Content Critical: Gaining Competitive Advantage Through High-Quality Web Content / Edition 1 available in Paperback
In the age of information overload and content glut, how do you get people to read what's on your website?
The modern world runs on content. And the Web is fast becoming the medium of choice for content delivery. Increasingly business is about getting the right content to the right person at the right time - and making a profit out of it. Content is critical.
Content Critical will change the way you think about the Web. If part of your job involves writing original content to be placed on the Web - product support material, a marketing pitch, or internal communication - you're part of a publishing process. Think of your website as a publication and it all begins to make a lot of sense. Think of the person who visits your website as a reader and your objectives become clearer.
Content Critical explains the theory and practice of producing reader-focussed, compelling content. It includes highly detailed, practical advice about what it takes to build a professional, content-oriented website, including classification, navigation, search and content layout. It shows you how to organize a publishing team and how to create a web publishing strategy.
Discover what high-quality content really is, and learn how to create it.
Having a Web presence that people want to use and keep coming back to is increasingly a vital source of competitive advantage.And that means content is critical. How good is yours?
Content publishing expertise is the vital skillset in the information age. Content Critical will help you:
- discover the key skills required to write compelling content for the Web
- understand the rules ofpublishing content online
- know how to appeal to your online readers
- develop an effective Internet communications strategy
- build publishing skills within your organization.
|Publisher:||Pearson FT Press|
|Edition description:||New Edition|
|Product dimensions:||6.00(w) x 1.25(h) x 9.00(d)|
About the Author
Gerry McGovern is a content management consultant and author. He has spoken and written extensively on Internet issues over the last seven years. He is advisory editor for BOSS (Bloomsbury) on the subject of ecommerce. (BOSS is a 3 million word plus one-stop reference and interactive tool, embracing all aspects of the world of work.) He writes a column for the popular marketing website, clickz.com, on the subject of content management and also has his own highly regarded and widely read online newsletter called New Thinking. He is a member of the Financial Times Knowledge Dialogue, a network of thought leaders advising executives on critical business issues. Previously Gerry founded Nua, which became best known for Nua Internet Surveys, a leading resource for information on Internet trends.
is a freelance journalist in New York City. He is a contributing editor at Business 2.0 magazine, for which he writes the Leading Questions column, as well as news stories and feature articles. He also writes and publishes Net Style, a weekly online newsletter. Rob also does consulting work in journalism, publishing, website design and information architecture.
Previously Rob was Executive Editor at Fortune magazine, where he was a member of the management team that revamped Fortune in 1996. He was responsible for "First," Fortune¿s innovative front of magazine section, and directed Fortune¿s economics coverage. Rob joined Fortune in 1984, and worked for several years in the magazine¿s Washington bureau. He has written several cover stories and dozens of feature stories, and also edited Fortune¿s 70th anniversary issue in February 2000.
Table of Contents1. Everything you Know About Publishing Is Wrong.
The Secret of Web Success. It's an Information Overloaded World. Traditional Publishing Sucks. The Alternative Sucks 30,000 Times More. Organizations are Awful at Publishing Content. Everything you Know about the Web Is Wrong. Just What Is Publishing? Time-to-Publish. The Organization as University. Know Your Reader.
2. The Benefits and Costs of Content.
The Rise and Rise of Content. The Benefits of Content. The Cost of Content. Toward a Content Cost-Benefit Model.
3. The Reader Is King.
If the Customer Is King. Age of the Information Literate. Seven Things Readers Want from Your Website.
4. The Need For Content Standards.
The Internet: A Triumph for Standards. The Internet Today Is a Mess. The Third Phase of the Internet. Standards Empower. Classification Is Key. Standards Allow More People to Publish. One Website, or Many?
5. Creating Content.
Getting Your Reader and Content Right. Identifying Your Readers. Identifying Your Content. Creating Content: Critical Factors. Commissioning Content. Acquiring Content. Reader-Created Content.
6. Editing Content.
Why Quality Editing Is Essential. Contributing Content. Editing Content. Reviewing Content. Correcting Content.
7. The Four Pillars of Information Architecture.
The Four Pillars. The Evolution of Information Architecture. Metadata and Classification: A Website's Foundation. Search: What Most People Do.
8. Navigation Critical.
Why Quality Navigation Is So Critical. Ten Principles of Navigation Design. Thirteen Navigation Options.
9. ContentLayout and Design.
Content Must Be Readable. General Content Layout Conventions. Laying Out e-mail Publications. Graphic Web Design. Accessibility.
10. Special Topics in Web Publishing.
The Holy Grail of Publishing. Subscription-Based Publishing. Reader Interaction and Feedback. Promoting Content. Measuring Publication Performance.
11. The Publishing Team.
Publishing Team: Roles and Organization.
12. The Five-Stage Publishing Strategy Approach.
People Are the Key Asset. The Five-Stage Publishing Strategy Approach.
Most Helpful Customer Reviews
Old but still relevant. Not detailed, but a great overview of web-specific needs for those who haven't been introduced. I read it online (Hard copy print quality supposed to be terrible)