strategist consultant advisor - which are you?

Photo credit: Rahel Anne Bailie

Copyright © 2016 Scroll LLP

Strategist, Consultant, Trusted Advisor

Which are you, and why does it matter?

Photo of presenter here

@ScrollUK

Rahel Anne BailieChief Knowledge Officer, Scroll

15+ years content strategy

10+ years tech communication

Consulting / Instruction / Author

@ScrollUK

WHAT’S IN A NAME?

A LOT

OR NOT MUCH

@ScrollUK

WHY DOES IT MATTER?

What is this?

Horse?Mule?Donkey?Ass?

A donkey sinks in quicksand…

Horse:• Part of equid family• 64 chromosomesMule:• Sterile offspring of

male donkey and female horse

• 63 chromosomes

Ass:• Part of equid family• Run wild in AfricaDonkey• Descendent of the

African wild ass• 62 chromosomes

Expectations

It’s the traits and expectations we ascribe • We guide our personal expectations about our skill

sets• As professions mature, peer expectations align • Employer/client expectations become more

predictable• Marketplace, hiring, and advocacy all become more

effective

Contentdesigner

Guidancewriter

How our professions overlap and align

Science writer

TechnicalauthorTechnical

writer

Technical communicator

Trainingdeveloper

User assistanceInstructional

designer

Digital content manager

Web content manager

Public relationswriter Copywriter

Communications manager

Marketing communicator

Social media manager

Content marketing writerCust engagement

manager

Digital content strategist

Digital marketing strategist

Content marketing strategist

Content engineer

ContentstrategistManagement

consultant

Contentdesigner

Guidancewriter

Perception differences

Science writer

TechnicalauthorTechnical

writer

Technical communicator

Trainingdeveloper

User assistanceInstructional

designer

Digital content manager

Web content manager

Public relationswriter Copywriter

Communications manager

Marketing communicator

Social media manager

Content marketing writerCust engagement

manager

Digital content strategist

Digitalstrategist

Content marketing strategist

Content engineer

ContentstrategistManagement

consultant

@ScrollUK

WHY NOT JUST …

Resistance

Does it matter what we call ourselves• Human nature: dislike change• Control issues: wanting to control the shape of the

industry• Fear of inadequacy: skills not (yet) acquired

@ScrollUK

WHAT TO …

What to do about it

You can choose your path• Conduct yourself ethically• Continuous learning• Educate others

WHAT WILL YOU TAKE AWAY FROM THIS?

By email:info@scroll.co.ukrahel.bailie@scroll.co.ukBy telephone:UK +44 (0)203 318 1828 (office)UK +44 (0)7869 643 685 (mobile)

Social:Twitter: @ScrollUKLinkedIn: https://www.linkedin.com/company/scroll-llpTwitter: @rahelabLinkedIn: https://uk.linkedin.com/in/rahelannebailie

Services:www.scroll.co.ukTraining:www.digitalcontent.academy

SCROLLLondon, UK

Copyright © 2016 Scroll LLP