Content Strategy for the Web, Second Edition

10. Persuasion

YOU ARE SO TOTALLY AMPED. You know what content strategy is and why it’s important. You know what to do, and you’re ready for action. So, here’s the big question: How can you persuade clients or colleagues to take on a content strategy project?

Whether you’re a consultant or working inside an organization, making the case for content strategy can feel like an uphill battle. Not only do you have to get people interested in content, but you need to get them to participate in—and pay for—content strategy work. So bothersome.

In this chapter, we’ll talk about how to:

• Start the conversation.

• Tell a good story.

• Pitch your project.

• Get the budget.

You can do this. We promise.

Start the Conversation

When you’re starting out, the ...