Content Strategy:  Connecting the Dots between Business, Brand, and Benefits

with Rahel Anne Bailie (@rahelab)

As marketers and communicators well know, many organizations don’t view managing content as a strategic business asset that can bring value and ROI. They tend to be reactive, tactically responding to  the pain of having too much information.

The reality is content strategy is everywhere. It underpins discussions of digital, publishing, and social media strategies, to name a few. The rise of content strategy has given legitimacy to a field of practice that continues to develop, with best practices still being refined.  The discipline covers a range of activities that stretch any skill set, from content design and curation to taxonomies and editorial. The challenge is to understand how a content strategy can work in your particular business context, and to match the type of content strategy to your business and content requirements.

Rahel Anne Bailie, named one of the top ten most influential content strategy professionals,  takes us on a whirlwind tour of the content strategy landscape and explores the connections and intersections between the various functional areas within this emerging discipline to provide a framework for both organizations and practitioners.

Speaker:

Rahel Anne Bailie, principal of Intentional Design, is a recognized thought leader in the content strategy field. She integrates content strategy, business analysis, information architecture, and content management to increase the ROI of product lifecycle content. An aficionado of content structure and standards, she is in demand for her appreciation of the technical side of content. She is a Fellow of STC and was named one of the top ten most influential content strategy professionals.

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