Content Strategists Are Facilitators of Human Communication

I’ve been working on an article for a trade publication for information scientists that explores how they can use journey mapping to source information from the social interactions of internal stakeholders, turning those interactions into knowledge that can be shared with organizations at large. My general argument is that as information scientists/content strategists/user experience designers, we are facilitators of human communication. Whether we are trying to deliver content to customers to try to get them to buy ski boots, or designing better tools to allow communities of practice to share best practices, our role is to step back and analyze how people within a certain environment communicate, then design systems, processes, and content that brokers the transfer of information between people.

Knowledge sharing is the basis of human communication. When we have conversations with others, we are transferring knowledge from one person to another, that they internalize and may use at some other point in life. The format of the information being shared – verbal, written or visual – doesn’t matter. As content strategists, we make knowledge transfer more efficient and effective.

We too often focus on the minutia of content strategy – data models, user flows, editorial processes, content management systems, etc. But, the core of what we do is facilitate human communication. If we focus more on understanding how people communicate and receive information, we may see more innovation in the content strategy field.