09 Dec 2012, Posted by Bill Winters in Blog, No Comments. Tagged , , ,

Breaking Barriers

One of the most exciting roles of today’s Content Strategist is the task of breaking barriers. As digital technology finds its way into our lives, those employed in the world of digital communications must transform roles and constructs to respond to the audience and their needs.

This most often is led by the Content Strategist.

In small realms, such as an individual web page, in the construct of a web site, and broadly to a brand’s digital identity, barriers are coming down, led by content strategy.

Death of the Page

Right now, it is popular to talk of the death of the page. The web page today is not limited to the confines of the computer screen, typically scrolling indefinitely. More importantly, today’s web page often contain elements tagged for insertion upon the user’s profile. In other words, the page may display different elements based on the user’s geography or any number of definers. The “page” may look very different – and may be a very different size – based on the user who is viewing it.

Site Seeing

Beyond the individual page, a web site looks often looks different to different users. Depending on the device used to access a site, different elements will be displayed. Typically, a Content Strategist leads an organization toward Responsive Design, where the site automatically responds in look and feel to fit the device. Sometimes, the assets will even change out to fit the size of the device used. I have been involved in projects where a photograph switches out to have fewer elements and a block of text changes from paragraphs to bullet points depending on whether the user is on a personal computer or a mobile device.

Digital Brand

Content Strategists guide the development of content that builds and supports a brand. Today, that content is not necessarily hosted on the company’s web site. More and more, we are developing content that fits into a broader web presence. It lives in a YouTube channel or is distributed on a company Facebook page. Or it’s simply a tweet. ┬áBut these digital assets may be as important as what you find on the brand’s traditional web site. They build a brand in creative and targeted ways and they are accessed by the audience in the realms in which they choose to view them, making them stronger and more personal.

It is difficult for me to believe that we’ve reached the stage already where we consider the web site to be the traditional manner of thinking. But I believe we’re there. The more I’m asked to guide the messaging of my clients’ social media and the more I guide the development of digital assets that may live well beyond the confines of our web sites – often in places we haven’t even placed them, the more I feel like my real job is helping the organization break down barriers. And that’s an exciting role to take in any organization.



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