Schon öfters habe ich in Foren die Frage nach Buchempfehlungen für Content Strategie gesehen. So auch in einer LinkedIn Gruppe „Content Strategy“ in 2017. Die Gruppenmitglieder haben ihre Buchempfehlungen in die Kommentare geschrieben und ich habe sie hier zusammengefasst, inkl. Beschreibung und Bewertung (Amazon UK oder US). Die meisten für Content Strategie relevanten Bücher sind noch aus dem englischsprachigen Raum. Aber es gibt ja die „deutsche Content Bibel“ Think Content bzw. kann ich auch das Buch „Die Content-Revolution im Unternehmen“ empfehlen. Und es gibt jedes Jahr neue Masterarbeiten vom Studiengang Content Stratgie an der FH Joanneum in Graz.
Und ein weiteres Experiment habe ich hier eingebaut: Ich verwende zum ersten Mal Amazon Affiliate Links. Das heißt, wenn wer auf das Buch klickt und es auch kauft, bekomme ich ein kleines Dankeschön von Amazon. Mal sehen, wie das funktioniert. Aber abgesehen davon hoffe ich, dass diese Zusammenstellung eine Hilfe ist – eine gute Vorauswahl für diejenigen, die sich näher mit der Facettenvielfalt von Content Strategie beschäftigen möchten.
Content Strategie Bücher
Hier die alphabetische Übersicht der Bücher.
Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content
5/5 (1 customer review)
Paperback – 26 Apr 2010
by James Mathewson (Author), Frank Donatone (Author), Cynthia Fishel (Author)
How much more effective would companies be if all the content they created for the Web reached its specific target audience? In this book, three pioneering IBM content and search experts show how to get closer to this goal than ever before.
Readers will discover how to write highly relevant content containing the keywords and long-tail phrases their targeted users actually use. By doing so, they will learn how to go beyond merely „maximising“ traffic to actually delivering the right content to the right visitors at the right time. They will even learn how to prove the relevancy of their Web content.
More than any other book, Audience, Relevance, and Search is relentlessly focused on the search and content optimisation problems that Web professionals face right now. Drawing on 45+ years of collective experience in Web publishing and search effectiveness, the authors share powerful insights into these and other crucial challenges:
- What’s the best way to optimise keywords and other content for Google’s newest PageRank algorithm?
- How can personally relevant content be developed for the widely diverse Web audiences that visit large sites?
- How can users be steered to content that’s relevant to them and away from content that isn’t?
- Can content be aligned to users‘ roles, or where they stand in the purchasing cycle?
- How can analytical tools and dashboards be used to determine which content is relevant to their audiences, and how relevant it is?
Clout: The Art and Science of Influential Web Content
4.3/5 (6 customer reviews)
Paperback – 3 Dec 2010
by Colleen Jones (Author)
Results. Everyone wants them, whether to sell more products, spread good ideas, or win more funding. In our busy digital world, the way to results is influencing people on the web. But how?
An ad campaign won’t cut it. A Twitter account doesn’t guarantee it. Manipulative tricks will backfire. Instead, you need quality, compelling web content that attracts people and engages them for the long haul.
Clout explains the key principles of influence and how to apply them to web content. Along the way, those principles come to life with lots of practical examples. With this book, you’ll:
- Discover why a technology feature, marketing campaign, SEO effort, or redesign aren’t enough to influence online.
- Understand the business value of compelling web content.
- Learn 8 principles for influence from the art of rhetoric and the science of psychology.
- Find out what context is and why it’s so important to influence.
- Jump start your planning for content over time with patterns and diagrams.
- Learn the basics of evaluation to determine whether your web content is making a difference.
Content Chemistry: The Illustrated Handbook for Content Marketing
4.7/5 (34 customer reviews)
Paperback – 22 Aug 2016
by Andy Crestodina (Author)
The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimisation, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun. This edition has been updated to reflect new technology and marketing trends.
Content Everywhere: Strategy and Structure for Future-Ready Content
4.6/5 (24 customer reviews)
Paperback – December 11, 2012
by Sara Wachter-Boettcher (Author), Eva Lotta Lamm (Illustrator)
Care about content? Better copy isn’t enough. As devices and channels multiply–and as users expect to easily relate, share, and shift information–we need content that can go more places, more easily. This book will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, and reusable.
Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses
4.4/5 (9 customer reviews)
Hardcover – 1 Sep 2015
by Joe Pulizzi (Author)
The NEW Rulebook for Entrepreneurial Success
What’s the surest way to startup failure? Follow old, outdated rules.
In Content Inc., one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience.
Notice a shift?
Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds.
The radical six-step business-building process revealed in this book is smart, simple, practical, and cost-effective. And best of all, it works. It’s a strategy Pulizzi used to build his own successful company, Content Marketing Institute, which has landed on Inc. magazine’s list of fastest growing private companies for three years straight. It’s also a strategy countless other entrepreneurs use to build their own multi-million dollar companies. Build an audience and you’ll be able to sell pretty much anything you want.
Today’s markets are more dynamic and customers are more fickle than ever before. Why would you put all your eggs in one basket before securing a loyal customer base? Content Inc. shows you how to get customers first and develop products later. It’s the best way to build a solid, long-lasting business positioned for today’s content-driven world. This is the simple but profoundly successful entrepreneurial approach of one of today’s most creative business minds.
A pioneer of content marketing, Pulizzi has cracked to code when it comes to the power of content in a world where marketers still hold fast to traditional models that no longer work. In Content Inc., he breaks down the business-startup process into six steps, making it simple for you to visualize, launch, and monetize your own business. These steps are:
The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion
Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists
Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.)
Harvesting Audience: Use social media and SEO to convert one-time visitors into long-term subscribers
Diversification: Grow your business by expanding into multiple delivery channels
Monetization: Now that your expertise is established, you can begin charging money for your products or services
This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you’ll be running your own profitable, scalable business.
Pulizzi walks you step by step through the process, based on his own success (and failures) and real-world multi-million dollar examples from multiple industries and countries.
Whether you’re seeking to start a brand-new business or drive innovation in an existing one, Content Inc. provides everything you need to reverse-engineer the traditional entrepreneurial model for better, more sustainable success.
Content Strategy 101: Transform Technical Content into a Business Asset
4.2/5 (5 customer reviews)
Paperback – 10 Sep 2012
by Sarah S. O’Keefe (Author), Alan S. Pringle (Author), Ann Rockley (Foreword)
Technical content is often the last in line for investment and innovation, but poor content has profound effects inside and outside the organization-it damages your reputation, shrinks sales, and causes legal problems. Content Strategy 101 is an invaluable resource for transforming your technical content into a business asset.
Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project
5/5 (1 customer review)
Paperback – 17 Feb 2012
by Margot Bloomstein (Author)
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.
Content Strategy for Mobile
3.6/5 (5 customer reviews)
Paperback – 2012
by Karen McGrane (Author)
You don’t get to decide which platform or device your customers use to access your content: they do. Mobile isn’t just smartphones, and it doesn’t necessarily mean you are on the move. It’s a proliferation of devices, platforms, and screensizes – from the tiniest „dumb“ phones to the desktop web. How can you be sure that your content will work everywhere, all the time? Karen McGrane will teach you everything you need to get your content onto mobile devices (and more). You’ll first gather data to help you make the case for a mobile strategy, then learn how to publish flexibly to multiple channels. Along the way, you’ll get valuable advice on adapting your workflow to a world of emerging devices, platforms, screen sizes, and resolutions. And all in the less time than it takes you to fly from New York to Chicago. Contents: Your Content, Now Mobile Content Before Platform Adaptive Content Strategy and Planning Writing and Editing Information Architecture People and Process.
Content Strategy for the Web
4.4/5 (12 customer reviews)
Paperback – 10 Feb 2012 / 2nd edition
by Kristina Halvorson, Melissa Rach
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 realise the value of content while planning for its long-term success?
For organisations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to:
- Understand content strategy and its business value
- Discover the processes and people behind a successful content strategy
- Make smarter, achievable decisions about what content to create and how
- Find out how to build a business case for content strategy
With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.
Content Strategy: Connecting the Dots Between Business, Brand, and Benefits
4.7/5 (3 customer reviews)
Paperback – 28 Dec 2012
by Rahel Anne Bailie (Author), Noz Urbina (Author)
If you’ve been asked to get funding for a content strategy initiative and need to build a compelling case, if you’ve been approached by your staff to implement a content strategy and want to know the business benefits, or if you’ve been asked to sponsor a content strategy project and don’t know what one is, this book is for you. Rahel Anne Bailie and Noz Urbina come from distinctly different backgrounds, but share a deep understanding of how to help your organization build a content strategy. This book provides practical advice on how to sell, create, implement, and maintain a content strategy, including case studies that show both successful and not so successful efforts.
