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Strategist consultant advisor - which are you?

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It's been twenty years since the Cluetrain Manifesto changed the dynamic from pushing messages to our audiences into creating conversations. Now we're more concerned about the type of conversations we have. Do we get the right kind of engagement with our audience? Do we provide a commoditised service, or do we operate as trusted advisors?

This presentation looks at the various names that we go by, and creates a map that shows the arteries and intersections of professional competencies, talents, skills, and other factors that round out our diverse set of professions.

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Strategist consultant advisor - which are you?

  1. 1. Photo credit: Rahel Anne Bailie Copyright © 2016 Scroll LLP Strategist, Consultant, Trusted Advisor Which are you, and why does it matter?
  2. 2. Photo of presenter here @ScrollUK Rahel Anne Bailie Chief Knowledge Officer, Scroll 15+ years content strategy 10+ years tech communication Consulting / Instruction / Author
  3. 3. @ScrollUK WHAT’S IN A NAME?
  4. 4. A LOT
  5. 5. OR NOT MUCH
  6. 6. @ScrollUK WHY DOES IT MATTER?
  7. 7. What is this? Horse? Mule? Donkey? Ass?
  8. 8. A donkey sinks in quicksand… Horse: • Part of equid family • 64 chromosomes Mule: • Sterile offspring of male donkey and female horse • 63 chromosomes Ass: • Part of equid family • Run wild in Africa Donkey • Descendent of the African wild ass • 62 chromosomes
  9. 9. Expectations It’s the traits and expectations we ascribe • We guide our personal expectations about our skill sets • As professions mature, peer expectations align • Employer/client expectations become more predictable • Marketplace, hiring, and advocacy all become more effective
  10. 10. Content designer Guidance writer How our professions overlap and align Science writer Technical authorTechnical writer Technical communicator Training developer User assistanceInstructional designer Digital content manager Web content manager Public relations writer Copywriter Communications manager Marketing communicator Social media manager Content marketing writerCust engagement manager Digital content strategist Digital marketing strategist Content marketing strategist Content engineer Content strategistManagement consultant
  11. 11. Content designer Guidance writer Perception differences Science writer Technical authorTechnical writer Technical communicator Training developer User assistanceInstructional designer Digital content manager Web content manager Public relations writer Copywriter Communications manager Marketing communicator Social media manager Content marketing writerCust engagement manager Digital content strategist Digital strategist Content marketing strategist Content engineer Content strategistManagement consultant
  12. 12. @ScrollUK WHY NOT JUST …
  13. 13. Resistance Does it matter what we call ourselves • Human nature: dislike change • Control issues: wanting to control the shape of the industry • Fear of inadequacy: skills not (yet) acquired
  14. 14. @ScrollUK WHAT TO …
  15. 15. What to do about it You can choose your path • Conduct yourself ethically • Continuous learning • Educate others
  16. 16. WHAT WILL YOU TAKE AWAY FROM THIS?
  17. 17. By email: info@scroll.co.uk rahel.bailie@scroll.co.uk By telephone: UK +44 (0)203 318 1828 (office) UK +44 (0)7869 643 685 (mobile) Social: Twitter: @ScrollUK LinkedIn: https://www.linkedin.com/company/scroll-llp Twitter: @rahelab LinkedIn: https://uk.linkedin.com/in/rahelannebailie Services: www.scroll.co.uk Training: www.digitalcontent.academy SCROLL London, UK Copyright © 2016 Scroll LLP

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