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Re: Building a community-powered product roadmap

Sean Tubridy — Wed, 18 Jan 2017 12:25:19 -0000

Nice, making things more transparent like this gives a lot more confidence to users.

Re: News flash: Social media won’t fix your content problems

Sean Tubridy — Wed, 03 Mar 2010 15:09:30 -0000

>> We should agree that all of these components should work collectively --in an integrated fashion --that's true web strategy.

Yes. Yes. Yes!!

As I said, it's not that your information isn't relevant or social media is useless. You said it exactly: we need to learn how to facilitate better cross-discipline collaboration to improve the way we work on the Web.

We'll get there. It's hard when there are just so damn many people involved. You know what we need? A DICTATOR. :)

Can't tell you how much I appreciate your engaging in this conversation. Looking forward to future exchanges.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:17:45 -0000

I'm going to print this comment and frame it and put it on my desk! :)

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:17:11 -0000

Yep: that's the next step in the evolution of the practice... getting some numbers around the value of content so the c-suite will start paying attention!

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:16:15 -0000

Terrific! Now I'm *your* fangirl.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:15:50 -0000

Really, you're in a good place to begin considering content strategy, because social media can be much more effective (and sustainable) if you start there! I'd encourage you to check out my book for a solid overview of what content strategy is, why it matters, and how you can begin to introduce it into your project processes.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:14:20 -0000

Maybe we should just call content strategy "social media 2.0."

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:13:40 -0000

I sometimes feel like Joe and I need to do some kind of roadshow. We're like the content Sonny & Cher. I'm not sure who's who, though. :)

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:12:05 -0000

Oh, that's a blog post in and of itself!

Content strategy demands that you stop considering content as a product you can create, launch, and forget about. Content isn't something you can just "go get." It forces us to consider content a business asset, not a commodity. It also means changing who/what typically drives the bus on our web projects: today, it's UX and/or design. A great web project team includes a content strategist from day one. Everyone knows where the "content buck" stops!

(I wrote "interactive content strategist" on my business card in the mid 2000s and upped my rates by 50%... and no one blinked.)

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:08:59 -0000

I definitely think the biggest challenge will be getting businesses to realize they need to dedicate resources for content over the long term, and not just project by project.

Agencies are also going to have to finally understand that content isn't just copywriting if they're going to remain integral to their clients' marketing and PR efforts. Content strategy is actually more consultative than it is design or build; that's a big mindshift when it comes to content!

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Fri, 26 Feb 2010 15:05:37 -0000

I *dream* of that day! :)

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 17:04:01 -0000

I KNOW. I think the reasons people have been ignoring it for so long are pretty straightforward: It's messy. It takes time. We don't have the roles and resources allocated. Editors aren't empowered. Marketers are measured by quick wins and questionable analytics.

More than anything, there's so damn much content out there that we see it as a commodity, something we can just bury or throw away. (Or buy a multi-million dollar CMS to fix.) Yeah. Not so much.

I found this interview with Walter Kiechel (author, Lords of Strategy) really relevant: http://tr.im/PNTq

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 17:02:16 -0000

Content marketing and content strategy are two sides of the same coin! :)

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 17:01:56 -0000

And thanks for your input! Just to clarify, that great quote is from Brian Solis.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 17:00:54 -0000

Hey, thanks for your comments... be sure to give me a heads-up about your upcoming post.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 16:59:06 -0000

Thanks for all of your comments! The good news is that our organizations are starting to get it... finally... so be ready with your ammo when they ask what this whole "content strategy thing" is all about!

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 16:53:56 -0000

I love that you connect the dots with SEO and social media. These are the two most-hyped practice areas of the past 3-4 years, but to your point, they can't be successful over the long-term without a solid content strategy driving and unifying them.

Re: Content strategy is, in fact, the next big thing

Sean Tubridy — Thu, 25 Feb 2010 16:52:47 -0000

That's an excellent question and one our clients are constantly asking for advice on. My own opinion is that they've already tried doing this with vendor agencies but it hasn't worked. Whether or not companies know it, I think it's a big part of they're churning through AORs these days. In-house editorial is going to be a mandatory investment in the long run, if brands really want to compete online and elsewhere.

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Wed, 27 Jan 2010 14:37:39 -0000

Begrudgingly, I agree with Melissa. (Clearly, she's the brains behind our entire operation. I am merely her puppet. "Dance, Kristina! Dance!")

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Tue, 26 Jan 2010 22:11:09 -0000

Could you define... "strategy"?

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Tue, 26 Jan 2010 17:02:42 -0000

"With CS as a whole, however, I do feel we only get so far with talking it, and we need to do more showing."

Yes!

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Tue, 26 Jan 2010 17:01:52 -0000

Exactly. I've used the house metaphor dozens of times when trying to explain why content strategy can help. Last night in a UX Book Club discussion, someone also compared content strategy to the script of a play... you need it before you start designing the set!

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Tue, 26 Jan 2010 17:00:50 -0000

Yeah, it's hard not to run after the content strategy land grab... I like to keep things fairly simple, which is why I use a simple definition. There are going to be several, and, just as you say, many of them will be right. Again, the main goal is to keep our eyes on the prize of making content matter. Even the phrase "content strategy" begins to elevate it beyond "just words."

Re: Content Strategy: More than a Bunch of Tactics

Sean Tubridy — Tue, 26 Jan 2010 16:59:07 -0000

Thanks, Kathy. I think about this stuff a lot. :)

Re: Behold, the mighty hive

Sean Tubridy — Fri, 08 Jan 2010 12:51:02 -0000

Oh, thank you so much, Julie! I've searched for that for months... will add the referring URL to the diagram.