Published by New Riders (February 28, 2012) © 2012
Kristina Halvorson | Melissa RachFROM 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
- 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