Sparks from a sparkler

Seven Words for Your 2015 Content Strategy Lexicon

While I procrastinate from doing a content audit (it’s so much more fun to audit others’ content than my own!), I’m sharing a few words that represent trends as we head into 2015.

Content strategy – this means different things to different people. Scott Abel has done a great job of defining 52 terms associated with content strategy, which is a good place to start. I refer back to these definitions regularly. Content strategy deliverables vary from project to project, so it’s hard to share examples. Think who, what, when, where, why and how when creating your content strategy and you’ll pretty much have it covered.

DAM – I can’t stop talking about digital asset management systems. What a dream to have all the content anyone would or could ask for properly tagged with its geography, product code, language, content type, and theme – not to mention permissions – sitting in a central repository where it’s readily accessible to everyone who needs it. (Cue the angelic harp-strumming.)

“Dictionastics” – I made up this word to describe what I used to call “word gymnastics,” AKA overwriting. Don’t do it, don’t put your readers through it. Let the ideas be complex and the language simple.

Digital marketing vs. online marketing (vs. marketing!) – It seems like we’re still finding our way in how to describe what we do. Is it digital? Is it online? Do we even need the distinction anymore? I mean, marketing that doesn’t involve digital channels harks back to Don Draper’s day.

Ideate – I kinda miss “brainstorm” when I hear this term. But, as long as there’s thinking involved in our approach to user experience, I’m happy.

MVP – Minimum viable product. Or, as my mom used to say, “Do something, even if it’s wrong!” OK, hopefully your content strategy keeps you from communicating with your stakeholders in way that’s blatantly wrong, but the goal is to produce a basic site instead of waiting for all the stars to align and the budget to come in and the perfect person to join your team. Just start now.

Responsive design – it’s not a like-to, it’s a have-to. I could cite some statistics here about mobile usage, but you already know that everyone has a smartphone and uses it all day long, so your website has to look great on all devices. Besides, adaptive content, which recognizes the user’s device and location to deliver targeted content, is the new responsive design.

I bet you’ve got a few terms on your mind, too. Find me on Twitter at @allisonyjoyce and share them.