Have you ever read web sites which proclaim the following:
We are a highly innovative geospatial firm that provides unique and effective solutions for complex problems. Our company is a proven performer that delivers the highest quality, cost effective, technical services to our government and commercial customers.
Or articles which proudly announce:
Ours is an innovative product which uses our own ground-breaking technology to provide a unique way for you to improve your geospatial data collection processes.
I generally use 3 words to describe these prose: Empty. Meaningless. Gobbledegook.
In this article we will discuss geospatial content. More specifically what is a geospatial content strategy. In this and future posts we will discuss why a carefully designed content strategy will help you avoid empty, meaningless, gobbledegook.
What is a Content Strategy?
Let’s begin with two definitions:
In publishing, art, and communication, content is the information and experiences that are directed toward an end-user or audience. Content is something that is to be expressed through some medium, such as speech, writing or any of various arts
Strategy generally involves setting goals and priorities, determining actions to achieve the goals, and mobilizing resources to execute the actions.
Bringing these together.
A content strategy is the planning and action associated with communication (written, spoken, art) of information directed at a specific audience.
That word geospatial ..
Geospatial means ‘place on earth’. In today’s technology world, geospatial relates to location-based data. Over the last 40 years an industry has grown which leverages this data; called GIS, or more increasingly, Geospatial 1.0. It’s a sector and technology centred on the government or the public sector. An expert solution marketed and sold to geospatial experts.
In the last few years a new branch of geospatial has emerged. Based on new automated ways to collect location-based data, and new techniques (artificial intelligence) to process that data. This is Geospatial 2.0. A diverse group of companies are active in this sector: satellite/space, IoT, LiDAR, radar, AI/ML-centric, mobile data (people and vehicle), the list goes on.
Though different in many ways, those active in the Geospatial 1.0 and Geospatial 2.0 sectors respectively share one goal.
Reaching a new audience.
That is a business audience. Those with problems solved by aggregating and processing geospatial data. An audience interested in business outcomes not technology. That requires a new conversation with a new audience. To engage in these conversations will require a carefully crafted geospatial content strategy.
In our next blog post we will discuss: 3 Steps to Creating a Winning Geospatial Content Strategy