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| Foreword | |
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| Thank You | |
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| About the Author | |
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| How content strategy can help | |
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| Opportunity versus priority | |
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| All the tea in China, all the content types on the web | |
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| Tough choices require something stronger than just tea | |
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| What is content strategy? | |
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| Where's this all coming from, anyhow? | |
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| Developing a definition | |
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| Who should use this book�and what you can expect | |
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| We all want the same things but content gets in the way | |
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| What's inside | |
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| Fail to plan? Plan to fail among monsters | |
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| Designing cohesive experiences: Introducing content strategy to design | |
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| Deriving design from content at MOO | |
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| Why bring content strategy into the team? | |
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| If you don't know what you need to communicate, | |
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| how will you know if you succeed? | |
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| How does message architecture drive the content and design? | |
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| Establish a message architecture through cardsorting | |
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| Tools, materials, and roles | |
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| Step one: categorize | |
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| Step two: filter | |
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| Step three: prioritize and close | |
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| Quick and dirty: establish a message architecture with a Venn diagram | |
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| Tools, materials, and roles | |
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| Step one: define the brand offering | |
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| Step two: define the audience needs | |
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| Step three: focus and prioritize | |
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| Delivery | |
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| Okay, but who's going to pay for this? | |
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| Pulling it all together with consistency�and copy | |
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| Case in point: a user experience with traditional content types | |
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| Taking it further: designing for user-generated content | |
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| Embracing reality: Incorporating content strategy into project management and information architecture | |
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| Informing scope and governance at Johns Hopkins Medicine | |
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| Understand the challenge and need for content strategy | |
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| Ask tougher questions of your content | |
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| Conduct an audit that meets your needs | |
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| Quantitative, then qualitative | |
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| Determine quality, or the many ways to talk turkey | |
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| Is it current, relevant, and appropriate? | |
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| Is it redundant, outdated, or trivial? | |
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| The Creating Valuable Content Checklist | |
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| Some information is better than none: Core sample your content | |
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| Case in point: Volume versus value | |
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| From audit to analysis to scope | |
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| Document and train for governance and post-launch success | |
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| Hire and organize for governance | |
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| Roll out editorial style guidelines to make the message architecture actionable | |
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| Add an editorial calendar to prepare for consistency | |
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| Use a rolling audit to monitor and maintain | |
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| Executing on content strategy through copywriting, creation, and curation | |
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| Know your story to tell it well | |
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| Align purpose, goals, and process | |
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| Evolve the story over time | |
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| From audit to action | |
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| Curate content to drive the user experience | |
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| Translate the audit into requirements and taxonomy | |
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| Integrating curation | |
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| Changing the culture | |
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| Divide and conquer | |
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| Prescriptive content matrix | |
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| Etiitqfial style guidelines | |
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| Planning for the future | |
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| Coupling content strategy with search engine optimization | |
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| Tie one on for search engines�and customers | |
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| Optimize content types and tone | |
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| Seo and content strategy collaboration spells success | |
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| Shape Seo through the message architecture, content audit, and editorial plan | |
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| Improving content management with content strategy | |
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| Reframe the conversation | |
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| Elevate the value of content management | |
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| Develop a content model | |
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| Create a culture of sharing, education, and maintenance | |
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| Cultivate a culture of governance | |
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| Facilitate success | |
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| Editorial style guidelines | |
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| So whose problem is it�and where do we go from here? | |
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| Grounding social media in content strategy | |
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| Maintain consistency, channel to channel | |
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| Start with a message architecture | |
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| Choose channels that meet your communication goals�and audience | |
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| Making it your own�and sharing with the world | |
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| Continuing the conversation | |
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| Plan for sustainability | |
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| Build conversations with commitment that transcends the campaign | |
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| Choose channels appropriate for your goals, resources, and constraints | |
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| Coordinate cross-channel style with editorial guidelines | |
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| Coordinate channel messaging with an editorial calendar | |
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| Growing the business and getting to work | |
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| Get a seat at the table | |
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| Use content strategy to win | |
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| Demonstrate commitment beyond the campaign or launch | |
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| Demonstrate you have a comprehensive offering that | |
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| addresses why people use the web | |
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| Help them embrace content as an asset | |
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| Use content strategy as a wedge | |
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| Start by listening to the issues | |
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| Conduct a high-level audit to inform scope with greater reality | |
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| Stop reading and get to work | |
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| Index | |