{"id":3547,"date":"2012-08-30T12:46:46","date_gmt":"2012-08-30T16:46:46","guid":{"rendered":"https:\/\/meetcontent.com\/?p=3547"},"modified":"2017-04-20T00:19:58","modified_gmt":"2017-04-20T04:19:58","slug":"content-strategy-the-case-for-collaboration","status":"publish","type":"post","link":"https:\/\/meetcontent.com\/blog\/content-strategy-the-case-for-collaboration\/","title":{"rendered":"Content Strategy: The Case for Collaboration"},"content":{"rendered":"
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Content strategy enables collaboration on the web.<\/figcaption><\/figure>\n

During our webinar last week, Georgy and I talked about content strategy as change management<\/a>\u2014how content strategy can provide a framework for making positive changes with your organization. While discussing the current unchanging landscape in higher ed, one issue that topped the list was collaboration.<\/p>\n

Really? We’re Still Talking About Silos? <\/h2>\n

 <\/p>\n

This week, a colleague said in a moment of exasperation, "When will we stop talking about *&#^% silos?" <\/p>\n

If you go to any higher ed web conference, you will hear repeatedly how silos are the cause of our problems on the web, including content, marketing, communication, community management, and much more. <\/p>\n

Department silos hinder collaboration and our ability to evolve on the web. <\/p>\n

Content and communication doesn’t exist within a single department or business unit\u2014it exists in every facet of an organization. If we can’t effectively bridge the gap between silos we will never be able to realize our institution-wide objectives on the web. (Not to mention we\u2019ll have to keep hearing about *&#^% silos.)<\/p>\n

Change is Hard<\/h2>\n

If all we need to do is collaborate, well that seems easy enough. Let\u2019s do it! Unfortunately, like content, collaboration is tougher than it looks.<\/p>\n

Maybe you have a monthly interdepartmental meeting or you\u2019re on a committee (or three!)\u2014and at these meetings people share good ideas and people nod and grin. But, if your experience is anything like mine, when people leave these collaborative meetings and return to their daily work little change occurs. People have work they\u2019re charged with and that often trumps any new ideas or requests for help that people have. Collaboration takes time that most of us don\u2019t have.<\/p>\n

We don\u2019t make change a priority. And that\u2019s a problem. In the words of George Bernard Shaw: "Progress is impossible without change."<\/p>\n

So, how do we change our thinking to adopt a mindset where collaboration trumps isolation in web publishing? <\/p>\n

Content Strategy: Change in the Making<\/h2>\n

The reason so much talk about the modern web leads to content strategy\u2014whether it be UX, IA, or even responsive design<\/a>\u2014is that content strategy is change management on the web. It forces us to shift our thinking, shift our priorities, and adopt a holistic view of web governance. Here are a few ways I’ve found content strategy helps.<\/p>\n

Content goals<\/h3>\n

Content strategy forces us to define content and communication goals. You can\u2019t create great content without understanding your organization and user needs. And by defining these we\u2019re able to see more clearly how the content we create supports others\u2019 work, as well as illustrate how and why goals are prioritized. Content goals are only meaningful if content contributors understand how they relate to their work.<\/p>\n

Everyone creating content in your organization should be supporting the same broad communication goals. Seeing your goals in the context of the larger picture allows people to realize the benefit of collaboration\u2014as well as identify the opportunities for collaboration.<\/p>\n

Roles and responsibilities <\/h3>\n

Even with an understanding of overarching communication goals, it\u2019s not easy to identify opportunities for collaboration if people don\u2019t understand:<\/p>\n