{"id":1216,"date":"2021-11-08T04:02:49","date_gmt":"2021-11-08T04:02:49","guid":{"rendered":"https:\/\/jenbrassjenkins.com\/?p=1216"},"modified":"2021-11-08T04:28:16","modified_gmt":"2021-11-08T04:28:16","slug":"autopsy-of-a-content-strategy","status":"publish","type":"post","link":"https:\/\/jenbrassjenkins.com\/index.php\/2021\/11\/08\/autopsy-of-a-content-strategy\/","title":{"rendered":"Autopsy of a Content Strategy"},"content":{"rendered":"\n

The Medical Content Examiner\u2019s Report<\/h2>\n\n\n\n

***<\/p>\n\n\n\n

Ladies, Gentlemen, Non-Binaries,<\/p>\n\n\n\n

Perhaps a proper report shouldn\u2019t start in epistolary format, but I feel that my presentation at the 2021 Healthcare Internet Conference<\/a> was really a love letter to my work over the last couple years. Mind you that work is not over, but still it\u2019s been and continues to be a labor of love.<\/p>\n\n\n\n

So what better tribute than to present on all my favorite things? We did indeed, me and my audience, become medical content examiners, for an hour or so.<\/p>\n\n\n\n

Please enjoy this summary of the highlights, and, as always,<\/p>\n\n\n\n

Cheers,<\/p>\n\n\n\n

J<\/p>\n\n\n\n

***<\/p>\n\n\n\n

The Body\u2014of Content<\/h2>\n\n\n\n

Timeline<\/strong>: August 2021<\/p>\n\n\n\n

Data collection period<\/strong>: FYs 20 & 21, Jul 2019\u2013Jun 2021<\/p>\n\n\n\n

When I started planning this presentation, it wasn\u2019t so much from the perspective of a problem to be solved, as a case study of an experience from the bottom up. Nine+ years ago, when I started this job at University of Utah Health, I had no idea where it would take me. Right now, it\u2019s into the realms of content strategy. <\/p>\n\n\n\n

Before presenting, I always present\/workshop my ideas for an audience. I find I can get very stuck inside my own perspective, and the feedback I get from my own reviewers is invaluable. For this presentation the feedback was: What are you making an argument in favor for? What problem are you really trying to solve?<\/p>\n\n\n\n

I was intent on talking about the problem that I did solve: How to find organization and meaning in the content I worked on and propel it forward. Feedback from the team identified for me the question and the problem that we did solve: Documentation in service of content strategy.^<\/p>\n\n\n\n

I covered the three following learning objectives in my presentation.<\/p>\n\n\n\n

1. Documentation in Content Strategy<\/h2>\n\n\n\n

There are many pros and cons for documentation. Agile project management processes<\/a> were formed on the mass retirement of much of documentation, but I think most content strategists could find value in documenting their content strategy. <\/p>\n\n\n\n

In a poll I was able to conduct at HCIC21 (thanks to the conference\u2019s use of the app Whova, which made the experience a pleasure), I found that 70% of my poll respondees did not have a documented content strategy.<\/p>\n\n\n\n

\"\"
Image 1: Poll results from question: Do You Have a Documented Content Strategy? Btws, a shout out to those who do have documented strategies. I should have asked you to self-identify so we could share techniques!<\/em><\/figcaption><\/figure>\n\n\n\n

The Content Marketing Institute<\/a> notes that compiling a documented content strategy makes you feel more successful because you more easily demonstrate your success and feel more effective.<\/p>\n\n\n\n

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Image 2: Screenshot from Content Marketing Institute\u2019s research summary on the pros of documenting your content strategy<\/a>.<\/em><\/figcaption><\/figure>\n\n\n\n

Boy howdy do I feel that way! The efficacy and control I feel over our work\u2014not to mention contribution\u2014was and remains significantly heightened by our use of a documented content strategy.<\/p>\n\n\n\n

Document your #contentstrategy<\/a> – don’t let your hard planning work go by the wayside. @chrliechaz<\/a> @UofUHealth<\/a> #hcic21<\/a><\/p>\u2014 Mariah Obiedzinski (@MariahWrites) November 3, 2021<\/a><\/blockquote>\n