Once upon a time, Sara worked as a web content strategist in a medium-sized organization. She sat in the web department, but she had convinced everyone across the organization that content should be prioritized. Everyone agreed for the most part to follow her recommendations on where content should go and when it should go live. She had two people working with her to help with this, as well as support from the rest of the web team. (See blog footnote for a definition of web content strategy).
For many of us working in this field, this sounds like a fairytale. It is. For those who don’t spend their lives thinking about online communications, it probably sounds like it shouldn’t be that difficult.
Can you imagine an accountant having to convince people in other departments that certain numbers in his spreadsheets matter? Would an engineer have to negotiate with her entire company how a part for a crane would be designed? Would you feel comfortable telling a surgeon where and how to make an incision? Somehow, though, everyone thinks they know what should go up on their organization’s homepage.