Written by Ariad Communications on May 15, 2012
in Content Strategy

Create once, approve once, publish once, or so the structured content theory goes. Sounds great. I’m in. But here’s the thing. It’s not so simple. And although “reusable” content might be a great way to efficiently get content out to the masses, what about the writer?

Is content modeling – breaking chunks of content down into bite-size pieces for reuse – removing the creative and artistic part of content development? I can’t imagine Deb – a talented writer and member of the Ariad Confab contingent – being forced to complete all her work in a clunky CMS. After all writing is tough. It takes time, skill and creative problem solving.

As content strategists isn’t our goal to create better customer experiences that deliver the right content, at the right time, and in the right place? I wonder then, in our quest to efficiently deliver content at “right place” and “right time” we’re overlooking the “right content” part of the equation.

Don’t get me wrong, I see the value in structured content. But perhaps we need to rethink the tools we use to create it, to allow for the creative process of writers. The Deb’s of the world will thank us kindly.

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