How do I describe content strategy to a large, multi-part organization?

6 years ago from , UX

This may not be strictly design related, but I'm giving it a go.

I'm trying to write up a good explanation of content strategy—what it is, how it's done, what it entails, etc.—for a large organization. Historically, each product or department has approached content development and publishing somewhat independently, but the organization is feeling the need for a more centralized strategy.

The problem I'm running into is that Content Strategy (as a proper-noun discipline) entails so many distinct and interrelated facets:

  • product management
  • editorial style guides
  • content types and design templates
  • coordinated publishing calendars
  • campaign and marketing plans
  • messaging strategy and positioning
  • etc.

In all honesty, the breadth of what's needed is overwhelming.

Anyone have any good advice on how to craft such a large proposal?


  • Andrew ZimmermanAndrew Zimmerman, 6 years ago

    Content strategy is about solving business problems. The OP's organization has identified a problem (need for centralization). To sell content strategy show how it can solve those problems of centralization (effort, control, cost?). Like Ryan said, business is often invested in process. Explaining those list items are going to fail to get investment. Sell solutions, then walk back to explain how the solution uses the relevant parts of your list.

    2 points
  • Ryan RushingRyan Rushing, 6 years ago

    We do this a lot for our clients, and one way we have approached the problem is to break it up into smaller pieces with different price points. Sort of like a tiered pricing plan, with each tier adding more value.

    Most large organizations have tons of processes and people that have to buy into a solution before jumping on board. You might have success if you propose a small solution—that solves their most pressing and revenue-effecting problem—then a middle proposal that addresses secondary problems, and finally a third that's the most work for you—and most value for them.

    Really what I'm talking about is value pricing. Start with solving a problem that is the biggest for them and they will likely jump at the opportunity.

    Good luck!

    1 point
  • Mike A.Mike A., 6 years ago

    And you are employee of the company and need to sell it internally, or you are external and want sell your services to them?

    0 points