Do we need an internal and/or external content strategist?

Yes and possibly yes. Why? Let me tell you a story. Before I was a content strategist, I was a content producer, a director, an executive editor, a VP. I was even a children’s book editor. So when I wanted to learn more about mobile content strategy, it seemed only natural to create a mobile app and test content strategy ideas on myself ... and what better way than to mash all my personas together and make it a children's book app? I know. Crazy. I’m busy enough as it is with Pybop, but there’s something about diving smack into the middle of a new project that really pushes the limits of exploration and learning.

The Paradox of Building the Content Strategy for Your Own Campaign

I mean, the audit and analysis part of my little side project -- it’s called Red Piggy Press and our campaign, or first book app, is named All Fixed Up -- was a breeze. The planning was a little bit tougher, and I tended to avoid the things I knew less about. Like PR. Not a good idea. Execution is proving even more difficult. I’m finding it’s almost impossible to get perspective. It’s like I’m looking into a mirror that’s facing a mirror.

Should an Inside Content Strategist Also Execute?

I have the content strategy, I know the audience and business needs, I have my core messaging priorities all lined up ... it should be fairly straightforward to write web content, content marketing articles, and press releases and such that align to the strategy. But I find I’m second guessing myself.

What’s the Problem?

Part of the problem is the timeframe. I’ve experienced this from the outside -- a tight schedule makes everyone a little batty -- but with the benefit of an outside perspective, it’s clear what needs to be done first and what can wait. I have a little over three weeks, until August 10, to prove the concept with my first book app on Kickstarter. I definitely need some outside perspective.

Stop Tripping Yourself Up

From this experience, I totally recommend having a content expert on the inside -- and one on the outside. Especially if you need to work fast. You get the best of both worlds: insider expertise with fast knowledge and outsider recommendations to cut out the excess and do the most meaningful stuff first. Experienced something similar? I'd love to hear about it.