“Here’s the problem: if these assumptions are correct, the client isn’t ready for content strategy. They’re not ready to acknowledge a problem that’s bigger than a silo or a delivery channel, or to ask consultants to help them with strategy. It’s much easier to say, “we need technical help with development, design, and web writing” than to say “we need strategic advice, web therapy, and inter-department facilitation.” Crucially, the person buying probably isn’t ready to become an agent of change in their organization. Change hurts, and actively advocating for it scares the hell out of people.”
My everyday job…
Source: Content strategy disrupts unethical agency sales practices
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