Content Strategy for the Web

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 With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

Auteur

Contenu

• Before We Begin
• REALITY
• 1 NOW: Hit the ground running.
• 2 PROBLEM: Why does your content (still) suck?
• 3 SOLUTION: Content strategy to the rescue.
• DISCOVERY
• 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.
• STRATEGY
• 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.
• SUCCESS
• 10 PERSUASION: Making the case for content strategy.
• 11 ADVOCACY: Get out there and do something.
• 12 HERO: Save the content, save the world.
• Content strategy reading list
• Acknowledgments
• About the Authors
• About Brain Traffic
• Index