Dirty French Novel

Rampant content wonkery by James Callan.

Content strategy for beginners: Where do you start?

“Do you know of any classes or anything on content strategy for beginners?” a friend of mine asked recently. “I’m interested in learning more but don’t really know where to start.”

I didn’t (and still don’t) have recommendations for classes — especially not DIY content strategy. But I was able to recommend the resources that I’ve come across in the past year. And she’s lucky — a year ago, I hadn’t heard of content strategy, so I wasn’t even able to articulate the question.

The resources I recommended:

I posed my friend’s question on Twitter, as well, where I was reminded of two more excellent resources:

If you’re still interested, find a Meetup near you. If there isn’t one, do what I did in Seattle: Start one up.

Make sure your words and your pictures work together.

Picking on Craigslist ads: So easy even Bugs Meany could do it. So what better way to kick off my blog?

"Charming"?

"Charming"?

This ad has appeared on Craigslist several times in the last couple of weeks. It always claims that this house is charming. And it always uses this photo — the one with the prominent chain-link fence surrounding a concrete yard, some kind of forbidding sign (“NO”) juxtaposed with trash and recycle bins.

And every time I think: Charming? Seriously? I’d hesitate to deliver mail to that place.

I could blame the writer, but I’d rather blame the content strategist. They’re both the same person anyway, some Windermere agent trying to get this place rented in mid-December. “Well this place is kinda small, I guess, which means we’ll call the place ‘charming.’ And it’s a remodel, so there you go.”

What’s wrong? The words and the photos aren’t working together. They are, in fact, giving each other the hairy eyeball. The agent should invoke their inner content strategist: “We say the place is charming … but that picture says ‘forboding.’ ‘Creepy,’ even. Let’s switch it so we lead with one of the charming interior photos. Or at least let’s find a good word that’s less jarring than ‘charming.’”

Words. Photos. Harmony. (Regardless, I’m not renting that place.)