A couple months ago, a startup of a very worthy cause requested an estimate for content strategy and content creation for a brand new website. We talked, I pulled numbers together, and my contact said, “thank you, but no thank you.” This project was tightly budgeted, and he couldn’t see spending that much on content. I referred him to a few capable editors.
Fast forward a couple weeks. He called back. He really wanted a content strategist guiding his content, but he didn’t feel he needed a content strategy. He had all the details already worked out; he knew exactly what he wanted. I typically don’t lead projects without a content strategy, but, like I said, good cause. So I agreed to take on the content creation myself; it would be more expensive for his company than an editor, but less so than a full content strategy.
I’ll skip to the moral of the story: Don’t hire a writer without a content strategy! Even if said writer is also a content strategist.
The writing process was a struggle. As the content was developed, the business priorities shifted, evolved, and became clear -- to the business owner and me. Makes sense, given this is a startup. But these things should be worked out during the content strategy, before the writing began. We went through several rounds of revisions and many more phone calls than anticipated. Frustration, I’m sure, on both sides of the phone, as content was moved, shrunk, expanded, removed, added back, and discussed in abstract idealist ways.
The content was improving, but there was no way to judge whether it was aligned with business objectives. It was hard to tell whether it would be effective. In the end, he was very happy with the content. I wasn’t. Sure, my client’s focus group understood the concept and his designer had content to help shape the site. And yes, the content was solid, well written, and strong. But effective for the business as a whole? I don’t know. I felt as if I had blinders on the whole time.
As a content strategist, I'm a driver entrusted with valuables, but without a content strategy to guide me, I can’t see obstacles, shortcuts, opportunities. I may have arrived at the right destination, but I took the most twisty, dangerous, risky road to get there. More Content Strategy Stories ...
Shelly Bowen, MFA, is a content writer, content strategist, and founder of Pybop.
For decades, Shelly has written for businesses on complex topics from disease prevention and medical devices to alternative energy and leveraging data. Today, she's hyper-focused on supporting B-B technology businesses. In her spare time, she hikes, kayaks, draws, and works on her T-Bird.
A wide variety of brands rely on Shelly as an essential freelance writer and content strategy resource.
Follow Shelly on Instagram @pybop or connect on LinkedIn. More about Shelly and Pybop.
