Category: Content Strategy

It’s more complicated than that

January 13th, 2012

My daughter is four years old. The other day, as I was leaving the house, she asked me why I needed to go to work. “Why can’t you stay home?” she said.

My simple answer was, “Dear, you see, I need to go to work so I can make money, so we can have nice things and eat nice meals.” She accepted that answer as truth.

What I didn’t say was that I enjoy going to work. That there are days when going to work is a break from the kids, as much as I love them, and that while I would certainly rather spend the day with her and her brother, there are times when I need to get out and think at an adult level.

I didn’t mention that I don’t work for the money, but for the challenge – for the drive, for the thrill of making things, for the rush that comes with collaborating with other people.

I just said I was going to make money. It was the easy answer. Because I didn’t have the time – nor did she have the attention – for me to tell her truth: that it’s much much more complicated than that.

Deforestation

If there’s one thing that fuels today’s grab for pageviews, it’s opinions. Hard ones. This or that. Nothing in between. Nothing that veers into the hazy grey field of compromise.

“Summarize that,” they say. “Give me the bullet point version,” they demand. Time is of essence. Boil it down so it no longer needs thought.

So when we talk about whether the New York Times should be more vigilant in their fact checking, or whether yoga will cause you irreparable harm, we’re predisposed to boil it down to the most simple argument. I know I do this. We all do, in some ways.

Maybe it’s not our fault. Maybe we’ve been taught to believe that the ability to create concise descriptions of complicated things is a sign of success when. Really, it’s the opposite. You’ve succeeded when you can explain a complex subject without losing the nuance. I know: that’s hard to do. So we summarize. So we cut corners. We ignore the complexity.

It’s not a matter of missing the forest for the trees – it’s that we’re cutting down all of the trees and wondering where the forest went.

On Argument

A year and a half ago, during the 2010 South Dakota Festival of Books, I watched Michael Hart – the late founder of Project Gutenberg – and Michael Dirda – Pulitzer Prize-winning book critic – present a panel on “Reading in the Digital Age.”

As one might expect, Hart spoke at length about how the printed book was dead, that all writing should be done digitally for the benefit of mass consumption and for those who may not be able to afford a printed tome. Dirda, on the other hand, spoke about the necessity of aesthetics, of the tactile nature of holding a book in your hand, of the feeling of being that you cannot recreate in an e-reader.

Both made some good points. But the title of the panel is misleading. This presentation was no more about reading in the digital age than it was about koala mating habits. Where we expected some sort of solid discourse on where print vs. digital may eventually compromise, we instead received a kind of ribald sniping. It was a battle between two opposing viewpoints, both refusing to admit middle ground, incapable of giving an inch.

While the answer lie somewhere in the middle of the pitch, these two men fought over which side of the field to enter.

Respecting Complexity

If a single idea has followed me around this year, from politics to art and work to friendships, it’s been this one: “it’s more complicated than that.”

It’s centrally important to seek simplicity, and especially to avoid making things hard to use or understand. But if we want to make things that are usefully simple without being truncated or simplistic, we have to recognize and respect complexity — both in the design problems we address, and in the way we do our work.

Erin Kissane, “What I Learned About the Web in 2011″ via A List Apart

My experience at the South Dakota Festival of Books is no different than any experience one might find watching cable television, or at a political debate, or when discussing which Led Zeppelin album is the best. We’ve been trained to take a side and dig in for battle.

When we go to battle intellectually, we find comfort in absolutes. They afford us a bit of security. There are no holes to be poked in our theories.

Part of the challenge of art and science and rhetoric is in finding the nuances; there is no topic worth discussing that doesn’t hold some grey area, and there is no grey area that is worth ignoring. But grey areas? They’re hard. So we ignore them. And that’s how misinterpretation seeps into our lives.

Naming Things

Take, for example, the industry in which I work: web design, development and strategy. For the past several years, people have tried to put together a simple, concise description of content strategy – what is it, and how do we quickly explain it to our bosses? We understand that there’s a need for that description in a business sense, but our answer is often lacking in nuance. We trade length for clarity; we discard the messy details to gain a certain level of buzzworthiness.

Truth is, content strategy means different things to different people. What’s more, THAT’S OKAY. Just as “web development” means different things to different people, we still have freedom to interpret our work in a way that makes sense to us.

So we stick with “content strategy” – an awkward word that barely captures the extent of what we do. But we’re not alone in this: language is hard, and though we struggle to assign simple words to complex arrangements, and though they may seem trite and inaccurate, oftentimes it’s the best we can do.

Communication isn’t perfect. Again: THAT’S OKAY.

This is not an industry-specific thing, either. Ask someone to explain the scientific method. Depending on their field of expertise, you may hear several variations of the base process. Ask someone to explain something with a clear purpose and structured set of rules – baseball, for instance. Ask a baseball fan. Ask a baseball historian. Ask someone with no connection to the game. To some, it’s a game. To others, it’s a past-time. To the haters, it’s a distraction.

