Adventures in Content Strategy
"Either write something worth reading or do something worth writing." Benjamin Franklin
“What’s content strategy” is a tough question to answer concisely. You want to describe the process without making it sound like copywriting, or marketing, or (God forbid) a buzz word. Explaining content strategy is, in effect, explaining the difference between marketing and messaging. This is the struggle I face each year when I lead Atlas…
If you want to improve your messaging skills, here’s your homework: read Walk Two Moons, by Sharon Creech. Or most any other book intended for young adults, for that matter. YA novels are an exercise in how to write from your audience’s perspective. Aside from the fact that reading fiction promotes empathy, there’s another reason young adult…
Branding isn’t Bollocks, by Mike Atherton What’s the message behind the messaging? The people who buy the products aren’t always the people who use the products Makes marketing and UX a mess Products get so complex that consultants get brought in so that users don’t have to use products Need begets new need – competitors…
