Ten mistakes for content strategists to avoid
As content strategy spreads far and wide, we are making old mistakes in new ways. Here are ten mistakes that content strategists need to avoid.
As content strategy spreads far and wide, we are making old mistakes in new ways. Here are ten mistakes that content strategists need to avoid.
Technical writing and marketing writing attracts people who love words and books. (This definitely includes me.) In the emerging discipline of content strategy, content is an asset. Its value is determined by what it can do for the business, not by artistic or literary merit.
For his 1959 horror movie The Tingler, director/producer William Castle had movie theater seats rigged with buzzers to scare moviegoers during a scene when the Tingler creature is loose in a theater. Patrons in those seats probably didn’t enjoy the jolt—or making a spectacle of themselves because of the Tingler’s “attack.”
You’ve made the transition to an XML workflow for publishing your technical content, converted all of your legacy content, and started authoring in the new system, as discussed in part 1 of this post. Although you now have a much better outlook on sustainability, you’re still facing a problem: your content creators are having trouble with the idea of separating content from formatting.