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
About the Author
Widely recognized as one of the country’s leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.
In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.
Table of ContentsForeword: The Rapid Rise of Content Strategy at Facebook and Beyond
Before We Begin
1 NOW: Hit the ground running.
2 PROBLEM: Why does your content (still) suck?
3 SOLUTION: Content strategy to the rescue.
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.
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.
10 PERSUASION: Making the case for content strategy.
11 ADVOCACY: Get out there and do something.
12 HERO: Save the content, save the world.
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