Content strategy at work: real-world stories to strengthen every interactive project
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Waltham, MA
Morgan Kaufmann
2012
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIV, 163 S. Ill. |
| ISBN: | 9780123919229 |
Internformat
MARC
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| 020 | |a 9780123919229 |c alk. paper |9 978-0-12-391922-9 | ||
| 035 | |a (OCoLC)812207040 | ||
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| 100 | 1 | |a Bloomstein, Margot |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Content strategy at work |b real-world stories to strengthen every interactive project |c Margot Bloomstein |
| 264 | 1 | |a Waltham, MA |b Morgan Kaufmann |c 2012 | |
| 300 | |a XIV, 163 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Information technology |x Management | |
| 650 | 4 | |a Web site development | |
| 650 | 4 | |a Web sites |x Design | |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-025200581 | ||
Datensatz im Suchindex
| _version_ | 1804149382127288320 |
|---|---|
| adam_text | CONTENTS
FOREWORD
xi
THANK YOU
xiii
ABOUT THE AUTHOR
xv
Chapter
1
How content strategy can help
1
Opportunity versus priority
1
All the tea in China, all the content types on the web
2
Tough choices require something stronger than just tea
3
What is content strategy?
4
Where s this all coming from, anyhow?
4
Developing a definition
5
Who should use this book—and what you can expect
10
We all want the same things but content gets in the way
11
What s inside
12
Fail to plan? Plan to fail among monsters
13
Chapter
2
Designing cohesive experiences: Introducing content
strategy to design
19
Deriving design from content at MOO
19
Why bring content strategy into the team?
23
If you don t know what you need to communicate,
how will you know if you succeed?
24
How does message architecture drive the content and design?
27
Establish a message architecture through cardsorting
28
Tools, materials, and roles
29
Step one: categorize
31
Step two: filter
33
Step three: prioritize and close
34
Quick and dirty: establish a message architecture
with a Venn diagram
34
Tools, materials, and roles
35
viii CONTENTS
Step one: define the brand offering
35
Step two: define the audience needs
36
Step three: focus and prioritize
37
Delivery
37
Okay, but who s going to pay for this?
37
Pulling it all together with consistency
—
and copy
38
Case in point: a user experience with traditional
content types
40
Taking it further: designing for user-generated content
41
Chapter
3
Embracing reality: Incorporating content strategy into project
management and information architecture
47
Informing scope and governance at Johns Hopkins
Medicine
47
Understand the challenge and need for content strategy
48
Ask tougher questions of your content
51
Conduct an audit that meets your needs
52
Quantitative, then qualitative
53
Determine quality, or the many ways to talk turkey
58
Is it current, relevant, and appropriate?
60
Is it redundant, outdated, or trivial?
61
The Creating Valuable Content Checklist
62
Some information is better than none: Core sample
your content
64
Case in point: Volume versus value
66
From audit to analysis to scope
68
Document and train for governance and post-launch success
68
Hire and organize for governance
70
Roll out editorial style guidelines to make the message
architecture actionable
73
Add an editorial calendar to prepare for consistency
74
Use a rolling audit to monitor and maintain
76
Chapter
4
Executing on content strategy through copywriting,
creation, and curation
79
Know your story to tell it well
79
Align purpose, goals, and process
80
Evolve the story over time
81
From audit to action
82
CONTENTS ix
Curate
content
to
drive
the user experience
85
Translate
the
audit
into requirements and taxonomy
86
Integrating curation
88
Changing the culture
89
Divide and conquer
89
Prescriptive content matrix
90
Editorial style guidelines
90
Planning for the future
91
Chapter
5
Coupling content strategy with search engine optimization
95
Tie one on for search engines
—
and customers
95
Optimize content types and tone
96
SEO
and content strategy collaboration spells success
99
Shape
SEO
through the message architecture,
content audit, and editorial plan
100
Chapter
6
Improving content management with content strategy
105
Ref
rame
the conversation
105
Elevate the value of content management
106
Develop a content model
108
Create a culture of sharing, education,
and maintenance
109
Cultivate a culture of governance
112
Facilitate success
114
Editorial style guidelines
115
So whose problem is it
—
and where do we
go from here?
116
Chapter
7
Grounding social media in content strategy
121
Maintain consistency, channel to channel
121
Start with a message architecture
122
Choose channels that meet your communication
goals
—
and audience
124
Making it your own
—
and sharing with the world
125
Continuing the conversation
129
Plan for sustainability
130
Build conversations with commitment that transcends
the campaign
131
Choose channels appropriate for your goals, resources,
and constraints
132
χ
CONTENTS
Coordinate cross-channel style with editorial guidelines
133
Coordinate channel messaging with an editorial calendar
136
Chapter
8
Growing the business and getting to work
139
Get a seat at the table
139
Use content strategy to win
140
Demonstrate commitment beyond the campaign or launch
140
Demonstrate you have a comprehensive offering that
addresses why people use the web
142
Help them embrace content as an asset
144
Use content strategy as a wedge
147
Start by listening to the issues
147
Conduct a high-level audit to inform scope with greater reality
148
Stop reading and get to work
150
INDEX
151
|
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| dewey-search | 658.8/72 |
| dewey-sort | 3658.8 272 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Informatik Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV040346439 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:22:08Z |
| institution | BVB |
| isbn | 9780123919229 |
| language | English |
| lccn | 2011051520 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025200581 |
| oclc_num | 812207040 |
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| physical | XIV, 163 S. Ill. |
| publishDate | 2012 |
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| publisher | Morgan Kaufmann |
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| spelling | Bloomstein, Margot Verfasser aut Content strategy at work real-world stories to strengthen every interactive project Margot Bloomstein Waltham, MA Morgan Kaufmann 2012 XIV, 163 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Internet marketing Branding (Marketing) Information technology Management Web site development Web sites Design Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Marketing (DE-588)7706419-7 s DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025200581&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bloomstein, Margot Content strategy at work real-world stories to strengthen every interactive project Internet marketing Branding (Marketing) Information technology Management Web site development Web sites Design Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)7706419-7 |
| title | Content strategy at work real-world stories to strengthen every interactive project |
| title_auth | Content strategy at work real-world stories to strengthen every interactive project |
| title_exact_search | Content strategy at work real-world stories to strengthen every interactive project |
| title_full | Content strategy at work real-world stories to strengthen every interactive project Margot Bloomstein |
| title_fullStr | Content strategy at work real-world stories to strengthen every interactive project Margot Bloomstein |
| title_full_unstemmed | Content strategy at work real-world stories to strengthen every interactive project Margot Bloomstein |
| title_short | Content strategy at work |
| title_sort | content strategy at work real world stories to strengthen every interactive project |
| title_sub | real-world stories to strengthen every interactive project |
| topic | Internet marketing Branding (Marketing) Information technology Management Web site development Web sites Design Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Internet marketing Branding (Marketing) Information technology Management Web site development Web sites Design Online-Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025200581&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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