Content strategy at work real-world stories to strengthen every interactive project
Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's in it for you? And if you'r...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Amsterdam :
Morgan Kaufmann
c2012.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628515106719 |
Tabla de Contenidos:
- Front Cover; Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project; Copyright; Contents; Foreword; Thank you; About The Author; Chapter 1: How content strategy can help; Opportunity versus priority; All the tea in China, all the content types on the web; Tough choices require something stronger than just tea; What is content strategy?; Where's this all coming from, anyhow?; Developing a definition; Who should use this book-and what you can expect; We all want the same things but content gets in the way; What's inside; Fail to plan? Plan to fail among monsters
- Chapter 2: Designing cohesive experiences: Introducing content strategy to designDeriving design from content at MOO; Why bring content strategy into the team?; If you don't know what you need to communicate, how will you know if you succeed?; How does message architecture drive the content and design?; Establish a message architecture through cardsorting; Tools, materials, and roles; Step one: categorize; Step two: filter; Step three: prioritize and close; Quick and dirty: establish a message architecture with a Venn diagram; Tools, materials, and roles; Step one: define the brand offering
- Step two: define the audience needsStep three: focus and prioritize; Delivery; Okay, but who's going to pay for this?; Pulling it all together with consistency- and copy; Case in point: a user experience with traditional content types; Taking it further: designing for user-generated content; Chapter 3: Embracing reality: incorporating content strategy into project management and information architecture; Informing scope and governance at Johns Hopkins Medicine; Understand the challenge and need for content strategy; Ask tougher questions of your content; Conduct an audit that meets your needs
- Quantitative, then qualitativeDetermine quality, or the many ways to talk turkey; Is it current, relevant, and appropriate?; Is it redundant, outdated, or trivial?; The Creating Valuable Content Checklist; Some information is better than none: core sample your content; Case in point: volume versus value; From audit to analysis to scope; Document and train for governance and post-launch success; Hire and organize for governance; Roll out editorial style guidelines to make the message architecture actionable; Add an editorial calendar to prepare for consistency
- Use a rolling audit to monitor and maintainChapter 4: Executing on content strategy through copywriting, creation, and curation; Know your story to tell it well; Align purpose, goals, and process; Evolve the story over time; From audit to action; Curate content to drive the user experience; Translate the audit into requirements and taxonomy; Integrating curation; Changing the culture; Divide and conquer; Prescriptive content matrix; Editorial style guidelines; Planning for the future; Chapter 5: Coupling content strategy with search engine optimization
- Tie one on for search engines- and customers
