Content Strategy: Master or Meta?

February 16th, 2012 by Anna von Veh § 0 comments § permalink

I was musing again about Content Strategy and it occurred to me that there are two ways of looking at it.

There is what I would call the ‘Master’ view: the all-seeing eye that knows everything, plans everything and creates clear structures to realise a certain vision. This is most appropriate to the ‘Enterprise’ model, particularly for industries where compliance is incredibly important or for highly structured modular content.

The other is the ‘Darwinian’ view: life develops largely through chance, circumstance, and constraints, making use of minute building blocks (DNA) to combine and create new life forms in endless and unforeseeable combinations. And, likewise, the binary nature of digital (so simple that it’s either on or it’s off) makes content uncontainable, unconstrainable and endlessly combinable. This paradox is both a threat and an opportunity.

» Read the rest of this entry «

Contented

February 6th, 2012 by Anna von Veh § 4 comments § permalink

The other day, Ingrid Goldstein and I were discussing content strategy and publishing (in preparation for a workshop we will be giving at the Publishers’ Forum in Berlin in April.) We got to talking about the often slow rate of adoption of content management when compared with other document-heavy industries.

One of the reasons may be that much of the current language of content management uses the language of logic, with little attention to the lyrical or personal. The reason for this may be that most companies using CMSs up until now have been businesses outside the creative field. Within these contexts, the purely rational language of content management may be valid.

Publishing companies, however, are different. » Read the rest of this entry «

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