Content Strategy for the Web

by Kristina Halvorson, Melissa Rach

Overview

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.

Product Details

ISBN-13:	9780132883245
Publisher:	Pearson Education
Publication date:	02/28/2012
Series:	Voices That Matter
Sold by:	Barnes & Noble
Format:	eBook
Pages:	224
File size:	4 MB

About the Author

Kristina Halvorson is the founder and president of Brain Traffic, a content strategy, information architecture, and web writing agency. Since 1997, Kristina has led content strategy and web writing projects for over 100 web sites and several Fortune 500 companies. She is a passionate advocate for content strategy, the hidden discipline that lives between information architecture, web writing, and the build process. She speaks regularly at conferences and universities worldwide.

Melissa Rach is vice president of content strategy at Brain Traffic, an agency focused exclusively on helping clients solve messy content problems.

Table of Contents

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

Editorial 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

From the Publisher