Issue 2

Structure

Quick thoughts about how content lives in systems

It can be challenging to find the right granularity for the structure of your content.

If you’re working in a content management system (CMS), this is defined in content types and fields within content types. For one implementation, something might be a content type and for another implementation, it might be a field.

There’s no universal right or wrong granularity.

Rather, it’s a balance that requires someone who understands both content (will this content be reused in multiple places?) and software engineering (how will developers query the CMS for this content?).

There’s much more to the granularity discussion, so ​let me know if you want to chat​.

Style

Quick thoughts about how to improve your content

Do you find yourself using rhetorical questions a lot when you write? (That was one, btw.) It’s an easy habit to fall into, but it’s a crutch that you should avoid–or use sparingly.

Why? It takes up space and may lead your reader where you don’t want them going.

I try to include a check for rhetorical questions when I’m reviewing my writing.

Strategy

Quick thoughts about the importance of thinking strategically about content

When it’s time to choose your first content management system (CMS) or select a different CMS that will solve all your problems, it’s pretty easy to view the undertaking as a project—something finite. This is a mistake.

You should view a CMS as part of a program or as a product. Both of these involve greater scope and are ongoing.

Ideally, you view the CMS as a system that’s supporting your organization’s content, an asset of great value. It’s a tool that exists for your content creators, front-end developers, and ultimately your audience.

The CMS should enable the tactics that support your content strategy, so make sure the CMS implementation isn’t solely an IT team venture. Involve your content strategy folks, and when they want to start with something called content audits, let them. Then listen to what they have to say.

There’s a lot more that I could say about the CMS as a program or product. If a CMS implementation is in your future, let me know if you want to chat.

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Soft skills

A look at the less-tangible characteristics and skills that can expand your influence

It’s great when we can be collaborative and get input from a diverse set of perspectives. However, we’re all busy and our work can stall out if we’re waiting for feedback before proceeding.

If you’re seeking feedback but need to make sure you can keep momentum, there’s a simple little adjustment to your phrasing that can be helpful and empowering.

​Robert Dietz calls this a “pocket approval” (derived from “pocket veto”).

Instead of “Please give feedback by [date & time]” (waiting for someone to act), try “I’m going to proceed on [date] as outlined unless someone has concerns” (moving forward unless someone acts).

Of course, this isn’t the right approach for everything, so use with discretion.

Top of mind

Things that are bouncing around in my head as I synthesize a range of ideas

For the last two years, I’ve periodically explored the pros and cons of being a specialist and of being a generalist, even talking about it talking about it on the Tech Guide podcast.

I read Niche Down: How to Become Legendary by Being Different (print or Kindle) by Christopher Lochhead and Heather Clancy and Range: How Generalists Triumph in a Specialized World (print or Kindle) by David Epstein; both of which are worthwhile.

Ultimately, I think have have strengths from both specialization and a broad-base of other skills and knowledge, which is basically the “T-shaped designer” concept (or even “M-shaped!”).

Which one are you? Does this spark thoughts or ideas for you? I’d love to hear about it.

John Collins

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