Organizations large and small spend an awful lot of time talking. Each one sends out newsletters, magazines, builds and maintains websites, produces videos, generates press releases and crafts talking points. Each one of these efforts, presumably, is meaningful and well-intentioned. But what does it all say? Said differently, if you look at any institution's content from all of these various containers together, does it connect? Even better, does it tell a clear, compelling and consistent story?
I won't pretend that this is something I've done in the past, but it is increasingly something that I think would be of value. Each piece of content is an opportunity to contribute to an institutional narrative. In fact, I'd argue that the "How does this contribute to the narrative?" question should be a litmus test for all new content. Are we introducing the basic storyline to a new audience? Are we building on it for one that is already engaged?
Institutions have an awful lot to say and, while saying less things with more substance is always the goal, it's also helpful to ensure that the things that you are saying are not only important right now, but part of something bigger.

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