I went to a meeting about content strategy so I could learn what content strategy is. No one dared say it out loud, but “content strategy” is what we used to call “writing”: Deciding which words to write and in what order to write them.
I learned another contemporary term: “content inventory.” That’s not about counting how many cartons of size 9 blue sneakers you have in the basement. It’s about, uh, writing. To write for the web today, apparently, you need to know how to “craft message architecture,” create “deliverables” for clients who love buzzwords and even – hold on! – prepare a “prescriptive content matrix.”
Silly me. I thought it was plain-old writing.
I remember when the job titles of trash collectors morphed into sanitary engineers. When the guys who fixed broken pipes and painted walls advanced from superintendents to facilities directors. When people who poured coffee wore handkerchiefs and name-tags that said “waitress.”
Now people whose business cards say “content strategist” offer to “get more granular with that.” They want to provide a “holistic user experience,” abbreviated, amazingly, as a UX.
No message architecture for me. No content audit. I just read, write and edit.