Tag Archives | content strategy

Reuse is a good tactic but a poor strategy

I’m hearing people talk more and more about developing a reuse strategy. This is troubling. Reuse is a tactic at best. It is not a strategy. At least, it is not a good strategy. Content strategy has an acronym COPE: Create Once, Publish Everywhere. But COPE can mean something a little different from tech comm’s […]

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Portrait with bookcase.

Content as Furniture

Summary: Content is no longer furniture; it is a utility. We have to learn to treat it as such. I am in the last throes of our move from Ottawa to Kitchener-Waterloo, Ontario, which involves moving a lot of content. Boxes and boxes of great heavy lumps of paper and ink content. Great gaping room-swallowing […]

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I am a Content Engineer

In the closing keynote of the 2013 LavaCon conference, Ann Rockley talked about the rising importance of content engineering in content strategy. A content engineer, Ann explained, is someone with one foot in the technology world and one foot in the content world. Last year I wrote a pair of posts on my hesitation about […]

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Why content jobs are never well defined

Content jobs are never strictly defined because they are the mortar that holds the bricks of the enterprise together. I’m attending LavaCon, and here, as everywhere, content people are debating the definition of their roles, the names of those roles, the boundaries and intersects between them, and the responsibilities and qualifications pertinent to them. Newer […]

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A differential content strategy focuses on the places where content can add to shareholder value. Photo: FreeDigitalPhotos.net

Differential Content Strategy

Traditionally, the content strategy for technical communications has tended to be undifferentiated. That is, organizations would define the components of a doc set: user guide, admin guide, quick reference card, reference, etc, and would produce that same set of documents for every product and every product release from 1.0 to the very last release before […]

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