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Published on March 6th, 2008 | by Rahel Bailie

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Entering The Age of Content: a slightly different take on content convergence

Another article was published about content convergence, on the Data Conversion Laboratory blog, called The Dawning of the Age of Content – and why Content Convergence Matters to You.

This era reminds me of the late 1980s when the printing industry realized that the sludge they were paying to have hauled away was discovered to be watertight, and could be used to line landfills. Suddenly, they were being paid for it, so they had to find a way to handle it, store it, inventory it, and value it so the “product” could be processed through the financial system. We’re going through a similar green revival. I call it the greening of content: reduce, re-use, recycle.

Perception is everything, and the shift in perception from “content as liability” to “content as asset” is a biggest one. It moves organizations away from the “toss the content into a bin and forget about it” to the “let’s find a way to manage it properly and get value out of it” mentality. It’s lovely to see this, and reminds me that the area of content as asset is in its infancy, with an exciting future ahead of it.


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About the Author

Rahel Anne Bailie is a synthesizer of content strategy, requirements analysis, information architecture, and content management to increase the ROI of content. She has consulted for clients in a range of industries, and on several continents, whose aim is to better leverage their content as business assets. Founder of Intentional Design, she is now the Chief Knowledge Officer of London-based Scroll. She is a Fellow of the Society for Technical Communication, she has worked in the content business for over two decades. She is co-author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-editor of The Language of Content Strategy, and is working on her third content strategy book,



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