My first session at #confab12: The Magic Layer: The Secret to Every Successful Content Strategy

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?

• when you note intersections
• when patterns become readily apparent
• when the organization’s needs are visible
• when stakeholders start signing off
• when the primary message becomes clear

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:

• New connections between diverse concepts
• New opportunities are discovered
• More meaningful experiences are revealed
• New partnerships on the team are formed

Here are the obstacles you might face when trying to get to the magic layer:

• Sheep think
• Focusing on details or how-tos too early
• Conflicting POVs (points of view)
• Birdwalking from goals and falling from goals
• Everything is a priority

Here are some ways to prevent the obstacles you'll face:

• Work in small groups
• Name decision makers
• Reach out to outsiders
• Sketch ideas
• Sleep on it
• Establish core messaging priorities early

Achieving the Magic Layer includes these steps:

• Start with shared goals
• Get the right people together at the right times
• Empower the decision makers
• Hop on the obstacles
• Get outside and cross-disciple perspectives
• Establish your core messaging priorities early!
• Know that all content strategists have a unique approach.
• Choose the deliverables that fit your objectives and needs, and present them in a way your people will use.
• Keep (reality) checking your priorities.
• Sleep on it!