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Published on May 27th, 2011 | by Rahel Bailie


Content strategy presentations

Delivering four presentations, leading two workshops, and participating on two panels at four conferences in three weeks might be called insanity, but in the consulting business, it’s called “spring conference season.”¬† As a result, I’ve missed a couple of weeks of posts and am making up for it now.

The rise of content strategy as a discipline means a corollary rise in conferences specific to the discipline. The presentations have become less circumspect about the strategy being focused on content (instead of “digital” or “internet” or similar). The range of presentations has also grown, as presenters explore the many aspects of a discipline with many¬†specialities.

This week, my contribution to the discipline is to upload two presentations, one a feature presentation from Congility, the other from Confab. These may seem old hat to the seasoned content strategist, but may be helpful to others.

The Content Strategy Paradox (presented at Congility 2011) – The rise of the term “content strategy” has given legitimacy to a field of practice that continues to be defined and refined. It is still a bit of cowboy country where typical deliverables are yet to be articulated, and best practices are yet to be agreed upon. On the other hand, content strategy seems to be everywhere, and underpins discussions of internet strategy, publishing strategy, social media strategy, and digital strategy, to name a few. The separation of content strategy from its hosts seems contrived and artificial. Can a practitioner deliver an effective content strategy without considering the user experience and digital strategy, or the marketing and business strategy? This presentation explores the connections and intersections between the various functional areas and provides a framework for aspiring and practicing strategists.

Good Products Deserve Good Content (presented at Confab 2011) – When an organization invests in product lifecycle content, it can become some of the most convincing marketing content around. Can’t explain a product’s benefits? Loss of sales. Can’t explain its use? Needless returns. Can’t shine at post-sales support? Bad reputation. No traceability from specs to testing? Problematic. From specs to technical documentation to support knowledge base, harnessing the potential of product lifecycle content is Good Business.


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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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