Content is a Republic

I’d thought the Content is King debate was over, but I saw it rearing its jester’s head once again recently. Argh!

“Content is King” is a phrase that seems to have come out of content marketing to express the simple idea that content is now the most important form of marketing. Which is actually a rather weird and restricted meaning of the word content, since it was meant to contrast with traditional advertising which is, after all, content.

What I think those who coined the term were really trying to say is that in marketing content that informs now performs better than content that attempts to persuade. This is a direct result of content being easier to get on the Web, which meansĀ that readers can get the information they want while avoiding any overt attempt to persuade them. read more

Are Docs a Responsibility or a Business Asset?

Do we write documentation to fulfill a responsibility, or to create a business asset? Are we striving to meet a set of requirements pronounced by either convention or regulation, or are we striving to increase corporate revenues and contribute to shareholder value?

The question is provoked by an interesting discussion with Jonatan Lundin in the comments on Tom Johnson’s post Using Tags to Increase Findability. (The discussion has virtually nothing to do with using tags to increase findability — sorry Tom!) Jonatan’s position (if I have understood him correctly) is that tasks can be divided into product-centricĀ  and organization-centric, and that documentation should stick to covering product-centric tasks and not touch organization-centric tasks. My position is that the user’s task is to use the product’s features to meet the organization’s goals and that if we are going to produce task-oriented documentation, therefore, we cannot ignore the user’s business domain. read more