A Dangerous Method -- David Cronenberg film - The Content Philosopher
• Content is potential information
• Global assembly of the 787 program -- all built by pictures and diagrams that expressed 40-50 terabytes of data generated each day of the project.
• Part of a document structure
• Escaping documentation
• Start with the picture first - then write the words
• 30 - 50 terabytes of data per day
• Content projects uncovered the unconscious layer -- things that are undocumented
• "Software is unconscious repressed anger of some kind."
• "Content strategy sometimes feels a bit like therapy."
• "You start seeing into the should of the organization"
• "Multiple personalities fighting each other inside your internal site."
• "They desperately want to be accepted."
• What's going on inside how that channeled, repressed, sublimated
• “Why is this being forced to this location on our website other than the vanity of Vice President such and such?"
• Meyers-Briggs - many of the newest ways of assessing personality haven't changed in 2500 years
• Content strategy is about finding balance between the internal world and external world.
• Where does this content really come from
• Leads us down the path of what does the org want to share, how do they want to share it and how does that help advance your business?
• Has to be about helping the business to succeed; seems to always focus on the external presence. There is no way to fix that unless you move backwards and try to balance it within the source.
• Metdata: Intrinsic model and extrinsic metadata -- where is it going to be used? Properties that are misplaced to the asset. You treat these are two different types of animals
• Can be a powerful tool than just bringing web presence under control and make it sustainable.
• "I don't lie because I'm not smart enough." Abe Lincoln -- The stories that we tell ourselves and the world
• This is how sites drift off target. Whatever was originally done was not rooted deeply enough and therefore ins not sustainable. < This is not always a bad thing
• Case study: Three Gorges Dam -- New Intranet with new taxonomy and started exposing the dark corners of the organization
• Casts the role of the content strategist in a very positive light and can cause quite substantial change in the organization. Once you show them some of the problems in the public space it can be a great catalyst for change - explosive forces - most of the time it's not so good.
• Framing a content strategy will open many doors
• IT - often the super-ego :: Battle the IT groups so they can lock it away somewhere.
• What happened to NORTEL? - Problem was: It was all done too late; years of decay.
• Look at everything how it moves
• Fundamentally dysfunctional -- no one talking to each other. Why things fail…
• IT sought control and failed -- IT is the often the enemy of transparency and open information architecture
• Projects failed -- not shut down the forces that needed to be
• Professionals in doing usability tests -- often the
• "This was written by a lawyer for government people to read. We have no idea what this means."
• Let the community
define its own plain language; skips the corporate acronyms and clever branding
• "How often do you have a content management project where the stakeholders ask, 'How much money do you want?'"
• You excite great passionate and great interest then you expect other forces to kick in.
• Channel diversification - chiefly tied to the web.
• Somebody needs to play the integration role. Somebody needs to figure out how all of these things play together. It is an emergent leadership position.
• Can be scary / but a great opportunity -- it can be explosive when you go down some of these paths.
• “What good -- really
-- is all of our data if we lock it away in servers in IT? What are we protecting if we are not learning from our data?
• TechWirl - article he wrote
• Generally look for two specialties -- when you bridge at least two -- you have established the first horizontal -- like a nun chuck
• Content is potential information that needs management
• Information is an action that needs to be effective - information is transactional -- Content is what we prepare -- and not making that distinction now that we have some many channels can be very dangerous
• "Knowledge is a curse." With some of it comes responsibility -- it's not just about achieving a metric -- you're compelled or required to do something about it.
• If you really start looking at the sources; it becomes a much more challenging job.
• The Burden of Content Strategy
• Gnostyx.com (gollner.ca)
• Ultimately thinking about the organization as a person or a personality.
• Websites as dreams
• It's like looking at their dreams -- what they think they are -- and what they really are (not unlike dream analysis)
• Publishing platform -- Google class data center -- just for change management
• In IT -- the technology competency is not in change management
About Tim Staney
has more than ten years (since 1997) of web development experience building enterprise-grade web applications for Fortune 500, small business and not-for-profit enterprises across the United States and Canada over a wide-range of industries. Tim specializes in information architecture, content management with a keen focus on user experience, and social media integration. Tim Staney
is a resident of St. Petersburg, Florida and active member of his community. Staney
regularly presents to professional and community groups, speaking on social media, social marketing, web content management and web strategy.
Tim Staney is a member of the American Marketing Association and <uwebd />, University Web Developers as well as the St. Peter's Episcopal Cathedral Communications Task Force. Tim is the Web Content Manager at St. Petersburg College working for the Marketing and Public Information department managing content in the college's Ektron content management system. Tim also teaches courses like Social Marketing for Small Buisness and Designing Effective Websites for St. Petersburg College's Learn to Earn program.
Except where otherwise attributed, the statements, thoughts, views and beliefs in this blog post are solely those of the author.