Curation: The power of selection in a world of excess
4.8/5 (4 customer reviews)
Hardcover – 2 Jun 2016
by Michael Bhaskar (Author)
Curation, or the art of selecting useful information to form meaningful collections, is the new buzzword that tech companies and media professionals have eagerly latched on to. But curation is a far more powerful and deeply relevant idea than we give it credit for. It answers the question of how we make sense of a culture in which problems are often about having too much, and shows how we keep growing in a world of excess. Acts of selecting, refining and arranging to add value help us overcome information overload. This book highlights the numerous places in which this simple but forceful skill is increasingly felt: in art and on the Web, but also in retail and manufacturing, high finance and government policy.
CURATION is an exciting and wide-ranging work of business-oriented non-fiction incorporating the latest thinking in economics, technology, business strategy, complexity theory, media and psychology with strong narratives and big ideas. Through powerful personal stories about real jobs, lives, companies and industries fighting to thrive in crowded markets, it reveals how a little-used word from the world of museums became a crucial business strategy for the 21st century.
Curation is one of the most gripping and unignorable business ideas for our time, and organisations and individuals who make the most of it will position themselves to grow.
Enterprise Content Strategy: A Project Guide
4.5/5 (24 customer reviews)
Paperback – 2 Jan 2015
by Kevin Nichols (Author), Ann Rockley (Foreword)
Kevin P. Nichols‘ Enterprise Content Strategy: A Project Guide outlines best practices for conducting and executing content strategy projects. His book is a step-by-step guide to building an enterprise content strategy for your organisation.
Enterprise Content Strategy draws on Kevin Nichols‘ experience managing one of the largest and most successful global content strategy teams to provide an insider’s look at how to build an enterprise content strategy.
Full of definitions, questions you need to ask, checklists, and guidelines, this book focuses not on the what or why, but on the how.
Everybody Writes: Your Go-to Guide to Creating Ridiculously Good Content
4.3/5 (13 customer reviews)
Hardcover – 4 Nov 2014
by Ann Handley (Author)
Finally a go–to guide to creating and publishing the kind of content that will make your business thrive.
Everybody Writes is a go–to guide to attracting and retaining customers through stellar online communication, because in our content–driven world, every one of us is, in fact, a writer.
If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.
Yeah, but who cares about writing anymore? In a time–challenged world dominated by short and snappy, by click–bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary?
Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.
Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat–out boring.
That means you′ve got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often–overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That′s true whether you′re writing a listicle or the words on a Slideshare deck or the words you′re reading right here, right now…
And so being able to communicate well in writing isn′t just nice; it′s necessity. And it′s also the oft–overlooked cornerstone of nearly all our content marketing.
In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how–to advice designed to get results.
These lessons and rules apply across all of your online assets like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It′s designed to be the go–to guide for anyone creating or publishing any kind of online content whether you′re a big brand or you′re small and solo.
- How to write better. (Or, for „adult–onset writers“: How to hate writing less.)
- Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.)
- Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too.
- Best practices for creating credible, trustworthy content steeped in some time–honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege.
- „Things Marketers Write“: The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting.
- Content Tools: The sharpest tools you need to get the job done.
Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.
How to Make Sense of Any Mess: Information Architecture for Everybody
3.9/5 (7 customer reviews)
Paperback – 4 Nov 2014
Everything is getting more complex. It is easy to be overwhelmed by the amount of information we encounter each day. Whether at work, at school, or in our personal endeavours, there’s a deepening (and inescapable) need for people to work with and understand information. Information architecture is the way that we arrange the parts of something to make it understandable as a whole. When we make things for others to use, the architecture of information that we choose greatly affects our ability to deliver our intended message to our users. We all face messes made of information and people. I define the word “mess” the same way that most dictionaries do: “A situation where the interactions between people and information are confusing or full of difficulties.” — Who doesn’t bump up against messes made of information and people every day? This book provides a seven step process for making sense of any mess. Each chapter contains a set of lessons as well as workbook exercises architected to help you to work through your own mess.
Letting Go of the Words: Writing Web Content that Works (Interactive Technologies)
4.3/5 (7 customer reviews)
Paperback – 14 Aug 2012
by Janice Redish (Author)
Web site design and development continues to become more sophisticated. An important part of this maturity originates with well-laid-out and well-written content. Ginny Redish is a world-renowned expert on information design and how to produce clear writing in plain language for the web. All of the invaluable information that she shared in the first edition is included with numerous new examples. New information on content strategy for web sites, search engine optimisation (SEO), and social media make this once again the only book you need to own to optimise your writing for the web.
Managing Chaos: Digital Governance by Design
4/5 (2 customer reviews)
Paperback – 19 Feb 2015
by Lisa Welchman (Author)
Few organisations realise a return on their digital investment. They re distracted by political infighting and technology-first solutions. To reach the next level, organisations must realign their assets people, content, and technology by practicing the discipline of digital governance. Managing Chaos inspires new and necessary conversations about digital governance and its transformative power to support creativity, real collaboration, digital quality, and online growth.
