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Content Strategy: An Integrative Literature Review

机译：内容策略：综合文献评论

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Research problem: Content strategy, whether narrowly focused on the production of web-based materials for customers or managing the data, information, and documentation of an entire enterprise, has become the latest in a series of movements and methods that have sought to improve the integration of professional and technical communication with the marketing, training, and business processes of organizations. Research questions: How is content strategy defined and described in professional and scholarly literature? What do these definitions and descriptions suggest about the direction of the field of professional and technical communication? Literature review: The theoretical foundation of this study is Classical Rhetorical theory which, for thousands of years, has provided critical methods and vocabularies for the analysis of discourse; my purpose in using it here is to rely on a consistent lens that has served professional and technical communicators well. Classical rhetorical principles can give us useful insight into content strategy, the latest in a series of movements that have captured the attention of professional and technical communicators because they have promised to expand the scope of the work and move the work from the fringes of organizational activity to the center. Previous movements include knowledge management, single sourcing, and content management. Methodology: Because content strategy is an emerging area, I conducted an integrative literature review to characterize this emerging field. This involved a systematic search of peer-reviewed and professional literature on content strategy that met specific qualifications, reading and collecting information from each source about its answers to the research question and its authorship, and analyzing those data to find patterns in them. Results and conclusions: Because only two peer-reviewed sources existed on content strategy, the majority of the literature reviewed emerged from the trade press. I s- rvey the definitions of content and content strategy provided by this literature, and found that almost every definition uses content as part of the definition, leading to some lack of clarity in all of those definitions. But three areas of consensus exist among the definitions: that content strategy is: (a) more inclusive of the lifecycle of content (addressing the processes of creating, revising, approving, publishing, and revising material), (b) integrated with technical and business requirements, and (c) largely focused on material used by customers and, therefore, focused on marketing and support documents. It primarily focuses on traditional genres of content and overlooks emerging genres. The literature suggests that content strategy provides a pathway to make the work of technical communicators more central to organizations. But the literature offers only broad advice for doing so, with few examples (other than some specific templates, which primarily benefit those who already have experience with content strategy). The advice primarily comes from authors working in consulting firms and, as a result, might not reflect the challenges that professional and technical communicators who work internally experience.
机译：研究问题：内容策略，无论是狭义地专注于为客户生产基于Web的材料还是管理整个企业的数据，信息和文档，已成为旨在改善产品质量的一系列运动和方法中的最新技术。专业技术交流与组织的营销，培训和业务流程的集成。研究问题：在专业和学术文献中如何定义和描述内容策略？这些定义和说明对专业和技术交流领域的方向有何建议？文献综述：这项研究的理论基础是古典修辞学理论，数千年来，它为话语分析提供了重要的方法和词汇。我在这里使用它的目的是依靠始终为专业和技术交流者服务的稳定镜头。古典修辞原则可以使我们对内容策略有所帮助，这是一系列运动中的最新动向，引起了专业和技术交流者的注意，因为他们承诺扩大工作范围，将工作从组织活动的边缘转移出去到中心。先前的活动包括知识管理，单一来源和内容管理。方法论：由于内容策略是一个新兴领域，因此我进行了综合文献综述来表征这一新兴领域。这涉及系统搜索符合特定条件的内容策略的同行评审和专业文献，从每个来源阅读和收集有关其对研究问题及其作者身份的信息，并分析这些数据以在其中寻找模式。结果与结论：由于内容策略仅存在两个经过同行评审的文献，因此，大多数文献都是从贸易出版社中获得的。我调查了该文献提供的内容定义和内容策略，发现几乎每个定义都将内容用作该定义的一部分，导致所有这些定义都缺乏清晰度。但是定义之间存在三个共识领域：内容策略是：（a）更包含内容的生命周期（解决创建，修改，批准，发布和修改材料的过程），（b）与技术和软件集成在一起业务要求；（c）主要关注客户使用的材料，因此关注营销和支持文档。它主要侧重于传统的内容类型，而忽略了新兴的类型。文献表明，内容策略为使技术传播者的工作对组织更重要提供了一种途径。但是文献仅提供了一些建议，仅提供了很少的示例（除了一些特定的模板以外，这些模板主要使那些已经具有内容策略经验的人受益）。这些建议主要来自在咨询公司工作的作者，因此，这些建议可能无法反映内部工作的专业技术沟通人员所遇到的挑战。

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