In this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges you'll face.

In this practical and relevant guide, you'll learn how to:

• Identify problems with your content and persuade your bosses it's worth the time and resources to do it right
• Assemble a stellar team for your content project
• Prepare your organization for content transformation
• Make sense of your business environment and understand your audience
• Align stakeholders on business goals and user needs
• Set a compass for your content and decide how to measure success
• Create, maintain, and govern on-strategy content
  You'll learn how to treat content like the strategic asset that it is.

"Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."Gerry McGovern, CEO, Customer Carewords

"This second edition goes deep into three integral topics for content leadersassembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed.Natalie Marie Dunbar, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice

Autorentext

Meghan Casey owns Do Better Content Consulting. She helps a wide variety of clientsfrom startups, nonprofits, colleges and universities, Fortune 50 companies, and everything in betweensolve the messy content problems most organizations encounter every day.

Meghan has also helped several agencies and clients build their capacity to do content strategy. Perhaps her proudest moments are when content strategy practitioners tell Meghan that the first edition of this book helped them launch their content strategy career, tackle a difficult content project, or get a promotion.

A regular trainer and speaker on content strategy topics, she once inspired participants to spontaneously do the wave in a workshop setting. Yep, that really happened. Meghan has been working with content and communications since 1996, after receiving her Bachelor of Arts degree in writing from Concordia College. She also holds a Master of Arts in nonprofit management from Hamline University.

Inhalt

PART I: GET BUDGET AND BUY-IN

1 IDENTIFY PROBLEMS AND OPPORTUNITIES

2 CONVINCE LEADERS AND GET THE RESOURCES

PART II: SET UP FOR SUCCESS

3 GET STAKEHOLDERS ON BOARD

4 ASSEMBLE YOUR CROSSDISCIPLINE TEAM

5 PREPARE FOR CHANGE

PART III: DIG IN AND GET THE DIRT

6 UNDERSTAND YOUR BUSINESS ENVIRONMENT

7 LEARN ABOUT YOUR AUDIENCE AND USERS

8 GET FAMILIAR WITH YOUR CONTENT

9 EVALUATE YOUR PROCESSES

PART IV: ARTICULATE YOUR STRATEGY

10 ALIGN ON A STRATEGIC FOUNDATION

11 SET YOUR CONTENT COMPASS

PART V: DESIGN YOUR CONTENT

12 PRIORITIZE BASED ON YOUR STRATEGY

13 ORGANIZE FOR INTUITIVE WAYFINDING

14 DEFINE THE CONTENT EXPERIENCE

15 SPECIFY CONTENT STRUCTURE AND REQUIREMENTS

PART VI: IMPLEMENT AND EVOLVE

16 DEFINE HOW YOU'LL GOVERN YOUR CONTENT

17 BUILD OUT YOUR CONTENT PLAYBOOK