Shelly Bowen, principal content strategist at Pybop, LLC is leading a morning session at Confab. Here is a summary of her Magic Layer presentation. I enjoyed the presentation and the thoughtful way that she responded to questions.
Have you ever told someone that you do content strategy? How do you describe the deliverables of content strategy? How do you explain what it looks like? People are sometimes confused by the process and what results they'll get.
When you're doing content strategy, there is a “That’s it!” moment. A time when you break through struggles with content and things start to make sense. When that happens, you know you’re on the right track.
What is the magic layer?
The Magic Layer is the intersection of the company needs and the audience needs. It includes clear communication, discovery, and shared goals.
“When the right people come together and when they collaborate in the right way, what happens often can feel like magic.”
- Jonah Lehrer, Imagine: How Creativity Works
The Magic Layer might taste like this:
Here are the obstacles you might face when trying to get to the magic layer:
Here are some ways to prevent the obstacles you'll face:
Achieving the Magic Layer includes these steps: