Content Strategy: Removing the Artist for the Sake of Delivery

1 Leave a comment on paragraph 1 0 The sound of one hand clapping is fantastic for the originator: it requires a single point of origin, and a lack of interaction with the other hand. However, the sound of one hand clapping doesn’t make ends meet when you weigh artistic drive versus business need. One of the key takeaways from Erin Kissane’s The Elements of Content Strategy deals with the idea of sustainable content. According to Kissane, “sustainable content is content you can create – and maintain – without going broke” and one of the most important elements that can be extrapolated from that section is that the necessity of artistic drive shouldn’t outweigh the needs of a business or project to sustain itself. The sound of one hand clapping deals with an editor or producer creating content with an absolute subjective voice. The content relays information from the perspective of the subject rather than an objective entity, which could render the delivery subject to misinterpretation or worse, boredom for the enduser.

2 Leave a comment on paragraph 2 0 Though Kissane argues that there is the possibility of wrangling authors into producing their best work without diluting their voice or perspective, I would argue against that notion (20). Unfortunately, even in a scenario where only a small team is involved and there’s a certain bias to the project they’re involved in, the author’s voice already acts as a vessel for the message to begin with. Their voice isn’t unique because it already incubates the point of that particular project. In the case of an author’s voice being unique for a more objective product or project, it would then go against certain standards that might be set implicitly. The author’s voice would also surely be diluted in the scrutinization of it when seeing if it’s fit for a certain plan or strategy which Kissane explains later in her work. Let the project have a voice, not the individual. Unless it’s a single individual writing and directing every piece of content, it is impossible to have a scenario in which the author’s own perspective should shine through.

3 Leave a comment on paragraph 3 0 To take a swift turn from my argument and to talk a bit more positively about the piece itself, I found it very useful that she paid close attention to the importance of team based communication. Content strategy and creation is a multimodal activity, and an editor, curator, marketer, and information scientist need to work together to make things happen. It has been found in the past that 57% of projects fail due to breakdown in communications. Not only that, a large chunk of revenue is also lost due to communication breakdown. If a team involved with content strategy isn’t communicating effectively, your project will fail. This is not only relevant to blogs or media, but even something as personal as your own digital humanities projects. Relevant to funding, the piece also doesn’t neglect the stakeholder. In larger projects, the stakeholder is one of the most important entities due to funding.

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One Comment

  1. Posted May 22, 2017 at 5:23 pm | Permalink

    Such an informative article! Thank you for letting me know this! God blessed

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    Encouraging students think about the impact advancements in digital technology have on the future of scholarship from the moment they enter the Graduate Center, the Digital Praxis Seminar is a year-long sequence of two three-credit courses that familiarize students with a variety of digital tools and methods through lectures offered by high-profile scholars and technologists, hands-on workshops, and collaborative projects. Students enrolled in the two-course sequence will complete their first year at the GC having been introduced to a broad range of ways to critically evaluate and incorporate digital technologies in their academic research and teaching. In addition, they will have explored a particular area of digital scholarship and/or pedagogy of interest to them, produced a digital project in collaboration with fellow students, and established a digital portfolio that can be used to display their work. The two connected three-credit courses will be offered during the Fall and Spring semesters as MALS classes for master’s students and Interdisciplinary Studies courses for doctoral students.

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