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Published on October 1st, 2010 | by Rahel Bailie

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Creating a Content Strategy

My slides from the Lavacon conference keynote are now on SlideShare, here: http://www.slideshare.net/rahelab/creating-a-content-strategy-5334862

Content strategy is an exciting place to be. It’s an emerging field, still open to interpretations and possibilities. As an emerging area of practice, content strategy promises to change the landscape of our work in significant ways. The definition of content strategy continues to evolve as we develop better definitions of the components that come together to form the framework that will eventually become the body of knowledge. So while single-sourcing or DITA is not, of itself, a content strategy, a content strategy could very well include these concepts.

By asserting that content strategy is the intersection of business analysis, user experience, and content development, we are laying claim to a profound change in the way we treat content. And we expect no less from the organizations that content serves. When we treat content, instead of a drain, as a corporate asset, when we look at its untapped potential instead of its cost, when we think about content in terms of consumer and corporate benefit, we are looking at content through a strategic lens.


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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,



2 Responses to Creating a Content Strategy

  1. Pingback: The Increasing Momentum of Content Strategy | I'd Rather Be Writing

  2. Vinish Garg says:

    While doing some research on ‘transition from technical communication to content strategy’, I came across this small but useful post. Thank you for the accurate comments.

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