Carrie Hane sees content strategy as a complex information ecosystem, not a simple stream of publications.
Looking at content strategy as a system helps her give her clients a more complete picture of how content works.
Carrie and I talked about:
her recent decision to describe herself professionally by the activities she does instead of a job title or similar label
her recent insight about the benefits of looking at content strategy as a system
the problem of dealing with short-term thinking when content strategy is a long-term investment
how the systems theory concepts of "stocks" and "flows" can provide a fuller picture of how content fits into an organization
her hope that the idea of looking at content strategy as a system catches on and starts a conversation in the discipline
how thinking about content strategy as a system can improve how agencies work with clients, and maybe even provide opportunities to deliver more and better service
her ongoing efforts to learn about other domains and other disciplines and apply their insights to her work
some of the fields of study that she thinks can make you a more well-rounded content strategist: statistics, psychology, marketing, relational databases, HTML, coding, design theory
how studying a field like systems theory can help content strategists expand their thinking
her frustration with folks who don't comprehend and appreciate the scope of content strategy
how content strategy is more of a practice than a discipline
the differences between the domain model used in her book and other models (systems models, mental models, ontology models, etc.)
how the domain model is a useful tool for capturing the language related to a project and how it helps clients see the broader impact of her work
what matters to her: "making sure people see all the pieces and can connect the dots that matter"
Links to publications and people mentioned in the interview:
Thinking in Systems: A Primer" by Donella Meadows
You're Never Going to Sell Content Strategy blog post
Aaron Bradley's blog on knowledge graphs, linked data, and semantic technologies
taxonomy expert Bob Kasenchak
research paper on content maturity in associations with Hilary Marsh and Dina Lewis
her upcoming talk at OmnichannelX
Carrie Hane is a creative problem solver and connector of people, processes, and technology. For more than 20 years, she's been helping organizations transform to meet the ever-changing needs of the people they serve and take advantage of the latest technology.
She is the co-author of Designing Connected Content: Plan and Model Digital Products for Today and Tomorrow (New Riders, 2018), a handbook for a pioneering approach to sustainable digital publishing. Today, Carrie helps make health communication more accessible and relevant along with her colleagues and clients at Palladian Partners.
She has a bachelor's degree in Political Science from Northern Michigan University and a Master's in International Affairs from The George Washington University. By far the most enlightening education she has received is being the mother of boys for over 17 years.
Here’s the video version of our conversation:
Podcast Intro Transcript
The field of content strategy has a lot of moving parts. Some folks try to explain it with simple publishing flow models. Carrie Hane sees content strategy more like an information ecosystem than a stream of publications. By looking at the practice as a complex system she'...