Mandy Brown on Content Strategy and A Book Apart

Posted on the occasion of Erin Kissane’s new Elements of Content Strategy book, which I mentioned earlier today. 

And so it turns out that the editorial process—the cornerstone of traditional publishing—is still relevant but no longer sufficient. It needs its cousins in marketing more than ever (and they are learning new tricks as well), it needs wayfinding several steps beyond the most complex bookstore signage, it needs governance in addition to distribution, and distribution has evolved into something more like attention, which it turns out is much more difficult than checking the levels of cyan as the pages come off press. It needs the both-new-and-old field of content strategy to bring the wealth of our experience from these disparate histories onto our desks (and before the deadline, please).