Black. White.

Words allow us to communicate. But they also fail us, in that we’re driven to compress theories that should, in fact, become more robust. We’re taught to say more with less, to edit and edit until there’s nothing left to chance, to push things into a smaller box. So we cut the non-crucial elements. And we lose the nuance. And we wonder why this seemingly complicated theory has been boiled down to a Cliff’s Notes version – all solution, no reasoning.

Sure, most things should be said in fewer words. But there are a lot of things that should be said in more.

We’re challenged to understand the future in as complete a way as possible. To shy away from absolutes, and to embrace the grey area, charging in full speed and making sense of the fray. There are discoveries there. There is truth. There is completeness.

We can’t take one side or the other – not in good faith – without understanding that, regardless of the subject, it’s often more complicated than that.

War is good. War is bad. It’s more complicated than that.

We should be liberal. We should be conservative. It’s more complicated than that.

We should fight to stay neutral, and we should always look at all angles of a subject, and we should stop trying to sum up incredibly complex processes and concepts and feelings into simple, single-serving soundbites. We should run to the middle and be implicit in our embrace.

Except, let’s be honest.

It’s more complicated than that.


Comments: 1

Issues Considered: Content Strategy, Journalism, On..., Politics, Technology, Words

“A Content Methodology” for Contents Magazine

December 7th, 2011

If you’re into nerdy things like work methodologies and the nature of the content industry, you’d TOTALLY be into the article I wrote for Contents Magazine, a publication about all things content.

From “A Content Methodology Primer”:

It’s romantic to think that content work is an art, all brandy, pipes, and wood grain. But it’s not. It’s a process. A messy, sticky, multi-disciplinary process that begs for structure, consistency, and guidance.

That’s a daunting task. Content wants to be messy. It wants to roll around in the mud. It wants to be gross. Our job is to pull it together—to take the guesswork out of creating and curating it—and to treat content work as something closer to a science.

And, if you’re NOT into that, you might enjoy this video of a mullet/mustache combo whistling “Georgia on My Mind.”


Comments: 1

Issues Considered: Content Strategy, Writing

Time to stop being lazy

November 7th, 2011

There was a time when I was convinced I was writing for myself and myself only. This blog is an ongoing example of that: a subjectless ramble of personal thoughts, few of which are constructed for anyone but me.

So I just wrote. I didn’t proof. I rarely edited. I threw missives out like candy at a parade, and I watched as some of them slid under the curb. When so many things are tossed out without regard to audience, they tend to be easy to miss. I wondered why people didn’t comment, and I wondered how long I’d be willing to do this, and I ultimately decided it didn’t matter. This blog is for me. I’m the audience. Screw you people.

The real answer: this blog allows me to be lazy.

Quite the opposite of its intention, which was to be my canvas for practicing the art of writing. Just write, damn it. Just keep in practice – a post-a-day calendar for a non-writer looking to break into the business. Truth is, I’m long past that, and while my skills have improved slightly, my work habits have not. I am a lazy writer. I don’t do drafts. I’m a one-take-and-it’s-done guy.

When I write posts for Eating Elephant, I take great care in writing something worth reading. I write for an audience. I don’t have an editor, but I do have an internal scribe yelling at me to be better do better write better just be better aargh. And, now that I’m trying to get something together for the upcoming Contents Magazine, I finding that scribe is yelling even louder, this time backed up by a Real Life Editor Who Offers Suggestions.

(The Real Life Editor is much nicer than the internal voice, thankfully.)

So, yeah. Writing for others? It’s hard.

For nearly seven years, I’ve misunderstand what I was supposed to be practicing with this blog. I wasn’t supposed to write for quantity, but for quality – to develop some kind of writing methodology that could force its way through writer’s block and insecurity and all of the other crap that we as writers deal with every single day. Now, with a deadline looming and an audience waiting, I find myself wishing I’d have been a more focused student.

I really wish I’d have gotten the syllabus in the first place.

Time to learn focus, I guess. Time to stop being lazy.


Comments: 3

Issues Considered: Blogging, Content Strategy, Writing

On collaboration

June 24th, 2011

There are two distinct ways of dealing with cross-company industry collaboration – specifically, the collaboration of ideas. You either accept it with open arms, gleefully sharing insights and blog posts and other industry-furthering information, or you hold it to your chest, using it as intellectual leverage.

When I worked in the traditional advertising agency world, we held everything to our chest. We couldn’t post extensive portfolios because we didn’t want our competitors to discover the companies we worked with. We were vague in our methodologies because we didn’t want to give up our tricks. We treated industry colleagues with a measure of wariness.

That’s the old way.