Managing Enterprise Content: A Unified Content Strategy (Voices That Matter)
5/5 (2 customer reviews)
Paperback – 16 Feb 2012
by Ann Rockley (Author), Charles Cooper (Author)
Smartphones, eBook readers, and tablet computers like the Apple iPad have forever changed the way people access and interact with content. Your customers expect the content you provide them to be adaptive –responding to the device, their location, their situation, and their personalized needs.
Authors Ann Rockley and Charles Cooper provide insights and guidelines that will help you develop a unified content strategy―a repeatable, systematic plan that can help you reach your customers, anytime, anywhere, on any device.
This up-to-date new edition of Managing Enterprise Content helps you:
- Determine business requirements
- Build your vision
- Design content that adapts to any device
- Develop content models, metadata, and workflow
- Put content governance in place
- Adapt to new and changed roles
- Identify tools requirements
With this book you’ll learn to design adaptable content that frees you from the tyranny of an ever increasing array of devices.
Metadata Basics for Web Content: The Unification of Structured Data and Content
Paperback – 16 Feb 2017
by Michael C Andrews (Author)
Metadata (also known as structured data) plays a growing role in how customers and other online audiences get information. Well-defined metadata ensures that digital content is ease-to-locate, is up-to-date, can be targeted to specific needs, and can be re-used for multiple purposes by both the publishers and consumers of the content. Metadata plays a key role in SEO, content licensing, content marketing, social media visibility, analytics, and mobile app design. Metadata is most powerful when it is designed and developed in an integrated manner, where all these roles support each other. Metadata Basics for Web Content is the first comprehensive survey discussing the various kinds of metadata available to support the creation, management, delivery, and assessment of web content. The book is designed to help publishers of web content understand the many benefits of metadata, and identify what they need to do to realise these benefits. Metadata may sound like a specialised technical topic, but it affects everyone who is involved with publishing content online. Effective metadata requires the collaboration of various members of a web team. The book provides insights about metadata will be useful for web team members with different responsibilities, whether they are authors, content strategists, SEOs, web analytics professionals, user experience designers, front-end developers, or marketing experts. The book provides a foundation for publishers to develop integrated requirements relating to web metadata, so that their content can be successful in supporting a diverse range of business goals. Book features: Extensive diagrams explaining key concepts Glossary of over 75 important terms Over 200 footnotes providing additional details and links to tutorials Simple code examples illustrating concepts discussed. Links to resources such as important industry standards and software tools About the Author Michael C Andrews is an American IT consultant currently based in Hyderabad, India. He started working with online metadata as a technical information specialist at the US Commerce Department in the 1980s, and was among the first wave of people whose full-time job responsibilities focused on using the Internet to access and manage published content. For the past 15 years he has worked as a consultant in the fields of user experience and content strategy. He’s worked as a senior manager for content strategy with one of the world’s largest digital consultancies, and has advised clients such the National Institutes of Health, Verizon and the World Bank. He has lived and worked in the US, UK, New Zealand, Italy, as well as India. Andrews has an MSc in human computer interaction from the University of Sussex in England, and a Masters with a specialisation in international finance from Columbia University in New York. He also has a certificate in XML and RDF Technologies from the Library Juice Academy.
Nicely Said: Writing for the Web with Style and Purpose (Voices That Matter)
5/5 (1 customer review)
by Nicole Fenton (Author)
A down-to-earth guide to writing clear and friendly content
Whether you’re new to web writing, or you’re a professional writer looking to deepen your skills, this book is for you. You’ll learn how to write web copy that addresses your readers‘ needs and supports your business goals.
Learn from real-world examples and interviews with people who put these ideas into action every day: Kristina Halvorson of Brain Traffic, Tiffani Jones Brown of Pinterest, Randy J. Hunt of Etsy, Gabrielle Blair of Design Mom, Mandy Brown of Editorially, Sarah Richards of GOV.UK, and more.
- Write marketing copy, interface flows, blog posts, legal policies, and emails
- Develop behind-the-scenes documents like mission statements, survey questions, and project briefs
- Find your voice and adapt your tone for the situation
- Build trust and fostering relationships with readers
- Make a simple style guide
Outside-In Marketing: Using Big Data to Guide Your Content Marketing (IBM Press)
4/5 (1 customer review)
Paperback – 13 Apr 2016
by James Mathewson (Author), Mike Moran (Author)
Marketing has always been about my brand, my product, my company. That’s “inside-out” marketing. Today, customers hate it—and ignore it. What does work? Customised messages they already care about. Marketing that respects their time and gives them immediate value in exchange for their attention. Marketing that’s “outside-in.”
