Insomnia, content strategy edition

Sarah O'Keefe / Opinion2 Comments

coffee and a laptop

I usually sleep quite well, but every once in a while, sleep eludes me for no apparent reason. So there I am at 2 a.m., awake. Here are some of the things that keep my mind spinning:

  • Why, after 20 years, are we still introducing structured concepts? Where is the critical mass of adopters?
  • What will be the Next Big Thing after DITA?
  • Is content strategy irreparably tainted by the content marketing takeover?
  • How can we support more complexity and more requirements when we’re struggling to reach a reasonable baseline for product content quality?
  • What will my job look like in five years? Ten years?
  • Will marcom and tech comm ever end their feud? Or is this going to end like Romeo and Juliet?

What keeps you awake at night?

About the Author

Sarah O'Keefe


Content strategy consultant and founder of Scriptorium Publishing. Bilingual English-German, voracious reader, water sports, knitting, and college basketball (go Blue Devils!). Aversions to raw tomatoes, eggplant, and checked baggage.

2 Comments on “Insomnia, content strategy edition”

  1. For every new contract, why do I need to start (almost) from scratch, on my pitch for *shared understanding of content, its role in business success, content ROI* for all teams involved. The pitch or workshop is of course personalized but why I need to do it all over again for every new team? It does not mean that I do not love doing it but why content strategy is 70% education and 30% execution for every team that I work with.

    Two, why organizations are so quick on design or marketing or sales decisions and why they are so slow on content decisions (unless these are not informed or measured decisions). Even in MVC (Minimum Viable Content), the decision making across directions, across hierarchy, and for execution is slow when compared to decisions in marketing, sales, or design, and I hate it.

  2. I’m mostly retired, so my insomnia triggers are much less complicated than they were a year or two ago:

    1. How far in advance should I warn my clients that I’m going out of town again?
    2. If this website is so important to their mission, why do they keep assigning their newest intern to “manage” the project?
    3. How did said intern survive three years at a good university and still remain a total technophobe?

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