So, How Do You Promote Content Internally? (Part 6)

Amnesty rally in 2014

Photos are content too — what they show and sometimes what they don’t show, where you place them, and what captions you write. I took this photo at an Amnesty rally I helped organize in 2014.


We’ve learned that the hard part of doing content strategy well is not content or strategy, but managing relationships. In case you missed it, here’s that post, The Hard Part of Web Content Strategy is Not What You Think.

While it’s the hard part, it can also be rewarding and fun. It gives you an excuse to get out of your comfort zone and meet people.

However, it can also be very difficult and time consuming for those of us introverts who like to just create content. Plus, I get it. Building relationships probably wasn’t or isn’t in your job description.

But it’s necessary in many jobs, so let’s just move on from that and not be concerned with whose job it is. It will definitely help you do your job, so since there’s no other way to say this, just go ahead and do it.

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The Hard Part of Web Content Strategy is Not What You Think (Part 5)

Photo credit: 4 Syllables

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.

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