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Does Your Content Miss Making the Point?

August 12, 2011 By Britt Raybould

With every new writing project, we’re (in theory) trying to solve a problem or answer a question. However, when we start a project it can be easy to get the process confused with the point of the project, as Joshua Porter captures quite nicely:

Solve the problem and you’re successful no matter what process you’ve been using. The point is hard to talk about because it’s precisely what’s different in your project…it’s the thing that you probably don’t have a process for yet (if you did it wouldn’t be a problem!). It’s probably something that you can’t talk about anyway because you don’t want other people to solve it before you (e.g. your competitors).

So we instead talk about the process. But we should remember not to confuse the two. The process is valuable…it’s a framework for deciding what to do next…and we need that…but it’s merely a means to an end. Don’t let process details distract you from solving your problem in any way possible.

The Process is important…but it’s not the Point.

Start As We Mean to Go

I always recommend that writers and businesses get really clear about their intent at the beginning. It seems like a no brainer, but I’m always amazed at how many people skip this step and fail to answer three important questions:

What’s the question want to answer or the problem you want to solve?
Do you want to establish authority and expertise?
How much time do you really have?

The Big Idea

Without fail, the first question draws people up short. They often believe that picking a subject was the only requirement. To create good content requires something a little more. Since we’re literally drowning in content at times, we have to make it really clear why our new content should rise to the top. And that requires answering a question or solving a problem. Nail that down and you’re 50 percent done with the prep work.

Authority and Expertise

I use this question to help content creators understand a few things like tone and even the channels they use to share their content. Depending on the industry, establishing authority varies. So understanding from the beginning if the intent is to submit the original work to a peer-reviewed journal as opposed to a post on a blog, makes a big difference about the direction and resources that will be needed. Again, the point of why one is writing matters more than the process. So the process can’t get in the way of making the point.

Honest About Time

Writing takes time. Really good writing takes more time. If creators are honest from the beginning about the real circumstances, like time and budget, they’ll invariably end up disappointed with the results. Staying aware of time can make a huge difference in the success of a project and whether it accomplishes the big goal of answering the question or solving the problem.

So the next time a new project appears, don’t get too caught up in the process and miss the point.

Getting the Most Out of Your Content Strategy

July 28, 2011 By Britt Raybould

We’ve all done a workout or two that we gave less than our best effort. But why do we do it? We’re still taking the time to do the workout, so why not do everything possible to get the full benefit?

I see this approach happen all the time in content strategy. Maybe it’s a routine project and it seems like a waste of time to do more than the bare minimum. Maybe it’s a complicated project that feels overwhelming. Whatever the circumstances, people choose to do less than their best. But the work still has to be done. So like the exercise routine, why not do what you need doing to get the greatest benefit?

Here are some ideas to help you get the most out of your content strategy (routine):

1) Add a Warm Up

Ever jump into a snow-fed lake? It’s not pleasant. The shock won’t kill you (probably), but it can bring you to a screeching halt. The same thing can happen if you haven’t built a warm up in to your content strategy. So start with the basics.

Identify the people who’ll contribute to the project. Outline a broad goal of what you hope to achieve. Make a quick assessment of existing resources. Whatever gets you headed in the right direction, make sure you do it every time. Creating consistency from beginning can help you avoid the cold-lake effect regardless of the project size or complexity.

2) Track Project Progress

Tracking the results of a workout can show if you’re improving over past routines. Sometimes in the rush to get things done, tracking individual and overall progress can get overlooked. In some ways, you can’t get to where you want to go if you don’t know where you’ve been. Plus you get the benefit of understand how your scope of work changes over time.

Tracking progress also gives you a baseline for assessing and comparing different projects. Did you really need five people or did a similar project with three people show that the smaller group was more efficient?

3) Don’t Leave Out the Challenge

For workouts to do their job, we have to do things that keep them challenging, like increasing the weight or going longer. The same holds true for your content strategy. Just because you did a project one way six months ago doesn’t mean you should automatically do a new, but similar, one the same way.

You’ve probably learned something new in those six months. Put that knowledge to work on the new project and look for other ways to improve on the status quo. Doing so can keep you focused and interested in the work. I’m not talking about making it harder for the sake of working harder, but instead about making it better.

Overall you’ll get more out of your content strategy (routine) if you look for ways to maximize every project. And like any good workout, you’ll start to feel and see the benefits.

The Dining Alone Content Strategy

July 14, 2011 By Britt Raybould

I dine out alone a lot. My dining experience falls into two categories: ignore me (and my water glass) or shower me with attention. In both instances, it feels like the server is embarrassed by the fact that I’m there alone, and the embarrassment gets in the way of doing the job right.

We see the same thing happen around creating a content strategy. While it may not be embarrassment, some emotion—frustration, fear, pride—gets in the way of doing the job right. Instead of taking the time to assess the situation and make judgements based on what we do know, we start to assume, which puts us at a disadvantage from the beginning.

The Dining Alone Content Strategy

Over the course of several solo meals, I came up with idea that a solid content strategy could look like good service in a restaurant:

Ask the right questions.
When I get to a restaurant, the host(ess) automatically grabs two menus, and I have to clarify that it’s just one. What if instead of grabbing the menus, the questions was posed: “Are meeting someone or waiting for the rest of your party?” Asking the right question from the beginning sets you up to get the information you need to do the job right.
Learn to recognize the cues.
Start by watching for signs that you need to act or react to a situation. When dining out, I like my water glass refilled at least once. But it rarely works out that way. Instead I run out or the server splashes the table by constantly refilling the glass. The same thing can happen with your content strategy. Assess where you really need to apply your effort and don’t force it where it isn’t needed. You’re looking for a balanced approach.
Deliver more value than expected.
I’m a good tipper unless the service is horrible. In the past, I’ve wondered if I’ve gotten less attention because there’s no expectation of a good tip on one meal. Perhaps I’m the exception, but if my service is good, I usually leave a 30-50% tip. The same lesson applies to content strategy. It may not happen every time, but there will be projects that result in your version of a big tip. Maybe it’s a bonus, promotion or referral. Whatever the benefit, there will be a something good that comes from delivering more value.

I have yet to find a restaurant that consistently does a good job with solo dining. I do know that if I ever find it, I’ll be devoted customer for life. The same can be said if you figure out how to consistently deliver a content strategy that works without leaving a mess on the table.