Outlines the principles of content strategy, including case studies of Johns Hopkins Medicine, MINI, and Icebreaker.

Autorentext
Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. For more than a decade, she's partnered with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media. A participant in the inaugural Content Strategy Consortium, Margot speaks regularly-and energetically-about the evolving challenges for content strategy. Recent engagements include Content Strategy Forum London, Confab, edUi, SXSW, Web 2.0 Expo, Web Content, and more intimate regional events across the country. She also helps organize Content Strategy New England.Margot is the author of Content Strategy at Work (Morgan Kaufmann, March 2012), a collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, and anyone who wants to create better user experiences, whether in in-house marketing departments or agency consulting engagements.Margot lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.

Klappentext
Presents a solid content strategy framework and ways to implement in business and with clients.

Zusammenfassung
Including case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more, this book is suitable for designers, information architects, copywriters, project managers, and those who work with visual or verbal content. It presents a content strategy framework and ways to implement in in-house marketing departments and consultancies.

Inhalt

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