Content Strategy: Connecting the dots between business, brand, and benefits


by Rahel Anne Bailie and Noz Urbina

Content Strategy: Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on project managers, department heads, and other decision makers who need to know about content strategy.

SKU: 9781937434168 Category: Tags: ,


If you’ve been asked to get funding for a content strategy initiative and need to build a compelling case, if you’ve been approached by your staff to implement a content strategy and want to know the business benefits, or if you’ve been asked to sponsor a content strategy project and don’t know what one is, read on, this book is for you.

Content Strategy: Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on project managers, department heads, and other decision makers who need to know about content strategy. These decision makers need enough knowledge, at a high-enough level, that when they are asked to submit a proposal for a content strategy they can make informed decisions and contribute to a strategic discussion about business-critical content.


  • Foreword
  • Preface
  • Part I. Introduction to Content Strategy
    • Chapter 1. Introduction
    • Chapter 2. The Content Strategy Imperative
    • Chapter 3. Understanding the Disconnect between Content and User Experience
  • Why Content Strategy and Why Now
    • Chapter 4. Strategy Beyond Surface Beauty
    • Chapter 5. Content as Part of a Complex System
    • Chapter 6. Content, Complexity, and Governance
    • Chapter 7. Managing the Complexity of Content
  • The Value and ROI of Content
    • Chapter 8. Which Content Benefits from a Content Strategy
    • Chapter 9. Content in a Knowledge Economy
    • Chapter 10. All Content is Marketing Content
    • Chapter 11. Content as Business Asset
    • Chapter 12. The ROI of Content Strategy
    • Chapter 13. Content Strategy in Business to Consumer
    • Chapter 14. Content Strategy in Business to Business
  • Content Under the Hood
    • Chapter 15. What Exactly Is Content?
    • Chapter 16. The Nature of Content
    • Chapter 17. Planning for Power Publishing
    • Chapter 18. Right Content, Right Context
    • Chapter 19. Making content user-centric using modular building blocks
    • Chapter 20. The Power of Semantic Content
  • Developing a Content Strategy
    • Chapter 21. Leveraging Content Strategically
    • Chapter 22. Feeding the Customer Lifecycle
    • Chapter 23. Implementing a Content Strategy
    • Chapter 24. Centering the Strategy Around a Content Lifecycle
    • Chapter 25. Finding the Content Strategy Skills You Need
    • Chapter 26. Basic Principles toward a Quick Start
  • Chapter 27. Glossary
  • Chapter 28. Bibliography

About the Authors

About Rahel Anne Bailie

Rahel Anne Bailie is a recognized thought leader and one of the top content strategists in the industry. With over twenty-five years of professional content experience, she combines substantial business, communication, and usability skills with a strong understanding of content and how to manage it. For over ten years her consultancy, Intentional Design, has been helping companies leverage their information assets. She is also a co-organizer, with Scott Abel, of the event Content Strategy Workshops.

About Noz Urbina

Noz Urbina is an established content strategy thought leader, consultant and trainer specialising in cutting edge, multi-channel, business-driven projects. Since 2000, he has provided services to Fortune 500 organisations and small-to-medium enterprises. Since 2006, Noz has been Events Chair and Content Director for and has earned a solid global reputation in the structured content community working as Senior Consultant for Mekon Ltd.

Editorial Reviews

“Rahel and Noz show you how smart decisions makers approach content strategy. Follow their advice and you’ll be on the way to creating great designs for your customers.”
— Jared M. Spool, Founding Principal of User Interface Engineering From the Foreword

“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.”

– Kevin P. Nichols, Director and Global Practice Lead, Content Strategy SapientNitro

“This book does the most important thing that people have been ignoring for too long: it talks about content strategy from the perspective of your boss, and there’s a good chance that he or she looks at the topic differently than you do. Understanding these differences is how you’re going to get things done. To wit: Chapter 12 — The ROI of Content Strategy — is worth 1000x times the cover price all by itself.”
– Deane Barker, Business Development Director, Blend Interactive

“if you’re serious about content strategy, this book is not optional.”
– James Mathewson, Full review at Writing for Digital



There are no reviews yet.

Only logged in customers who have purchased this product may leave a review.

About the store

We offer non-DRM ebook editions for most XML Press publications as a three-format bundle:

  • ePub
  • Kindle (.mobi)
  • PDF

Once you purchase a bundle, you will receive email with a download link.

Print editions and single-format ebook editions of our books are available from most online book retailers.

Note on the .mobi format: This format is provided to make it easier to sideload to older Kindle devices. For the best reading experience with newer Kindles, we recommend that you use the email to Kindle feature and send the epub version to your Kindle.