DRCC Blog - Latest Comments

Re: New diagram on content and strategic communications

Diana Railton — Wed, 30 Oct 2013 14:06:06 -0000

Thanks, Rachel.

Re: New diagram on content and strategic communications

rachel — Mon, 21 Oct 2013 23:55:45 -0000

I think this is a really interesting diagram that really emphasizes the need to have employees that can work cross-functionally, like you stated in the post. Each of the components in the diagram are essential to the overall success of a corporation. It also highlights the importance of having a consistent, clear method of conducting business in order for consumers and clients to receive the product or service in the same manner each time.

Re: New diagram on content and strategic communications

Diana Railton — Fri, 10 May 2013 04:37:08 -0000

Kris - That is so well put! It also summarises most of what I was trying to say. Many thanks.

Re: New diagram on content and strategic communications

Kris Mausser — Thu, 09 May 2013 08:14:59 -0000

Regardless of the business model we eventually see arise from the content deluge taking place, you are absolutely right that conversation, collaboration and complementary strategies are the key to successful business in this new economy.

There are so many brilliant Content Strategy approaches being used by practitioners that would only serve to bolster the content efforts of other departments within the organization, just as there are new techniques in Marketing, Communications, User Experience etc. that could be incorporated into Content Strategy practices as well. Organizations and leaders who appreciate the value of thinking outside the silo will be the ones who benefit in the long run.

Re: New diagram on content and strategic communications

Diana Railton — Wed, 08 May 2013 15:27:25 -0000

Kris – Many thanks for your very useful, thoughtful points.

What I should also clarify is that, rather than putting Content Strategy in the middle of an organisational hierarchy, I am trying to focus more on the link up of complementary strategies. The dividing lines in the diagram are perhaps a bit harsher than they should be.

Most organisations are practising content strategy in one form or another, even if they don’t call it that. But there is so much really sophisticated work to share as Content Strategy develops as a discipline. You can only work out a strategy well if you are aware of all the possible tactics that can be deployed, and this again is an exercise in wider teamwork.

I really like your analogy with Switzerland. As you say, it will be very interesting to see how things evolve.

The links to your posts aren’t working. Please feel free to add them again. I look forward to reading your next ones.

Thank you for making the time for this very stimulating discussion.

Re: New diagram on content and strategic communications

Kris Mausser — Wed, 08 May 2013 07:35:47 -0000

Thank you for clarifying further, Diana. It's true what you say about the proliferation of strategies at the moment, and I think it's quite perceptive of you to say that it is due to a lack of unified leadership. This required unity is certainly highlighted in the Altimeter Report you link to above. The work my company has done in facilitating organizational change in support of a design thinking/content publishing approach to business owes much of its success in large part to a strong leadership at the executive level who have the authority to implement change (For a case study see my blog post on www.discontentcompany.com - http://bit.ly/Sy8F74 )

I also think the overuse of the word strategy in the corporate lexicon has led to some ambiguity as to what that word truly means (A thought I explore further here: http://bit.ly/XBCutB ). As a result, Content Strategy as it is interpreted by many practitioners isn't strategy at all, but the tactical treatment of content. Without resorting to defining the term, I do like how you have put the practice into context as being responsible for the "corporate publishing" within the organization. I think you're right. This is definitely the best place for it as it exists now. Digital strategy, as you say, is then a channel strategy. However, as companies evolve, I would go so far as to say for many Digital Strategy has become synonymous with Business Strategy.

The one thing I often explain to clients about the value of Content Strategy is in its ability to remain neutral in the assessment of content. Unlike Communications which is message-drive, and Marketing which is sales driven, Content Strategy is the Switzerland of the organization. It allows business to look objectively at all content assets across departments (and in support of departmental objectives as you mention) with the ultimate outcome of efficiency.

So, while you currently have Content Strategy in the middle of the organizational hierarchy, I wonder if in time, we'll see these roles absorbed by Communications and Marketing? Perhaps with a C-Suite addition of a Chief Content Officer or other who is able to manage content assets without influence or bias of intended content efforts.

It will be interesting to see how this evolves in time. Posts like yours will only help to pave the way. Thank you!

Re: New diagram on content and strategic communications

Diana Railton — Wed, 08 May 2013 04:45:44 -0000

Thanks, Kris – and also for raising a very important point that needs clarifying.

Everything seems to have its own ‘strategy’ at the moment – and often because different parts of an organisation are not working in harmony. So it’s important to draw all the ideas together in a complementary way, while ensuring shared direction (hence the right leadership).

A content strategy has to support high-level strategic goals – ideally spelt out in business, marketing and communication strategies. These can have specific sections, such as a customer experience strategy and employee engagement strategy. A content strategy may well need to support strategic goals from other divisions too, like HR. If those strategies aren’t clear, there’s a danger of content strategy going out on a tangent.

No channel strategy can stand on its own. I would class digital strategy as a channel strategy that needs to support a number of higher-level strategies. Do you agree with that?

So essentially I see the diagram as hierarchical, but I am arguing for
integrated strategic management.

All the different strands need continuous auditing and measurement of strategic goals, tactics, outputs and outcomes + external and internal costs – to demonstrate efficiency, value and return on investment.

