Making the Argument for Content Strategy

© 2012 Intentional Design Inc.www.intentionaldesign.ca

Rahel Anne Bailie@rahelab

Talk the business language of content

Some talking points about content:• It’s a valuable business asset.• It deserves to be managed with care.• It’s not a commodity in a supply chain.• It has a lifecycle, and is iterative.• It needs investment or it can’t be leveraged,

iterated, or maintained.

Match needs to achieve the bigger goal

Seamless experience• Quick to realize use• Frictionless adoption• Meets known needUser delight• Intuitive experience• Immediate value • Unexpected perks

Organizational expectations

Consumer expectations

Business benefit• Competitive advantage• Customer engagement• Upsell of other productsBusiness efficiency• Reduces operational costs• Faster time to market• Expansion of scope

Demonstrate content’s place in ecosystem

Brand

TrustEfficiency

Sweet spot

Show how to derive benefit from content

Content differentiation

Cost impact

Customer profitability

Capacity (potential output)

Management ofcontent

Content agility

No. of formats / outputs

Technology barriersOverhead

Variable cost

Relative service

Relative market share

Content performance

Perceived value of content

Productionintensity

Ease of use

User experience

Relative production costs

Profitability

Increased revenue (ROI)

Operational efficiencies (IRR)

Present formulate for efficiencies

Publishing• 300 hours saved through efficiency

gains• Search Capabilities• 1,840 hours saved by using a

CCMS’s search engine to locate content

Link Management• 1,080 hours saved, chiefly through

improved file management and link management in CCMS

Versioning• 100 hours saved through

automated versioning in CCMS

Workflow• 1,380 hours saved By using CCMS

to edit DITA files directlyEstimated ROI: $117,500/yrDecreased processing time• 4,000 hours saved through

decreased processingIncreased capacity• 4,000 hours total increase in

capacityUser confidence• File integrity• Publishing efficienciesEstimated ROI: $200,000

Case study

The value of content strategy

Available now fromonline retailers andXMLpress.net

TheContentStrategyBook.com

Professional development

• Multi-presenter 2-day workshops• One-day crash course

ContentStrategyWorkshops.com