Published on September 27th, 2010 | by Rahel Bailie9
The Web is Just an Output Channel
A review of a content strategy article came back with the comment: Ding, ding! I wish you’d tweet that sometime. What resonated to strongly with my reviewer?
The web is simply one channel in a multi-channel publishing environment.
You can’t really talk about being a web content strategist, unless that means you handle only web content that is not also destined for mobile phones, PDAs and other small-screen devices, or even (gasp!) print. And if you don’t, who takes care of the content models, delivery design, topics maps, localization, customization, standards, publishing pipelines, transformation guidelines, metadata, and all that other stuff that needs to be considered?
When we develop content strategies, we are asked to analyze content and make recommendations about the various aspects of how content will be handled during the content lifecycle. One of those decisions points may be how the content should be, is likely to be, and will be consumed by its readers. It could be output to the Web, but it’s more likely to get output to the Web as simply one of the channels in a multichannel publishing environment.
I contend that no one can do it all, but that the way to slice the content pie isn’t by output channel. Meanwhile, did this ring a bell for anyone else? Discuss…