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Published on October 15th, 2008 | by Rahel Bailie

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Take advantage of the economic recession to boost your content mix

Hard economic times make for strange bedfellows, and as the US finds itself in an economic situation said to rival the depression almost a century ago, content publishers find themselves facing some interesting challenges. The cuts of the 1990s to create “lean and mean” organizations has created companies that are positively anorexic, and some bulimic, as they gorge and purge according to the economic changes. In this time of economic belt-tightening, there is often no more fat to cut, so media companies are in a position to do something different: get more creative.

Joe Pulizzi, Chief Content Officer for Junta 42, understands the value of content, that it is an asset that serves as the “good stuff” of marketing campaigns. Without content, the technology has nothing of interest to deliver. Customers and prospects will be drawn in by the quality and usefulness of the content, not the potential of the technology behind the scenes. He recently blogged about this phenomenon and trends in content marketing. As marketers move money to areas where it can be more effective, the role of content is facing a significant increase.

Hear more about this trend, particularly about the dos and don’ts of content marketing, in Joe’s presentation, Please Stop Talking about Yourself: Is Your Web Content Killing Your Brand and What to Do about It, at Web Content 2009.


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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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