How does that sound? I’m sure you have many other great points to make.

Re: New diagram on content and strategic communications

Kris Mausser — Tue, 07 May 2013 15:00:48 -0000

Great post, Diana! As you know, I am quite passionate about organizational change with respect to digital strategy. As a point of clarification, is the diagram meant to be viewed hierarchically, or do you believe Content Strategy is the central pivot around which the other strategies revolve? Also, I'm curious about the Audit, Measure and ROI quadrants. Are these tactics under strategy, outcomes or both?

Re: The lure of the Intelligent Content Conference 2013

Diana Railton — Wed, 13 Feb 2013 05:49:08 -0000

Thanks, Scott. The conference was fantastic. Many congrats! Another blog post is in the pipeline. Would be great to see you in London.

Re: The lure of the Intelligent Content Conference 2013

Scott Abel — Tue, 12 Feb 2013 17:54:45 -0000

We hope you enjoyed yourself. It was great seeing you. I'm heading to London later this year. Hopefully, we can connect up then.

Re: Come to ‘The Big Online Picture’ with Neville Hobson in Bath on 25 June

mistral — Wed, 25 Jul 2012 08:57:18 -0000

misral dountuo

Re: Come to ‘The Big Online Picture’ with Neville Hobson in Bath on 25 June

Diana Railton — Sun, 17 Jun 2012 09:33:46 -0000

Thanks, Neville - we all are too!

Re: Come to ‘The Big Online Picture’ with Neville Hobson in Bath on 25 June

Neville Hobson — Sun, 17 Jun 2012 06:22:27 -0000

Looking forward to it, Diana!

Re: How many content strategies do you need?

James Royal-Lawson — Fri, 11 May 2012 09:55:10 -0000

Yes, the subtle difference between something being used interchangable and actually being interchangable. Thanks for bloggin Diana... Nice collection of links in the post too.

Re: How many content strategies do you need?

Diana Railton — Fri, 11 May 2012 09:49:04 -0000

The two aren't always interchangeable! My argument is that content strategy can be truly strategic and must live up to its name. Thanks for commenting, James.

Re: How many content strategies do you need?

James Royal-Lawson — Fri, 11 May 2012 09:23:46 -0000

Exactly Dan. Strategy is used pretty much intechangably for all those things you list. It's probably worse now than ever as it's become the presentation and book word of choice. "Content strategy for the web" or "Content process for the web" - which are you going to sign up for?

Re: How many content strategies do you need?

Diana Railton — Fri, 11 May 2012 05:22:42 -0000

Very good point, Dan, thank you.

Re: How many content strategies do you need?

dan barker — Fri, 11 May 2012 04:52:08 -0000

I think another issue here is that people still use the word 'strategy' to mean different things:

1) Some use it to mean 'a plan'.
2) Some use it as 'tactic'.
3) Some as 'process'.
4) Some as... strategy :)

And often people use these interchangeably.

Re: How much does your website cost? Part three

Diana Railton — Mon, 23 May 2011 04:12:28 -0000

Thanks, Relly. I saw you're on the Alpha.gov team - look forward to meeting you and learning about your work.

Re: How much does your website cost? Part three

Relly Annett-Baker — Sun, 22 May 2011 15:04:07 -0000

Handily they have a few content strategists dotted about, oh, and me, but I'm a contractor. Still, the party's just getting started :)

Relly Annett-Baker

Re: How much does your website cost? Part two

Diana Railton — Tue, 10 May 2011 12:20:08 -0000

Alec - thank you. And I'm very glad you've added the links to your other posts. My main problem was trying to condense things down. There's enough to write a book on!

Re: How much does your website cost? Part two

Alec Cochrane — Tue, 10 May 2011 09:32:29 -0000

Very good post Diana (all three of them)!

Just to provide completeness and not to just focus on BusinessLink ;), I also did a post for eConsultancy on how Direct.gov should measure their website use.

And rather tangentially I also did one on how Government should do online Marketing.

Just for disclosure I used to work for Serco who provided the BusinessLink service, so I was privy to a bit of inside information, although everything provided in the blog posts is publicly available information.

Cheers,

Alec

Re: How much does your website cost?

Mr Matt Anderson — Fri, 06 May 2011 12:20:44 -0000

All looks very comprehensive so far Diana, I am reading the rest with interest :)

Re: How does content strategy differ from corporate communications strategy?

Diana Railton — Fri, 07 Jan 2011 12:27:19 -0000

I see where you're coming from. It's not quite so straightforward because we're talking about strategy within strategy, hence the Russian doll analogy, and a content strategy has its own road map, aligned to the goals of the communications and business strategies. But there are a lot of elements within a content strategy that are more logistical, including governance and quality control.
Hope that helps.

Re: How does content strategy differ from corporate communications strategy?

Mr Matt Anderson — Fri, 07 Jan 2011 08:33:55 -0000

Very useful and I still don't think many communications or marketing managers put enough time or effort into this sort of planning of content. They focus more on the vision and less on the planning.

So I am clear. Would you describe content strategy as the "logistics" of content and communications strategy the road map?