Content strategy no image

Published on May 3rd, 2011 | by Rahel Bailie


The Pitch for Content Strategy

Today’s content strategy deliverable, courtesy of the good folks over at Brain Traffic, may seem like an unusual deliverable. In fact, if you’re not working as the lead on a team, you may never have to use this deliverable at all. But make no mistake, without someone doing this work up front, you won’t get a chance to use any of the other deliverables mentioned in this series.

This deliverable is The Pitch. It is what makes clients – external or internal – understand why they need it, what it is, how it brings benefit, who will benefit, who will bring the benefit and how, and what the mechanics are of what needs to be done in order bring those benefits.

Marketing communicators turned content strategists are pretty good at the pitch; justifying the benefits of efforts spent is part of the job. For other communicators, this way of thinking may not come naturally. In the technical communication realm, for example, there have traditionally been clear delineations about the work produced: a manual, help files, and perhaps text to the translators. ¬†Making the case for content strategy is entirely new territory. For content strategists with a more technical bent, it’s hard to move away from explaining benefit in tactical terms – “the output will be interoperable with other XML schemas,” for example – and expressing ROI in terms that management will understand.

There have been numerous articles, presentations, and other resources produced on the ROI of content strategy, but it all comes down to the same core thesis. Making the case for content strategy is all about demonstrating the value it will bring, to help organizations meet their business objectives.

Share this post:
These icons link to social bookmarking sites where readers can share and discover new web pages.

  • StumbleUpon
  • email
  • Facebook
  • LinkedIn
  • TwitThis

Tags: , , ,

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,

4 Responses to The Pitch for Content Strategy

  1. Leisa LaDell says:

    Did I miss understand? Guess I was expecting to see some slides of a ‘pitch’ – checked the links, but none took me there. It’s a really good point. Would love to see some examples of a good CS pitch.

  2. Robyn Ball says:

    Thanks Rahel and the Brain Traffic team. This is another great resource which helps to condense the whole content strategy message into a simple-to-relay format. There’s some nuggets in here that will really help us explain why CS is a must to senior managers, CEOs and potential clients.

  3. Rahel Bailie says:

    There’s some odd WordPress thing happening – you can go to and right-click the link called Selling the Content Strategy Framework, or you can view the PDF directly at Apologies for the wonky UX – I have tried to fix it but without success.

  4. Tina Folaron says:

    You have written some really great posts. I have a Tucson web design firm, so I really appreciate good, useful information. Keep up the good work!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

Back to Top ↑