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Content Strategy for the Webby Kristina Halvorson
Synopses & Reviews
If you’re like most organizations, your content problems seem insurmountable. Unanswered questions keep you up at night: How much content do you have? Where does it live? What does it say? Who owns it? Is it helping your business and satisfying your users?
Maybe you've tried a site redesign, a new CMS, and host of other extensive (and expensive!) "improvements." But, the hard truth is that without consistent, compelling content, even the most ambitious web, social, and mobile initiatives will fail. Dealing with content is hard! It’s complicated, time-consuming, and often overwhelming. So where do you start?
Kristina Halvorson and Melissa Rach are here to help. At the helm of Brain Traffic, the world’s leading content strategy consultancy, they’re coaching businesses on how to solve even the most complex content problems. In this friendly, approachable guide, the authors:
When it was first published in 2009, Content Strategy for the Web was an instant classic. It was the catalyst for the global content strategy conversation, helping organizations understand and implement content strategy as part of their larger business strategies. Much more than a simple introduction, this second edition builds upon those foundational ideas and gives you what you need to transform your content into a valuable business asset.
FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS
BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success?
For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to:
About the Author
Kristina Halvorson is the founder and president of Brain Traffic, a content strategy, information architecture, and web writing agency. Since 1997, Kristina has led content strategy and web writing projects for over 100 web sites and several Fortune 500 companies. She is a passionate advocate for content strategy, the hidden discipline that lives between information architecture, web writing, and the build process. She speaks regularly at conferences and universities worldwide.
Melissa Rach is vice president of content strategy at Brain Traffic, an agency focused exclusively on helping clients solve messy content problems.
Table of Contents
1 SOLUTION Fix your content, starting now.
2 PROBLEM Why does your content (still) suck?
3 DISCIPLINE Content strategy will save your life.
4 RESEARCH Dig into your content and its ecosystems.
5 ANALYSIS The right information means smarter decisions.
6 ALIGNMENT Down with silos, up with people.
7 DEFINITION Behold, the master plan.
8 DETAILS Make a roadmap, enjoy the ride.
9 REALITY You can't always get what you want.
10 IMPLEMENTATION It's go time!
11 GOVERNANCE Keep the dream alive.
12 SUCCESS Better content starts with you.
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