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Name of Book: The Element of Content Strategy
Reviewed by: Ademola Adeshina
Author: Erin Kissane
Year of Publication: 2011
From the analogy of James Bond used in this book, whenever he is faced with a challenge, a solution is provided, appropriately. Hence, the fundamental principle that good content is appropriate. It should make users feel better and should be provided at the exact time they need it.
The fundamentals of effective content go beyond appropriateness and include usefulness, clarity, consistency, user-centricity, and support.
Content strategy may seem new, nevertheless, it has a legacy. It is influenced by several fields which include but not limited to curatorial work. The word cura is a Latin root word for curator which means to care. Curators care for the work they do and this is an important virtue a content strategist needs.
In the book, The Element Of Content Strategy, Erin Kissane made available four underlying strategic ways of grouping deliverables. These methodologies or strategies can be used interchangeably depending on the project to be worked on. Nevertheless, it is advised you use the strategy that supports the work you perform. The methodology she uses for all her works falls into three categories: evaluation, design, and execution. “Though you should feel free to use it, I don’t offer my own methodology as the one true way, but as an example of a methodology optimized for performing certain kinds of content work.”
As a content strategist, it is expected of you to understand the project you have been assigned to work on. The project can either be defined by you (the strategist) or the client, nonetheless, being well informed about a project saves the project from suffering later on.
After knowing all about your project goals and the client’s desires, it’s time to conduct research and assessment. The question “what are we doing and why” helps you define the project early enough.
Now, during the research, you will need to know who your users are and how you can transform them with solutions tailored to solve their needs. In this process, contents are either audited quantitatively or qualitatively or both. Whichever, it’s beneficial for assessment. Analysis can be done on competitors also as the data gotten from the competitors’ analysis will help you come up with better strategies for your project.
Continue by creating the right strategy using the information gotten from your competitors’ analysis, your understanding of the project and buyer persona created.
The values, approaches, and processes in this book are not “content strategy.” Content strategy is what happens in the spaces between—The Author.
I highly recommend this book for anyone who wishes to start a career as a content strategist as well as those who need this idea to grow their brand.