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Content Strategy at Work
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Kurzbeschreibung
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. It presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies. It includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands. It details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects.
Über den Autor
Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. For more than a decade, she's partnered with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media. A participant in the inaugural Content Strategy Consortium, Margot speaks regularly-and energetically-about the evolving challenges for content strategy. Recent engagements include Content Strategy Forum London, Confab, edUi, SXSW, Web 2.0 Expo, Web Content, and more intimate regional events across the country. She also helps organize Content Strategy New England. Margot is the author of Content Strategy at Work (Morgan Kaufmann, March 2012), a collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, and anyone who wants to create better user experiences, whether in in-house marketing departments or agency consulting engagements. Margot lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
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A Necessary And Compelling Read
9. April 2012
Format:Taschenbuch
At a time when information architecture, content strategy and storytelling are more important than ever, Margot Bloomstein shows the reader how to create a unique, clear and distinctive online voice and visual language. Content Strategy at Work is more than a must read, it is a also a necessary and compelling one.
It works! (Content strategy, and this book.)
23. Mai 2012
Format:Taschenbuch|Von Amazon bestätigter Kauf
I've seen Margot Bloomstein speak several times at SXSW and watched/read a lot of her presentations online, so I was super excited to find out she was writing a book.
I ordered Content Strategy at Work as soon as it was available, but I didn't get a chance to read it until a few weeks later. That's because I was in the process of switching jobs, joining a tech company as a Sr. Content Strategist.
Fortunately, when I did get settled in, I had a copy of CS at Work with me. I used Margot's ideas and suggestions extensively on the first few projects I took on. The Message Strategy exercises were especially helpful, though I didn't get a chance to do actual card sorting with any of the powers that be. (However, the list of possible terms to include on those cards is worth the price of the book.)
Now it sits on my desk with a handful of the traditional CS, UX and IA resource books. Whether it's your first book on the topic or you're adding to your existing library, it's definitely worth picking up!
I ordered Content Strategy at Work as soon as it was available, but I didn't get a chance to read it until a few weeks later. That's because I was in the process of switching jobs, joining a tech company as a Sr. Content Strategist.
Fortunately, when I did get settled in, I had a copy of CS at Work with me. I used Margot's ideas and suggestions extensively on the first few projects I took on. The Message Strategy exercises were especially helpful, though I didn't get a chance to do actual card sorting with any of the powers that be. (However, the list of possible terms to include on those cards is worth the price of the book.)
Now it sits on my desk with a handful of the traditional CS, UX and IA resource books. Whether it's your first book on the topic or you're adding to your existing library, it's definitely worth picking up!
A must-read for CS newbies and pros alike
8. Mai 2012
Format:Taschenbuch|Von Amazon bestätigter Kauf
I predict that Margot's book will be an invaluable resource to many for years to come because she really makes the concept and practice of content strategy so tangible. Margot does an excellent job of weaving together the philosophy of content strategy with real-world examples. Rather than being purely instructional, Margot paints a picture of content strategy work that's needed through company stories that also incorporate samples of deliverables (card-sorting exercises, sample audits, editorial calendars, etc).
Additionally, she demonstrates how others from various backgrounds are involved with content strategists--from information architects to software developers to account managers. Every person who touches content, whether it's selling it, creating it, developing for it, or maintaining it, should read this book. You'll be smarter because of it!
Additionally, she demonstrates how others from various backgrounds are involved with content strategists--from information architects to software developers to account managers. Every person who touches content, whether it's selling it, creating it, developing for it, or maintaining it, should read this book. You'll be smarter because of it!
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