“The Elements of Content Strategy” Argues For Dramatically Expanded View Of The Role of Web Writers

"Content strategy is to copywriting as information architecture is to design." ~Rachel Lovinger

Using a sharp, no-nonsense style, Erin Kissane delves into the burgeoning role of content strategy and how it can apply to organizations at various stages of the process of content creation and/or redesign in “The Elements of Content Strategy.” Most poignantly, she advocates for the redefinition of content within the parameters of how useful it is to the reader and how it can help the audience meet its own goals.

Kissane delivers some solid tools to apply and offers a number of memorable analogies, as well as some really useful tables and figures. In espousing the importance of user-centered design and content, she takes aim at the corporate practice of “designing a site map to mirror an org chart,” which permeates organizations of all kinds.

In a point which should hit home with companies of any size, the book discusses ridding content of self-absorption, internal jargon and clashing mission statements—which is essential to engaging with the reader. Instead of harping on your capabilities, show your value through case studies, demonstrations and results; as Kissane writes, “give the puffery a rest.”

"One of the great challenges of content strategy -- and especially of content production -- is getting ideas from the heads of experts into the heads of content producers."

Kissane also notes that most companies struggle with “publishing everything we can” vs. “publishing everything we’ve learned that our users really need,” resulting in pages of interminable length and making everything harder to find. According to the author, balancing the needs of the client and the needs of the user is of utmost importance; they need to complement, not conflict.

In the same vein, the internal perspective is usually based on informal assumptions, aged stereotypes and limited understanding of their audience. This approach can be useful in guiding messaging, but it must be supplemented by actual analytics and user research. She reiterated that defining success measurements is imperative, which can be tricky in an area that has historically been difficult to measure.

In part to stem these issues, she points up the essential role of ruthless attentive editors, while also emphasizing the corresponding importance of editorial processes and workflows in managing content and applying strategy to it—all while keeping resource constraints in mind.

"Editors worth their salt work not for writers or publishers, but for readers."

Kissane touched on the role of writers as well. By acting as “advocates for content,” she said that content strategists can take client ideas and make consultative recommendations that are based in sound principles and realistic best practices. She also talked about the beneficial impact that content specialists can have on design decisions.

The ending got a bit dense, but …Let’s face it, we’re all suckers for bathroom humor, even in the midst of a nonfiction tome about content strategy.

"In short, we should strive to create and present content in ways that respect the fact that even when they're using the web, people need to pee."

So the real message of “The Elements of Content Strategy” is that it takes due diligence and vigilant attention to keep your content from going to shit.