Content Strategy for the Web by Kristina Halvorson & Melissa Rach

Author:Kristina Halvorson & Melissa Rach [Halvorson, Kristina & Rach, Melissa]
Language: eng
Format: epub
ISBN: 9780321808301
Publisher: New Riders
Published: 2012-07-15T04:00:00+00:00

Do not Fear the Magic Layer

Content strategist Shelly Bowen refers to something she calls “The Magic Layer.” For consultants, it’s the place between research and deliverables. If you’re inside an organization, it’s the space between your research and your next promotion.

The magic layer is where all the unique and differentiating ideas—like the core strategy—come from. It’s all about invention. And that can be scary.

In her blog post, “Just Make It Up, Already,” Shelly says:

This fear or resistance of invention—of making something up—is holding a lot of us back. It’s as if we’re looking for a book or resource or expert to point us to page 428, second paragraph, for specific and correct directions on what to do. (Then we can annotate it!)

But how did that resource come up with the solution in the first place? They made it up. Sure, they tested it and shared it and revised it. They may even have come up with the idea from a range of sources and experiences. But some individual had to invent it and write it down.

This business of “making it up” is [part of the Magic Layer] and I don’t really talk about it to many people. For obvious reasons. Invention is welcomed in the art world, but within business strategy, it’s much harder to accept.*

* http://www.shellybowen.com/2011/10/magic-layer-invention/

Do not fear the Magic Layer. You can do it. It’s okay. And, what’s more, you can’t do content strategy without it.

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