Jean Gazis Copywriting & Content Strategy

If your client or boss doesn't understand why you need a content strategy, s/he sure won't get the what, why, and how. There's a nice summary of pitching content strategy over at Intentional Design's Content Strategy blog, with a downloadable PDF. I especially like the last page of the presentation:

"How much content is out there with your company/organization’s name on it?
• Do you know what it says?
• Is it accurate and up to date?
• Is it helping or hurting your brand?
• Who’s maintaining it?

If you can't answer those questions at your place of business, you need to develop a content strategy.