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Published on March 7th, 2013 | by Rahel Bailie


All I learned about book publishing comes from The Book

If you haven’t been paying attention, the book that I wrote with Noz Urbina, Content Strategy: Connecting the dots between business, brand, and benefits, has hit the shelves. We’re delighted, naturally. There’s nothing better than getting one’s life back after two years of maniacal focus on creating coherent thoughts from the clutter of my mind and organizing it into some sort of publishable body of work.

The things I’ve learned about the publishing industry…

  • When you want to create a book and are told by one publisher that “there’s already a book on that topic in the market and we can’t sell more,” find another publisher. There’s bound to be someone that believes in your topic.
  • When you first send the information to bookstores, they list the book status as Unavailable, which flies in the face of reason, to me. Isn’t the point of listing a book that you want people to know they can buy it?
  • When you change the book title with the ISBN people, some online bookstores can’t seem to cope with the change, no matter how many times you notify them.
  • Three months in, I’ve learned to not let or or fool me – they have the book, despite their online claims that it’s back-ordered and other such nonsense.
  • Without reviews on, a book on content strategy doesn’t rank well. In fact, it will fall somewhere below a book on “content strategies for English language learners” for a while.

On the other hand, I learned that putting in the hard work pays off with good feedback from people in the industry who will tell you what they think on their own blogs. Here are a few reviews I found on the Web. Some are from people I know; others are from people who found the book and decided to contribute their opinions.

  • Bailie and Urbina “knock it out of the park” with their new book – an excerpt from a review by Kevin Nichols, Content Strategy Practice Lead for SapientNitro: This work is what’s missing amongst all the content strategy material that’s out there. It completely answers the question “why content strategy” and expertly positions its business value for every single decision maker. If you have a vested interest in improving content, brand and product performance, this book is a must.
  • Book Review: Content Strategy by Bailie and Urbina – an excerpt from a review by James Mathewson, Search Strategy and expertise lead for IBM: The best part of the book is its collection of case studies, which show how companies large and small have used content strategy to improve their businesses. and [The book] is unique in stressing the long view when it comes to building content strategies that result in ROI.
  • Content strategy for decision makers – an excerpt from a review by Bas Evers, content designer at Informaat: Rahel Bailie and Noz Urbina are writing an important book. I recognize the struggle to convince organizations that investing in good content is worthwhile. The book does exactly that. It focuses on the strategic value of content. Indeed, it is more of a strategy outline than a how-to book. There are even concrete ROI calculations from example projects in there.
  • Making the business case for content strategy – exclusive excerpt from Rahel Anne Bailie and Noz Urbina’s new book – from the blog: Rahel Anne Bailie and Noz Urbina have put together the first content strategy book to focus on what project managers, department heads and other decision-makers need to know about content strategy. This fills a huge gap – making the case for the buy-in of content strategy.

 Does this feedback fuel your excitement as much as ours? If you haven’t been able to find the book in your online bookstore of choice, you can always order it – print or various ebook versions – directly from XML

And if you want more content strategy from our unique perspective, we are regularly updating the book site with information and downloadable slides that you can use in your presentations. Content Strategy: Connecting the dots between business, brand, and benefits.


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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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