The term “strategy” is defined as “alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.” To borrow from the definition of management consulting, then, content strategy is the practice of helping organizations to improve their content performance, primarily through the analysis of existing content problems, and development of plans for improvement. A content strategy will assess an organization’s current state, understand the ideal future state, recognize where the gaps are, and recommend a roadmap. Defining Content Strategy A content strategy is the analysis phase of a business problem that...Read More
Author: Rahel Anne Bailie
Rahel Anne Bailie is an integrator of content strategy, requirements analysis, information architecture, and content management to increase ROI of content that matters, and a supporter of content structure and standards. She is founder of Intentional Design, Fellow of the Society for Technical Communication, co-author of Content Strategy: Connecting the dots between business, brand, and benefits, co-editor of The Language of Content Strategy, and co-producer of Content Strategy Workshops. She is currently practicing her skills in London, England.
By Rahel Anne Bailie, Content Strategist, Intentional Design Content strategy seems to be the 2009 catch phrase in the writing world. It’s new, it’s sexy, and it holds the promise of good things to come. What exactly is content strategy, and why should we be concerned with this new practice area? Content strategy has been described by various practitioners as “the practice of planning for content creation, delivery, and governance” and “a repeatable system that defines the entire editorial content development process for a website development project.” Don’t be fooled by this narrow definition of content strategy. Much like...Read More
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