Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project (Google eBook)

Front Cover
Elsevier, Jan 25, 2012 - Computers - 184 pages
1 Review

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’re not a content strategist, why should you care?

Because even if content strategy isn’t your job, content’s probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where’s the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.

The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences.




    • Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies

    • Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands

    • Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects

      

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    Review: Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project

    User Review  - Juliana - Goodreads

    Good collection of stories about how others do content strategy. Read full review

    Contents

    How content strategy can help
    1
    Designing cohesive experiences Introducing content strategy to design
    19
    Embracing reality incorporating content strategy into project management and information architecture
    47
    Executing on content strategy through copywriting creation and curation
    79
    Coupling content strategy with search engine optimization
    95
    Improving content management with content strategy
    105
    Grounding social media in content strategy
    121
    Growing the business and getting to work
    139
    Index
    151
    Copyright

    Common terms and phrases

    Bibliographic information