Content Strategy for the Web, and Erin Kissane’s The Elements of Content Strategy. I think both are helpful definitions and provide great examples, particularly of some deliverables that are useful in content strategy.
- I think content strategy is NOT about deliverables. Though this may seem to be a contradiction, keep reading. I’ll elaborate.
- Content strategy is a mindset. That’s the real value we bring to our clients at Creekmore Consulting. We help them think about content in a new way. We often use deliverables like audits, inventories, taxonomies, style guides and more as part of our work, but those aren’t the real value. They help us reveal and demonstrate the value that true strategy brings to the table.
Now, about content marketing.
Ian Alexander’s reference to content marketing kicked off some of the fuss in the Google Group, and I do think it’s a useful question he’s asked. How do we [internal to the discipline] differentiate content strategy and marketing? How does the marketplace [our clients and stakeholders] do so? I think he’s right in asking — I’ve seen lots of places where I felt the terms were used interchangeably, and incorrectly, I felt.
My background includes a whole lot of content marketing, so I’ve got some definite opinions here. I think the word “content” is part of what confuses us in both content strategy and content marketing, but I don’t have a great substitute for it at this time.
Content strategy: The mindset that puts content second*, whether you’re talking about enterprise content management, product development, web applications, mobile, print, marketing, whatever. This emerging discipline is particularly known for several of its web-content-based [but often more broadly useful] deliverables, like content audits, taxonomies, style guides, workflows and governance models. We put content second, because the business goal comes first. All else follows.
Content marketing: A particular marketing strategy, where marketers use content to build a trusting, reciprocal relationship with customers and prospects.
The fuzzy: The confusion happens in the middle. To me, effective content marketing must have content strategy as a component. You have to have planned for the [to use Halvorson’s well-known definition] creation, delivery and governance of any content if you want it to meet your business goal. In my previous, custom media life, this distinction was clear. The custom magazines and websites we created for customers were content marketing, and we used principles of content strategy to ensure we met business goals and effectively managed operations.
But I don’t think the distinction is always so clear. It’s sometimes hard to define whether a web property is a product, media or marketing….often, a single website can be all 3 at once. So it’s no wonder we’re confused about the terms.
What’s the takeaway? I’m not sure. I think the conversation is good. I think we can draw some distinctions. And I think we have more work still to do.