Live from STC Summit: Under the Influences: Context as Strategy

Under the Influences: Context as Strategy, by Keith Anderson

Content floats around in space, disconnected from its creators, easily misunderstood.

Content without context is just data. Writers and designers worked together starting with the printing press.

Summit2015_datesThen came the typewriter, and we “untethered” our content. Now we’ve moved to computers, internet, social media, big data… we get more and more information without context for it.

We provide restrictions via platforms, via devices, via siloed channels.

“We promote portable content without providing information on how to maintain context.”

If we are truly to support our organizations, content strategy must include all organizational content, support the long-term welfare of the organization, avoid worship of the stakeholder, identify customers as people, and communicate effectively with our audiences. Continue Reading