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

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

by Margot Bloomstein
     
 

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?

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Overview

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 content strategy framework and ways to implement in both in-house marketing departments and consultancies
    • Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands
    • Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects

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    Product Details

    ISBN-13:
    9780123919229
    Publisher:
    Elsevier Science
    Publication date:
    03/02/2012
    Pages:
    184
    Sales rank:
    906,585
    Product dimensions:
    7.40(w) x 9.20(h) x 0.60(d)

    Table of Contents

    Chapter 1: How content strategy can help

    Chapter 2: Designing cohesive experiences: introducing content strategy to design

    Chapter 3: Embracing reality: incorporating content strategy into project management and information architecture

    Chapter 4: Executing on content strategy through copywriting, curation, and aggregation

    Chapter 5: Coupling content strategy with search engine optimization

    Chapter 6: Improving content management with content strategy

    Chapter 7: Grounding social media in content strategy

    Chapter 8: Growing the business and getting to work

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