Content Strategy: Why Now?

Rachel Lovinger   February 19, 2012

The Breakdown: I recently went to Helsinki to give a keynote speech at the first ever Finnish content strategy event, Sisältöstrategiaseminaari 2012 (in English: “Content Strategy Seminar 2012″). The event was a co-production of Vapa Media and the University of Helsinki. For my talk, I thought it would be good to share some history about how the Content Strategy discipline broke onto the digital scene, how practicioners get into this field, why it’s so important right now, and some interesting trends to watch.

The organizers of the seminar have also published a trend report, Hiljainen signaali, which is currently available only in Finnish but should be available in English soon.

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Scatter/Gather is a blog about the intersection of content strategy, pop culture and human behavior. Contributors are all practicing Content Strategists at the offices of Razorfish, an international digital design agency.


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What is content strategy?

Oooh, the elevator pitch. Here we go: There is content on the web. You love it. Or you do not love it. Either way, it is out there, and it is growing. Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content—links, tags, metadata, video, whatever. Ultimately, we work closely with information architects and creative types to craft delicious, usable web experiences for our clients.

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It’s an iterative data clustering operation that’s designed to enable rich browsing capabilities. “Data clustering” seems rather awesome and relevant to our quest, plus we thought the phrase just sounded really cool.

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