APPROACHES TO WEB CONTENT STRATEGY 43Richard Ingram madethis diagram to showhow people bringdifferent skills,backgrounds, andexperiences to theirwork in ContentStrategy, and thisimpacts the way theypractice, and the aspectsthey focus on.Diagram by Richard Ingram
HOW DID WE ALL GET HERE? 44The following year, Ingramsurveyed content strategistsabout their educational andprofessional backgrounds. Hemapped the answersfrom 265 respondents to getan even more detailed view ofthe paths we tookto get to Content Strategy.Diagram by Richard Ingram
It’s not necessary to have “ContentStrategist” in your title in order to practice content strategy.
EDITORIAL STRATEGIES 52• Define messaging goals “Encourage exploration and build brand loyalty. Foster discussion among existing and prospective customers.”• Optimize the organization and operational practices workflow diagram by Richard Ingram, via Intentional Design