Confab 2012, the 2nd premier content strategy conference, is already a blur, and it was only a couple days ago. Months in advance, the conference was sold out to about 600 content strategy enthusiasts; it’s so awesome to see such focus on our industry!
Here’s my presentation — though it doesn’t really work well without the talk itself. If you have any questions, please do comment below or contact me.
Here are a few key takeaways:
- The bottom line: The Magic Layer happens at the intersection of company and audience needs, where people come together and discover and share innovative solutions.
- Deliverables are not content strategy. Deliverables are components or products within content strategy.
- “When the right people come together and when they collaborate in the right way, what happens often can feel like magic.” — Jonah Lehrer. (The studies below are also from this book*.)
- In a research study, Karim Lakhani, a professor at Harvard, discovered that problem solvers are most effective — and innovative — when working on the edge of their fields.
- In another study, Tom Allen, a professor at MIT said that the “highest performing employees are the ones consistently engaged in the most interactions.” Content strategists should talk to lots of people.
- The format of your deliverables should match the needs of the people who are executing the content strategy. In other words, don’t use spreadsheets if they hate spreadsheets.
- Conflicting points of view are assets. They force you to see lots of different ways of doing things before making decisions. Just make sure you have a clear decision maker.
- You should like your content strategist — you need to collaborate, discuss, disagree, and trust him or her. Likability matters.
- Not all content strategists are the same; just ask a few about their backgrounds, skills, and approaches to see what I mean.
Confab 2012 was a fabulous experience, and I wish you could have all been there. Check out photos and more on our Facebook page. I’ll post my favorite takeaways from other presenters in the next few days.
*I only hope they are accurate; definitely inspiring.