Author: Rahel Bailie

Rahel Anne Bailie is a content strategist with a skill set encompassing content management, business analysis, information architecture, and communications. She operates Intentional Design, helping clients analyze their business requirements and spectrum of content to get the right fit for their content development and management needs, and facilitates transitions to new business processes, content models, and technology implementations. Follow her on Twitter @rahelab.

By rahel-bailie published April 13, 2015

Intelligent Content: The Best Dinner Party Ever

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When I say intelligent content, what jumps to your mind? A content engineer might think of the textbook definition: content that’s structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable, and adaptable. A marketer or user-experience professional might call up this often-touted description: content that’s delivered to the right people, at the right time, in the right format, in the right media, in the right language, in the right version.

Here’s another way to think of intelligent content: the best dinner party ever.Continue Reading

By rahel-bailie published December 6, 2011

How to Climb the Engagement Pyramid with Public Sector Content

Producing content in the public sector may seem, at first glance, like a completely different beast than marketing content for the private sector. However, once we look at the reasons for publishing content, the “marketing” aspects aren’t all that different. Private industry may have bigger budgets and more technology know-how to create cutting-edge websites, but in both sectors the content being produced is meant to support the organizational goals and the goals of the constituents and other stakeholders — in other words, the content consumers.

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By rahel-bailie published September 21, 2010

How to Create Useful FAQ Pages

If you think a FAQ page is where readers find handy information about their needs or a place where customers go to look for answers to frequently asked questions, think again.

In an informal survey  I conducted,  occasional to frequent Internet users generally agreed that FAQ pages were of little use in actually answering their questions. Continue Reading

By rahel-bailie published June 22, 2010

Don’t Think Marketing. Think Relationship.

The quest for the right mix of content on a corporate site is the holy grail for marketing groups. In a very common scenario, marketing  departments are given the budgets to develop content, and they create marketing material that is clean, crisp and clear. They plan content so that visitors are led down a compelling and attractive path to the shopping cart. It’s like coercing consumers down the aisle to a shotgun marriage.

Reality, however, is that consumer behavior doesn’t work that way. Much like the pick-ups lines don’t turn the head of prospective dates, marketing content isn’t always what turns browsers into buyers. Marketers may think they know what content consumers want, but it doesn’t address the real needs of those who are looking at the buy as the beginning of a relationship.Continue Reading