jod kaftan — Thu, 05 Apr 2007 15:09:00 GMT

I find it amusing that IAs think content strategy is something that just involves “being good with words.” Writing does not consist of “making words.” Writing is the continuity of a thought process revealed through words. To assume all an IA has to do is brush up on their vocabulary to be sound at content strategy is like asking a content strategist to make your wireframes. Content strategy consists of a holistic view that’s not always measurable in quantifiable deliverables. It is a qualitative art that often involves intenste collaboration with disciplines who can’t penetrate the vernacular of speech with even their best instincts. And of course, content strategy is not bound only to content creation. A content strategist is better equipped to evaluate the merits of a client’s legacy content than any other discipline as most CS come from journalism/marketing/communication backgrounds. As a former employee of AARF, I can recall many a time a designer or IA came up to my pod with a plea for help.

Boxes and Arrows: Comments by jod kaftan