Content Strategist: Bad Mother F…

This isn’t so much a response (and it’s definitely not a review) of Erin Kissane’s excellent new A Book Apart No. 3, The Elements of Content Strategy. It’s really more of a randomly inspired rant.

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I just finished the book, and will hopefully be writing a better response soon, but one line stuck with me early, and I couldn’t resist:

…many sites are still built around internal org charts, clogged with mission statements designed for internal use, and beset by jargon and proprietary names for common ideas. (pg. 9)

First, let me say, “Amen.”

Second, spending my formative teenage years in the 90s, I can’t hear the word “beset” without picturing Samuel L. Jackson packing a very large .45

So without further ado, I give you:


Content Strategist: Bad Mother F

The path of the righteous reader is beset on all sides
by the inequities of weak messages
and the tyranny of proprietary names for common ideas.

Blessed is he who in the name of clarity and good content
shepherds your readers through the valley of jargon,
for he is truly his client’s keeper and the finder of lost users.

And I will strike down upon thee
with great relevance and furious usability
those who attempt to bore and deceive my readers.

And you will know I am the content strategist
when I lay my spreadsheets upon thee.


That’s all.

You may now return to your thoughtful, meaningful discussions of content, curation and governance. I’ll just be over here quoting movies to myself and laughing for no reason.