The new way is one of collaboration, understanding that as others make breakthroughs and discover new tricks, we are allowed to follow those breakthroughs and discover our own.

I recently threw an email out to content strategists around the nation. Some of them are big-time. Some of them have written books. And I asked for an important chunk of their time in the form of a deep question about one of the discipline’s core tasks.

I asked for a lot and expected a few terse one-line responses.

On the contrary. Nearly everyone responded within hours, each with an intense, thoughtful and impassioned response. Lots of words. Lots of wonderful nuggets of information. Lots of awesome.

There was no shielding of competitive knowledge, no insistence upon vetting the question, no ego, no NOTHING; just great information from great people who want to further the field.

It’s not just in content strategy, either. You see it in small design shops. You see it at un-conferences. Web is an industry fueled by constant change, which makes the ability to share ideas and use those ideas to make cool things one of the most important skills a professional can have.

I’m still amazed at how open things are. The egos are smaller. The ideas are fresher. The cross-pollination is natural and welcome.

We all stand on the backs of those who came before us. The real difference is whether we use this height to pull others up, or if we’re content with kicking them back down.


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Issues Considered: Content Strategy, Journalism, Web

Eating Elephant

May 24th, 2011

Hey, you guys. Remember back in November when I said I was starting a content strategy blog and that I was pretty excited about it?

Well, I started a content strategy blog. And I’m pretty excited about it.

What are you waiting for? Go visit Eating Elephant. And learn about content strategy, you nerd.


Comments: 1

Issues Considered: Blogging, Career, Content Strategy, Eating Elephant, Meta

Extravert vs. intravert: the 50/50 nature of content strategists

April 13th, 2011

In a month, I’m going to a conference: Confab 2011, a full three days of content strategy nerds milling around downtown Minneapolis.

I’m excited, to say the least. But, I’m also sort of nervous. Meeting people isn’t my strong suit. I kind of hate it. I overcompensate. Then I brood. Then I cry a little and look around for an exit.

It’s why I became a writer and it’s why I morphed my skills for the web and it’s why I still have that aching dread of having to introduce myself to a stranger.

With Confab, though, one thing prevents me from being too put off: these are my people.

These are people who dive into words and spreadsheets and lists of metadata and find themselves at home, up into the time that they feel too disconnected and venture out to meet people.

Meeting people means talking to people. And we talk long enough to remember that we really don’t like to meet people, and then we go back to our rooms and write things and play around in Excel until the whole thing begins anew.

As one very famous content strategist (who we’ll call Christina Halgerson) confided, “I like meeting people for about 30 minutes and then I want to go take a nap. I’m one of those 50/50 split extrovert/introvert people.”

What an awful cycle. We need a support group.

Oh. I guess that’s what Confab is, eh?


Comments: 1

Issues Considered: Content Strategy, On...

What I’ve Been Reading: The Elements of Content Strategy

April 12th, 2011

So let’s not try to tackle an in depth review of Erin Kissane’s The Elements of Content Strategy, because the book itself is very good and we won’t do it much justice other than to say “you should read this if you’re into content strategy and want to get better and need a great little book to keep by your computer.”

What I’ve Read:

The Elements of Content Strategy – Erin Kissane

What we CAN tackle, though, is the process of restraint. The idea that a guidebook doesn’t need to be exhaustive. It simply needs to guide us. Hence the name. Guide. Book.

The Elements of Content StrategyUntil recently, books on internet design and development were usually thick, barely readable tomes, their weight enough to turn off even the most aspiring practitioner. I suspect this is why web development was a smaller field a decade ago: not because the web was just a showdown away from becoming the Wild West, but because no one could bother to read the damned books that helped explain the process.

That’s not the case anymore. Sure, Information Architecture for the World Wide Web continues to double every few years, but for the most part the important books are becoming thinner, their authors rightfully jettisoning the backstory and getting right to the point.

In the case of Kissane’s Elements, two ideals reign over everything:
#1 – The desire to create something small and usable
#2 – The understanding that the “WHY” has already been covered

This book is dense. It took me two hours to read. It’s packed with “HOW.” Enough “HOW” that it really will get a special spot next to my computer, much like how Strunk and White used to sit just within my reach.

You don’t START with this book. You start with Halvorson. Then you read Kissane. And then, if you can handle the excitement, you turn to the most important part of the book: the appendix, where Erin talks about all of the other great resources, and then you get your boss to order all of the books that sound interesting, and then you get excited to read them, and then you realize the hidden benefits of this book.

That it’s a guide for both “how to do the job” and “how to further your knowledge.” And, in turn, the field.

No kissing ass here, and no hyperbole: this book is one of the good ones. Short. Sweet. Fantastic. Some books make you smarter. This one makes you better. Go read it.


Comments: 2

Issues Considered: Books, Content Strategy, What I've Been Reading