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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 organisations understand and implement content strategy as part of their larger business strategies. Much more than a simple introduction, this 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:
Inhaltsverzeichnis
Foreword: The Rapid Rise of Content Strategy at Facebook and Beyond
Before We Begin
REALITY
1 NOW: Hit the ground running.
2 PROBLEM: Why does your content (still) suck?
3 SOLUTION: Content strategy to the rescue.
DISCOVERY
4 ALIGNMENT: Down with silos, up with people.
5 AUDIT: Take a close-up look at your current content.
6 ANALYSIS Your content lives in a complicated world.
STRATEGY
7 CORE: Core strategy: the center of it all.
8 CONTENT: Substance and structure: the stuff they come for.
9 PEOPLE Worldflow and governance: the path to victory.
SUCCESS
10 PERSUASION: Making the case for content strategy.
11 ADVOCACY: Get out there and do something.
12 HERO: Save the content, save the world.
Content strategy reading list
Acknowledgments
About the Authors
About Brain Traffic
Index
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