Classic content strategy mistake: re-creating old formatting with new tools
This post is part of Scriptorium’s 20th anniversary celebration.
A common content strategy mistake is duplicating the look-and-feel of existing content when you’re implementing new tools and processes.Why pass up the perfect opportunity to update your formatting, delivery formats, or both? It’s often easier to get funding during times of change, so you need to take advantage of the opportunity.
Three years after I first wrote about this bad approach, I still see content creators succumb to the temptation of using existing formatting as the goal:
The surface appeal of cloning what you already have is understandable. Existing look-and-feel provides a definitive target, and content creators are probably comfortable with said target. However, unless there is a compelling business reason to reconstitute old formatting with your new tools—and “We’ve done it this way forever” generally is not—don’t do it.
RESIST THAT URGE!*
* unless you have a specific business requirement—such as regulatory guidelines—for duplicating formatting