It’s time to stop calling them “stakeholders.”
In this world, marketers and creatives (or product managers and designers, or whatever pairing you want) are each on the hook for related parts of the process. Both sides would be motivated to have a mutual relationship because each sees the other’s views as crucial to the success of the project. In other words, in this organization, designers and content creators have just as much a stake as anyone in the success of the business, content, campaign, or other initiative. Or we should. We should all be stakeholders.
Will the real content strategy please stand up?
At its most basic, content strategy is the process of answering the question, “how can we solve this problem with content?” The problem could be anything—a business goal, a specific user need, any set of requirements. Regardless of the scope of the problem—a page, a campaign plan, a UI element, or an entire company—the process is essentially the same.
Yes, enterprise content is really, really complex.
By starting with a comprehensive understanding of all the content requirements across the enterprise and then honestly prioritizing them, businesses can develop systems, platforms, and processes that actually fulfill those requirements in a way that makes sense to the customer.