Content strategy at work : real-world stories to strengthen every interactive project

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Title:

Author:

Bloomstein, Margot.

ISBN:

9780123919229

Personal Author:

Bloomstein, Margot.

Publication Information:

Waltham, MA : Morgan Kaufmann, c2012.

Physical Description:

xiv, 163 p. : col. ill. ; 24 cm.

Contents:

Machine generated contents note: ch. 1 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 -- ch. 2 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 --

Contents note continued: 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 -- ch. 3 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 -- Is it redundant, outdated, or trivial? --

Contents note continued: 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 -- ch. 4 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 -- Editorial style guidelines -- Planning for the future --

Contents note continued: ch. 5 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 -- ch. 6 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? -- ch. 7 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 --

Contents note continued: 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 -- ch. 8 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.

Subject Term:

Internet marketing.

Branding (Marketing)

Information technology -- Management.

Web site development.

Web sites -- Design.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	23168001676632	658.872 B655C 2012	1	Searching... Unknown

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Summary

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.