The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right, 2nd Edition

Chapter 6

Understand Your Business Environment

I’m wrapping up a project with a client that has a very complex product architecture, especially compared with their competitors. Things that are features of competitors’ products are products unto themselves with separate subscriptions. It’s really confusing. And my colleague and I have asked a lot of questions to make sense of it all.

Some of the stakeholders don’t understand why the folks working on the content would care . . . we have to figure out how to organize and write about the products, right? Turns out, it matters quite a lot. Oftentimes, those of us who create content or build the experiences in which content is the central focus don’t get the opportunity to ask such questions. And ...