Content Strategy at Work Real-World Stories to Strengthen Every Interactive Project

ISBN-10: 0123919223
ISBN-13: 9780123919229
Edition: 2012
List price: $18.99 Buy it from $15.71
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Description: Content is king. and the new kingmaker. and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's  More...

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Book details

List price: $18.99
Copyright year: 2012
Publisher: Elsevier Science & Technology
Publication date: 2/22/2012
Binding: Paperback
Pages: 184
Size: 7.50" wide x 9.25" long x 0.50" tall
Weight: 0.550

Content is king. and the new kingmaker. and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's in it for you? And if you're not a content strategist, why should you care?Because even if content strategy isn't your job, content's probably your problem-and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content. so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences.Presents a solid content strategy framework and ways to implement in your business and with your clientsIncludes a multitude of case studies interviews both successes and failures from different industries and a variety of company typesDetails what you need to incorporate best practices such as resources, time, and budget

Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. For more than a decade, she's partnered with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media. A participant in the inaugural Content Strategy Consortium, Margot speaks regularly-and energetically-about the evolving challenges for content strategy. Recent engagements include Content Strategy Forum London, Confab, edUi, SXSW, Web 2.0 Expo, Web Content, and more intimate regional events across the country. She also helps organize Content Strategy New England. Margot is the author of Content Strategy at Work (Morgan Kaufmann, March 2012), a collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, and anyone who wants to create better user experiences, whether in in-house marketing departments or agency consulting engagements. Margot lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.

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

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