The Web Content Strategist's Bible: The Complete Guide to a New and Lucrative Career Path for Writers of All Kinds

Front Cover
Richard Sheffield, 2009 - Computers - 210 pages
Managing the creation and maintenance of the huge volume of Web content requires an understanding of not just Web writing, but of detailed, well-planned, realistic content development processes. Those practicing the new discipline of Web Content Strategy are being called upon to help Web development teams navigate this new editorial ecosystem where content not only has to be written, but also broken up into thousands of pieces that have to be reviewed, approved, re-purposed, edited for search engines, translated, localized, and generated using a new and complex set of tools and techniques. The Web Content Strategist's Bible explains how the practice of Web content strategy can be used to effectively manage the size, scope, and cost of content-heavy Web development projects. Presented in an easy, readable style, the book focuses on asking the right questions and gathering relevant information needed for efficient project planning and development.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Content Strategy During the Maintenance Phase
121
Ongoing Website Maintenance
122
Establishing an Editorial Calendar
123
Content Removal Process Description
124
Archival Plan and Policy
126
Content Strategy and Translations
129
Creating a Master Translation Glossary
130
Translation SME Issues
132

An Introduction to Web Content Strategy
35
The Origins of Content Strategy
37
Web Content Strategist vs Information Architect
39
Who Could Be a Web Content Strategist?
40
The Website Development Process
41
Why Web Development Project Plans Fail And How Web Content Strategy Can Help
45
Arbitrary Time Frames
46
Lack of Understanding of the Editorial Process
49
Content Strategy During the Discovery Phase
51
Discovery Phase DocumentsDeliverables
52
Content Inventory Spreadsheet
56
Existing Content Audit
59
Content Datascape
62
Content Workshop Agenda
63
Content Strategy During the Analysis Phase
67
The Content Strategy Document
68
Existing Content Analysis
69
Content Gap Analysis of Current Site
73
Competitive Content Analysis
75
Editorial Process Analysis
77
Making Editorial Process Recommendations
80
Readiness Analysis
81
Content Strategy During the Design Phase
85
The Content Matrix
86
Building a Content Matrix
87
Content Matrix Columns
89
Editorial Style Guide
99
Sample Style Guide Table of Contents
100
Approval Process
106
Translation Process
109
WCMS Development Consulting
111
Content Strategy During the Build Phase
115
The Content Reviewer Guide
116
Content Strategist Tasks During the Build Phase
117
Maintaining the Content Matrix
118
Track and Complete the Project
119
Vendors and Translation Memory
133
Estimating Translation Word Counts
134
Specifying Languages and Countries
135
Internationalization vs Localization
138
Content Control
141
Translation Issues and the Content Strategist
143
Search Engine Optimization and Content Strategy
145
What Pages Should Be Optimized?
146
Keyword Focused SEO Process
147
Step 1 Creating the Initial Keyword List
148
Step 2 Test the Initial Keyword List
150
Step 3 Identify Keywords That Need Improvement
151
Step 4 Match the Keywords That Need Improvement to Individual Web Pages
152
Step 5 Use SEO Techniques to Adjust These Pages
153
Step 6 Retest and See if the Changes Improved in the Search Results
162
What You Need to Know about Web Content Management Systems
163
What Is a Web Content Management System?
164
Separating Content from Presentation
165
Metadata
166
Input Templates
167
Workflow Automation
169
Interwoven TeamSite
170
Vignette
172
Documentum
174
Why Is Understanding WCMS So Important?
175
Getting Your First Job as a Web Content Strategist
177
Finding Web Content Strategist Jobs
181
The Right Attitude
182
The Jobs Are There
184
Supporting Research
185
Morkes and Nielsen 1998
187
Content Strategist Job Duties and Descriptions
189
Abbreviations
197
Access to Online Bonus Material
199
Index
201
Copyright

Common terms and phrases

About the author (2009)

Richard Sheffield is currently Managing Editor for a Fortune 50 company's Web site in Atlanta, GA. He specializes in Web site content management system issues, editorial workflow, and content development processes. Prior to this, Richard was a Senior Content Strategist in IBM's Interactive Design Studio where he worked on Web content strategy engagements with a long list of IBM's top-shelf clients Richard has a B.S. in Industrial Management from Georgia Tech and an M.A. in Professional Writing from Kennesaw State University. The Web Content Strategist's Bible is Richard's eighth book.

Bibliographic information