Finding Focus, Making Progress

Close your eyes. Take a deep breath. Try to clear your mind of the 87 to-do list tasks competing for your attention. It’s hard, isn’t it? We don’t have a lot of time, but we want to be content entrepreneurs, so we may reach too far, take on too much, adopt too early because we feel like we should. And that’s when we reach the point of 87 voices screaming in our brain, each one asserting their priority over the others.

Enough is enough, says nonprofit marketer Dan Woychick. Enough hopping from rock to rock, and enough lunging at shiny objects. “It’s often difficult to accept our limitations,” says Woychick. “It’s so … limiting.” But, he argues, it is necessary for us to do our jobs effectively. Don’t worry about being first, Woychick advises. Be third, but be better. What helps us make these decisions and manage our time and attention more effectively? Why, content strategy, of course.

Intensive training and hours of practice helps emergency room doctors and nurses make dozens of rapid-fire decisions on the spot. More significantly, these medical professionals have a crystal clear filter through which to weigh their options – which patient outcomes will most benefit from immediate attention. For marketing communications, that filter is a comprehensive content strategy.

Source: The Bleeding Edge by Dan Woychick, Think + Do, Dec. 16, 2011

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »

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