CHAPTER 10 The Two Faces of Content Strategy: Balancing the Needs of Users and Editors
I am a content strategist. You are a content strategist. Everyone who
works on a website, who works with words, who works in communication
or journalism or public relations is, in essence, also a content strategist at
some point in their career.
I am also a website user and an audience. So are you. We’re on both sides
of the coin. Which is why it’s up to us to create better content models and
editorial calendars, not to mention better Web editing software and content
management systems, to make sure the great Internet things we make can
be taken care of, at launch and beyond. Empathy is just a buzzword until it’s
paired with a corresponding action. So let’s start taking action.abouT The auThoR
Corey Vilhauer is User Experience Strategist at Blend
Interactive, a Web shop in the heart of the Midwest,
where he specializes in content strategy, information
architecture, and editor/end user quality assurance.
Corey is a recovering advertising copywriter and
productivity junkie. Despite these hardships, he still
likes to write at length about methodology, empathy and
small business content strategy at http://www.eatingelephant.
com Elephant (http://www.eatingelephant.com) and
about other things at Black Marks on Wood Pulp
(http://w w w.blackmarks.net).