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Content strategy for the Web

Content strategy for the Web

Halvorson, Kristina; Rach, Melissa

Companies & agencies spend months & millions of dollars on how they'll deliver content online, yet allocate very few resources toward planning for, creating, & governing the content itself. 'Content Strategy for the Web' can help in delivering useful, usable content to online audiences, when & where they need it most

Book. English.
2nd ed.
Published Berkeley, Calif.: New Riders, c2012
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Details

Edition statement: Kristina Halvorson, Melissa Rach ; foreword by Sarah Cancilla.
ISBN: 0321808304, 9780321808301
Intended audience: Specialized.
Note: Previous ed.: 2010.
Note: Includes bibliographical references and index.
Physical Description: xviii, 197 p. : ill. ; 23 cm.
Subject: Web site development.; Web site development Management.; Computers and IT.

Contents

  1. Foreword: The Rapid Rise of Content Strategy at Facebook and Beyond
  2. Before We Begin
  3. REALITY
  4. 1 NOW: Hit the ground running.
  5. 2 PROBLEM: Why does your content (still) suck?
  6. 3 SOLUTION: Content strategy to the rescue.
  7. DISCOVERY
  8. 4 ALIGNMENT: Down with silos, up with people.
  9. 5 AUDIT: Take a close-up look at your current content.
  10. 6 ANALYSIS Your content lives in a complicated world.
  11. STRATEGY
  12. 7 CORE: Core strategy: the center of it all.
  13. 8 CONTENT: Substance and structure: the stuff they come for.
  14. 9 PEOPLE Worldflow and governance: the path to victory.
  15. SUCCESS
  16. 10 PERSUASION: Making the case for content strategy.
  17. 11 ADVOCACY: Get out there and do something.
  18. 12 HERO: Save the content, save the world.
  19. Content strategy reading list
  20. Acknowledgments
  21. About the Authors
  22. About Brain Traffic
  23. Index

Author note

 

Description

FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS

BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn't help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you're not sure where to start. How can you realize the value of content while planning for its long-term success?

For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to:

Understand content strategy and its business value

Discover the processes and people behind a successful content strategy

Make smarter, achievable decisions about what content to create and how

Find out how to build a business case for content strategy

With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

Reviews

"This is the go-to handbook for creating an effective content strategy. The Post-it® notes and dog-eared pages in my copy are evidence
of that!" - Aaro n Watkins, Director of Digital Strategy, Johns Hopkins Medicine

"By far the most comprehensive and accessible book on content strategy available. Required reading for our entire team"
- Lucie Hyde, Director of Content, eBay Europe