Since the topic for this week (27 January 2016) was diving deeper into content strategy (CS) I asked you to look at some terms found on the Language of Content Strategy. As part of our in-class discussion, you were asked to pick one of the terms you looked at and then “perform” it for the class. You couldn’t just stand up and tell us about the term or why you chose it. You needed to find a way to enhance your delivery of it.
For the most part, y’all did a good job. Although, some of you will need push yourselves a little farther outside of your comfort zones when asked to do this type of exercise again. What was interesting about the terms you chose was that you were able to add additional layers of content strategy and how those strategies have to apply to the business strategy of the organizations. It’s not to say that you can’t work toward helping your organization shift their strategy, but at least in the early stages of your career, you have to learn how to read organizations and match your job to their goals. (More on this latter topic as the term progresses…though we did touch on this when we were talking about collaboration and working on teams!)
In any case, here are some things that stuck with me after class. First, you are really starting to see how content can work–or in the words of Halvorson and Rach–do a job in an organization. Second, you need to not be afraid of taking risks and leaps with your thinking. You really can’t be wrong in class. Even if you miss the mark a little that discussion can move us toward something really fruitful.
The bar scene, performed by Tommy and Natalie, was just great. It was spot on for a couple of reasons. It took the term–localization–and really performed it by being in a local, neighborhood bar. Neighborhood bars are hyper-localized and often can shed important light on the cultural and social dynamics of a neighborhood. That’s why performing this term as a neighborhood bar scene worked so well because localized content can shed important light on specific social and cultural factors of how your organization’s local content may be being used. (Now, I get that some of you may not be bar people, and that’s ok if you didn’t get that connection.)
Secondly, it helped to set up an informative discussion. The example we talked about in class of geotagging locations can be used by organizations to highlight their content, and thus their product or service, in specific locations to improve really strong markers, improve weak markets, or help make determinations of which markets to leave. Localized content that starts with a geotag can be flipped into a blog post, pushed out in other social media (think photos on Instagram or tweets to this other content on twitter) and then even circulated in other media, potentially as an internal intranet story or as a feature in an annual mailed newsletter or annual report. This is the type of involved thinking around content and content management that really shows you’re moving along.
Content migration not only had a great story it also did a good job of helping us talk about the importance of tools (which went with our concept presentation on CMSs) and intersected with our readings about audits and stakeholders/people that need to be involved in content decisions. Kelly’s because it captured the really big and important parts of the term. The idea that some content shouldn’t migrate and other content needs to is vital in larger projects, and the fact that the money tree as a metaphor for the business goals was well placed. The way that this performance worked in tandem with the intelligent design and adaptive content (and to some extend the wireframes and folksonomy) was really cool too.
Intelligent design gave us a stark and important reminder about the separation of form and content, which we’ll be talking more about when move closer to your template and style guides assignment and is something you’ll notice when you’re doing your comparisons of tools. This separation of form and content really changed the way that information was designed and delivered in the age of the Internet.
Finally, we should probably all give props to Daniel for his performance being an actual performance! But his view of augmented reality (and its connections to document engineering) gave us an opportunity to look to the future of what content management and content might be. His touch screen pizza options projected on the wall of his apartment reminds us about the mobility of content and the adaptive capabilities.
Overall, the goal of this exercise was to creatively and actively find ways for y’all to start working with these big concepts and to start putting them together. Thanks for playing along. You did a great job.