Now this is something I'd like to follow...
Leading French advertising agency Publicis Groupe may bring its recently acquired Digitas to India, reports DNA. The latter is a Nasdaq-listed digital advertising and direct marketing agency which Publicis acquired last month for $1.3 billion. But what is interesting is Publicis plans to acquire more properties in the digital space in go-go markets like India, China, and Eastern Europe. Maurice Levy, the CEO of the $5.11 billion Publicis Groupe, recently told the media that “in the wake of the entire Digitas buy-up, he will look at acquiring digital firms” in fast-growing economies, which should include India. So will Digitas’ entry into India through an acquisition?
Source: Content Sutra
Original Article: http://www.contentsutra.com/entry/publicis-may-bring-digitas-into-india-acquisition-also-on-cards/
Monday, January 29, 2007
Saturday, January 27, 2007
What the heck is a Content Strategist??
For those not in the know, a Content Strategist is responsible for working with the client, to understand and translate the project’s communication objectives into the final result. Based on these objectives a strategist develops a communication strategy, which defines the best way(s) for the project objectives to be met. The strategist then works closely with the writers to identify or brief them on key messages, themes, and tone of voice for written content. In my case, I also doubled as an Information Architect and developed the IA, which would then go to the designers and developers, along with my brief on project and objectives.
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
Friday, January 19, 2007
Why it’s so hard to write good content
The project has begun and you’re raring to go. You’ve understood the subject, done the research, checked out the competitors and developed a site map and content tone.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
Saturday, January 13, 2007
Welcome to online content writing in India
Content in India
Try that in a Google search and as of Jan 13, 2006, 9:03 am IST, you will find 270,000,000 results.
So this is an extraordinary belated attempt to add my two 50-paise coins (well this is a blog about content in INDIA, right?) to the mix.
But first an introduction. I started writing, like most people do, from the second standard. I started enjoying writing when I became a copywriter at a small agency in 1999. I remained an ad copywriter till 2003, when I took a brief hiatus to the US for 10 months exploring other kinds of writing including scriptwriting, marketing and technical writing.
Subsequently back in India, I got into content writing with an interactive agency in Bangalore, where I moved from Content Writer to Content Lead to Content Strategist.
I am now settled in Chennai with enough time and drive to start this blog, which I hope will project my professional views on online content writing, and content strategy with a specific focus on India.
Try that in a Google search and as of Jan 13, 2006, 9:03 am IST, you will find 270,000,000 results.
So this is an extraordinary belated attempt to add my two 50-paise coins (well this is a blog about content in INDIA, right?) to the mix.
But first an introduction. I started writing, like most people do, from the second standard. I started enjoying writing when I became a copywriter at a small agency in 1999. I remained an ad copywriter till 2003, when I took a brief hiatus to the US for 10 months exploring other kinds of writing including scriptwriting, marketing and technical writing.
Subsequently back in India, I got into content writing with an interactive agency in Bangalore, where I moved from Content Writer to Content Lead to Content Strategist.
I am now settled in Chennai with enough time and drive to start this blog, which I hope will project my professional views on online content writing, and content strategy with a specific focus on India.
Subscribe to:
Posts (Atom)
