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Published on August 2nd, 2011 | by Rahel Bailie


Why content strategy: explaining its value proposition

When you’re involved in a trending field, it may seem like everyone in the world is involved in the conversation. For content strategy, there are blogs, Twitter streams (#contentstrategy), Facebook pages, Google groups, LinkedIn groups, and organizational SIGs (special interest groups). You can say “I’m a content strategist” and someone will reply “ooh, great, what kind of CS do you do?” It’s easy to think that the world is on the right path, and the world will be a better place because we’ve discovered the holy grail of web usability: better content.

And then reality hits. The professions whose roles are to make a project happen, the “adjacent professions” – project managers, business analysts, creative directors, engineering team leads, software development managers, program managers – are, for the most part, blissfully unaware of content strategy as a profession. They don’t realize why it’s important, don’t know the benefits, and don’t understand where or how we fit into the picture. Too often, I’ve been parachuted into a project for a month or two, expected to churn out a couple of content matrices, and call it a content strategy. The project got value, but a content strategy? I think not.

There’s still a lot of room to explain the value proposition of content strategy at its most basic level of ROI. Here’s a recent run at it, for a professional “outsider” audience:





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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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