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Content Strategy for the Web
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Produktbeschreibungen
Kurzbeschreibung
If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online. Redesigning your home page won't help. Investing in a new content management system won't fix it, either. So, where do you start? Without meaningful content, your website isn't worth much to your key audiences. But creating (and caring for) "meaningful" content is far more complicated than we're often willing to acknowledge. Content Strategy for the Web explains how to create and deliver useful, usable content for your online audiences, when and where they need it most. It also shares content best practices so you can get your next website redesign right, on time and on budget. For the first time, you'll: * See content strategy (and its business value) explained in plain language * Find out why so many web projects implode in the content development phase ...and how to avoid the associated, unnecessary costs and delays * Learn how to audit and analyze your content * Make smarter, achievable decisions about which content to create and how* Find out how to maintain consistent, accurate, compelling content over time* Get solid, practical advice on staffing for content-related roles and responsibilities
Über den Autor
Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specializing in content strategy and writing for the web. Widely recognized as one of the country's leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike. In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
Format:Taschenbuch
I attended a presentation given by Kristina Halvorson (the author) at a conference, and she writes like she talks: in an informational manner that's easy to follow. Her book takes you step-by-step through the process of analyzing your existing content, determining your content needs, and creating the necessary content. Her book includes very realistic scenarios, and gives practical tips on dealing with the problems that you might encounter from a technical and human perspective. I highly recommend this book for anyone trying to tame the content "monster".
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
44 Rezensionen
76 von 82 Kunden fanden die folgende Rezension hilfreich
A solid book for content strategy NOT content creation
25. Februar 2010
Format:Taschenbuch|Von Amazon bestätigter Kauf
First, while it may sound obvious, let me state that this book is primarily about content strategy; it is not a user's guide to developing quality Web content. I believe a few other reviews have misrepresented this book, so please consider this before purchasing.
With that said, the book gives a very effective in-depth look at content strategy (or the lack thereof) for large corporations. However, there is quite a bit of repetition throughout the book, particularly in the beginning of each chapter. Halvorson also gives off a bit of a condescending tone in some of her writing, which can be a distraction.
The book is really aimed toward an audience that is already aware of how to develop good Web content but needs assistance building a strategic plan to implement it. By far, the best chapter is Audit (4) which goes into great detail on how to audit your site's current content.
The book is worth reading -- especially if you are in a large corporate setting -- but will not be completely useful if you are not adequately educated on how to create quality content. Before purchasing this, I recommend reading Janice (Ginny) Redish's "Letting Go of the Words."
With that said, the book gives a very effective in-depth look at content strategy (or the lack thereof) for large corporations. However, there is quite a bit of repetition throughout the book, particularly in the beginning of each chapter. Halvorson also gives off a bit of a condescending tone in some of her writing, which can be a distraction.
The book is really aimed toward an audience that is already aware of how to develop good Web content but needs assistance building a strategic plan to implement it. By far, the best chapter is Audit (4) which goes into great detail on how to audit your site's current content.
The book is worth reading -- especially if you are in a large corporate setting -- but will not be completely useful if you are not adequately educated on how to create quality content. Before purchasing this, I recommend reading Janice (Ginny) Redish's "Letting Go of the Words."
21 von 23 Kunden fanden die folgende Rezension hilfreich
A remarkably compact and effective overview
17. Oktober 2009
Format:Taschenbuch
As a content strategist with 15 years of experience, for multinationals and smaller, national clients, I can say that every word in this compact, straightfoward guide rings true with my professional practice. Ms. Halvorson's ability to break the horribly messy world of global web content into its component parts, to present it in a concise, and yet personal and pleasant way, is nothing short of remarkable. If you are an editor, strategist, or another kind of content specialist, you can quickly gain an understanding of which processes, tools and knowledge are needed in every phase of planning, creating and governing content. If you are an executive or other person in charge of a web presence, this book will enable you to start gaining control of your content and making sure it's the best it can be. It will also give you the basis to make a case for content within your organization. Most organizations today are dominated by IT and visual design, with little or no expertise in the area of large-scale content development for interactive products like websites. I use this book to teach at the University of Rotterdam, to sharpen my own process, and to explain to clients what this business of international web content is all about. Where I go, it goes! Thanks, Ms. Halvorson!!!
16 von 17 Kunden fanden die folgende Rezension hilfreich
Content Strategy? Look no further.
11. November 2010
Format:Kindle Edition|Von Amazon bestätigter Kauf
This book is concise and has meat. I read the entire book in one sitting. A total eye opener.
I always knew Content was God, but this book puts a lot of structure and process around content, its creation and management. The author keeps the focus on strategy and doesn't deviate.
If I had to abbreviate the learnings in this book, it would be:
Content strategy process
1. Audit :
Content Inventory: Title, URL, content
What content do you have? (Text, PDF, Video, Audio, Forms)
How is the content organized? (break it into sections, what does each section have)
Who creates the content?
Where does the content live?
Qualitative audit : Is content accurate, useful, well written, user friendly, used by audience
2. Creation:
What content to be created,
Why
Where will it come from
How will it be structured
Who will write it
3. Delivery:
Who will review, edit, approve, load
How will you deliver content (vehicles: website, blog, social media).
Which tools will users use to get to the content?
4. Governance:
Plans to add, update, archive
The Editorial Strategy is also part of the mix. This involve values, voice, tone, legal and regulatory concerns.
I always knew Content was God, but this book puts a lot of structure and process around content, its creation and management. The author keeps the focus on strategy and doesn't deviate.
If I had to abbreviate the learnings in this book, it would be:
Content strategy process
1. Audit :
Content Inventory: Title, URL, content
What content do you have? (Text, PDF, Video, Audio, Forms)
How is the content organized? (break it into sections, what does each section have)
Who creates the content?
Where does the content live?
Qualitative audit : Is content accurate, useful, well written, user friendly, used by audience
2. Creation:
What content to be created,
Why
Where will it come from
How will it be structured
Who will write it
3. Delivery:
Who will review, edit, approve, load
How will you deliver content (vehicles: website, blog, social media).
Which tools will users use to get to the content?
4. Governance:
Plans to add, update, archive
The Editorial Strategy is also part of the mix. This involve values, voice, tone, legal and regulatory concerns.
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