Credo: Addendum

July 27th, 2010

As I publish a short series of posts on content curation this week, it’s occurred to me that there are a few core assumptions I’d like to clarify in something like an addendum to the credo on my about page.

  • Content strategy is as obviously important in web development projects as UI design or project management. Someone must deal with content, and anyone who believes otherwise is unlikely to produce good websites.
  • The modern practice of content strategy arises from a number of venerable professions and takes its core principles from editorial, analytical, curatorial, marketing, and managerial work. This doesn’t mean that it “is” any of those things.
  • In particular, content strategy is not a subset of marketing. Marketing is one application of content strategy.
  • Many marketing people are brilliant, ethical, and very good at their jobs. Some are not, and their influence can be very destructive. The former group should not be held responsible for the actions of the latter, but we should not be expected to pretend that the latter does not exist. (All these statements apply to many other professions, but marketing’s the one I’m focusing on in recent and upcoming posts.)

Onward.