Content as a Business Asset


Speakers:
Rahel Anne Bailie,
Content Strategy & Ecosystems / Content Management & Design, Scroll

Steve Rotter, CMO, Acrolinx

Description:
Every business generates content, and every business with an online presence generates more content than ever: marketing content, product content, user support content, content for internal use and customer-facing content. Content is usually the first impression that customers get of your business, and often the primary way that customers interact with your brand. This begs the question, then, of whether businesses actually recognise content as a business asset and, what’s more, whether they treat content like a business asset.

Content is rarely used to its full potential, because it remains fragmented across multiple corporate departments, managed independently and without consistent standards. As a result, content is vastly underestimated as a resource; the possibilities for utilising content are blunted without the right underlying ecosystem to allow it to thrive.

In this webinar, Rahel Anne Bailie, co-author of Content Strategy: Connecting the dots between business, brand, and benefits, explores ways that the development, sharing, management, and governance of content can work together to help content reach its full potential as a business asset.

About Rahel Anne Bailie:
Rahel Anne Bailie is Chief Knowledge Officer of Scroll, UK’s only full service content provider. Rahel is a results-driven, seasoned professional with a strong track record of developing successful digital content projects. She brings a strong understanding of the complexities of managing the editorial and technical aspects content, throughout the entire content lifecycle, to ensure that content is the driver for existing and emerging channels within the context of a rich customer experience. Her strength as a diagnostician allows her to apply strategic analysis across a range of organisational requirements, aligning the needs of the business, customers, content, and technology, to deliver compelling experiences into existing channels and allow for rapid adoption of emerging channels. Rahel is building a high-performing content strategy practice and working with clients on content strategies aimed to increase business impact. She is a Fellow of the Society for Technical Communication, and author of multiple industry books on content strategy.