A content strategy clarion call: get out of the sidelines and onto the field

a rugby game

I was blessed to work on a project last year in which I was hired as a Content Strategist and yet made no documents. Not one.

Instead the entire project was about balls-to-the-wall making, coding and breaking. It was strategy in the midst of a muddy game, I guess. Whatever it was, I’ve not been the same since. In terms of finding projects that are truly going to satisfy me, I’m near ruined. I’ve tasted the nectar. If you’re a Matrix fan, I took the red pill. Read More

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Content strategy for startups: blazing a new trail

Wright brothers take flight.

During the first half of this year I was contracted to develop a content strategy for a newly formed organisation. I say ‘newly formed’ in that at the time of starting the project I didn’t know very much about the client and, bizarrely, hadn’t quite wrapped my head around the idea that they were a startup. Read More

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Create waves, not ripples

Create waves, not ripples

‘The work of the Pirate is to create waves, not ripples.’ – @dolectures

As a consultant/freelancer (a Mercenary, a Pirate), I’m often called on to make waves where they’re needed and to steer a content vision through personal undercurrents and political rip curls without inspiring mutiny. Read More

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The full birdsong: inspired by ‘Strategy on the Inside’

I’ve been inspired to write this post by an online conversation that sparked up over a tweet I sent out last week. The tweet resulted in a multi-person twitter exchange and the writing of two very thoughtful blog posts (one by Rachel Lovinger, the other by Destry Wion) regarding the word ‘strategy’ and whether it is an appropriate title for the kind and variances of the work we as digital and content-focused people get up to – not a new discussion but one that seems to revive with fair regularity. Read More

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The user profile thing – sliced, diced and reconstituted

The user profile thing – sliced, diced and reconstituted

In my time of working with agencies and creatives I’ve come to find that one of the first things that people want to create is audience profiles. At the best of times they’re woven out of formal research but they’re often (in my experience) conjured up using information from business owners or employees, perhaps some personal familiarity with the user group, and a dose of assumption. Read More

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Assumption, the mother of all… (an ecommerce content strategy case study)

I recently completed a content strategy project (with my contractors, Exploded View) for an ecommerce client who runs one of the largest online yoga stores in the UK. The project was a first for me in that the content strategy was not attached to a website redesign but instead needed to be completed within the structure of the client’s existing website and ecommerce platform. Their website and ecommerce platform were far from perfect, a point readily admitted by the client, and so much of my work was centred on finding ways to make content production and output vastly more efficient and targeted even if it was that little bit limited by the existing site and system.

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