"Adobe Day" presenter, Rahel Anne Bailie of Intentional Design, outlines why a content strategy is so critical in our new "content economy." Some concepts that Bailie shares may be found in her new book, co-authored by Noz Urbina, "Content Strategy: Connecting the dots between business, brand, and benefits", found at TheContentStrategyBook.com. This presentation makes clear that a content economy means getting contnet to the right: sources, platform, people, times, channels, formats, versions, languages and media.

1. © 2013 Intentional Design Inc.
www.intentionaldesign.ca
@rahelab
Rahel Anne Bailie
Content Strategy in
a Content Economy
Is Your Content Prepared?

2. Content Strategy
Business
communications
Technical
communication
IA/Usability
Content/info
management

3. TOWARD A CONTENT ECONOMY

4. • Agricultural
• Industrial
• Service
• Knowledge
• Information
• Attention
• Content

5. Content economy
Location-based
Geolocation Geofenced
Verified
Endorsed
Social
relevance
Cultural relevance

6. WHAT THIS MEANS FOR
CONTENT

7. • Content is being recognized as a
business asset
• Content deserves to be managed
with as much care as other assets

8. • Content, like design, is only noticed
when there’s a problem with it

9. • New user experiences:
• Smaller screens as primary entry
point to the content
• Mobile commerce and banking
• Tablets as entertainment devices

10. • Ancillary: TV plus tablet for social
• Sequential: Use PC, then mobile; or use
mobile, then finish on PC
• Simultaneous: Collaboration requiring
instant synchronization between devices
*Thanks to Noz Urbina for the concept of content dimensions

11. • Market maturity:
• Market differences
• Social network penetration
• Mobile market
• Growth opportunities

12. • Cross-market content:
• Single language for many markets
• Offering native languages in other
markets
• Cross-border commerce incurs
content needs

13. MEETING THE NEED HEAD-ON

14. Content strategy
“A repeatable system that governs
the management of content
throughout the entire lifecycle.”
- Rahel Anne Bailie, IntentionalDesign.ca

16. • The analysis and prescription is the
strategy
• The rest of the work is
implementation
• The earlier in the lifecycle you can
get involved, the easier it is to effect
change

17. • Throughout the customer journey
• Multiple variables for various market
conditions, product lines, and so on
• Multiple outputs for different devices
and platforms
• Localization, which is becoming
more complex

18. Getting content:
• From the right sources
• On the right platform
• To the right people
• At the right times
• Through the right channels
• In the right formats
• In the right versions
• In the right languages
• In the right media

20. Available now from
online retailers and
XMLpress.net
TheContentStrategyBook.com

21. • Multiple-instructor, two-day workshops
• One-day content strategy bootcamp
ContentStrategyWorkshops.com