Over the last couple of years, the term Content Strategy has begun to gain traction in the web domain. Content strategy is defined as “the practice of planning for content creation, delivery, and governance” (Kristina Halvorson: “The Discipline of Content Strategy“).
A fair definition – but let us not forget: words have power.
When we define something, the words we choose affect that which we label. If the words are ambiguous or misleading, their actual meaning will rub off on that which we described, changing it to match the description. (I bet you never thought you would hear a paraphrasing of the Heisenberg Uncertainty Principle applied to the field of content strategy.)
A few days ago, a colleague (David Friar, of Cognifide) pointed out to me that this term we are using is rooted very firmly in the web 1.0 world. It fails to describe what we really need to be talking about when we preach “content strategy.”
Content: That which is contained.
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