Now, two renowned digital marketing thought leaders show how to integrate content marketing with Big Data to create high-ROI, outside-in marketing. James Mathewson and Mike Moran share new practices, techniques, guidelines, and metrics for engaging on your customers’ terms, using their words, reflecting their motivations. Whether you’re a content marketer, marketing executive, or analyst, you’ll learn how to:
- Ease your customers’ pain—solve what keeps them up at night—with compelling content experiences
- Build content that’s essential to clients and prospects in each step of their buyer journeys
- Integrate search and social data into all facets of content development to continually improve its effectiveness
- Build evergreen content that is continuously improved to better meet the needs of your clients and prospects
- Apply advanced machine learning, text analytics, and sentiment analysis to craft more discoverable, shareable content
- Shape your messages to intercept your clients’ and prospects’ information discovery in Google
- Transform culture and systems to excel at outside-in marketing
The Content Code: Six essential strategies to ignite your content, your marketing, and your business
5/5 Stars (17 reviews)
Paperback – 5 Mar 2015
by Mark W. Schaefer (Author)
Mark W. Schaefer, college educator, consultant, and best-selling author of five marketing books including Social Media Explained and The Tao of Twitter, has delivered a path-finding book exploring the six factors that will help you break through the overwhelming wall of information density to win at marketing now … beyond content, beyond social media, beyond web traffic and Search Engine Optimisation. The Content Code starts where your current marketing plan ends, and provides the launch code for next-level success. The book dives deeply into the true value of social media marketing and the steps companies need to enable to achieve measurable results. A pioneering book that explores the psychology of sharing, it is also highly practical, offering hundreds of ideas that can be used by organisations of any size and any budget. Book highlights include in-depth explorations on the connection between brand and content transmission, a focus on audiences that will move content, practical steps to build „shareability“ into all your content, and the new role of promotion, distribution and SEO in a very competitive, digital world. Unlock your business value, unleash your audience, and uncover the six digital secrets of The Content Code.
The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right
4.5/5 (19 customer reviews)
Paperback – 18 Jun 2015
by Meghan Casey (Author)
In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face. In this practical and relevant guide, you’ll learn how to:
- Identify problems with your content and persuade your bosses it’s worth the time and resources to do it right
- Make sense of your business environment and understand your audience
- Get stakeholders aligned on business goals and user needs
- Set your content strategy and decide how to measure success
- Create, maintain, and govern on-strategy content
You’ll learn to control your content – and not have it control you.
The Digital Crown: Winning at Content on the Web
4.9/5 (12 customer reviews)
Paperback – 6 Nov 2013
by Ahava Leibtag (Author)
In 1997, Bill Gates famously said „Content is king.“ Since then, the digital marketing world has been scrambling to fulfil this promise, as we finally shift our focus to what consumers really want from our brands: a conversation.The Digital Crown walks you through the essentials of crafting great content: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. Systems create freedom, and within this book you’ll learn the seven critical rules to align your internal and external content processes, including putting your audience first, involving stakeholders early and often, and creating multidisciplinary content teams.
Complete with case studies and experience drawn directly from global content projects, you are invited to observe the inner workings of successful content engagements. You’ll learn how to juggle the demands of IT, design, and content teams, while acquiring all the practical tools you need to devise a roadmap for connecting and engaging with your customers.
This is your next step on the journey to creating and managing winning content to engage your audience and keep them coming back for more.
- Discover easy-to-follow, simple breakdowns of the major ideas behind engaging with your customer
- Learn both the theoretical and practical applications of content and communication on-line
- Maximise on the case studies and real-world examples, enabling you to find the best fit for your own business
The Elements of Content Strategy
4/5 (8 customer reviews)
Paperback – 2010
by Erin Kissane
Content strategy is the web’s hottest new thing. But where did it come from? Why does it matter? And what does the content renaissance mean for you? This brief guide explores content strategy’s roots, and quickly and expertly demonstrates not only how it’s done, but how you can do it well. A compelling read for both experienced content strategists and those making the transition from other fields.
The Language of Content Strategy
3/5 (2 customer reviews)
Paperback – 26 Feb 2014
by Scott Abel (Author, Editor), Rahel Anne Bailie (Author)
The Language of Content Strategy defines fifty-two terms that are central to the discipline of content strategy. A collaborative effort from fifty-two top content strategy practitioners, this collection of terms is presented both as a representation of the current state of an emerging profession and as a starting point for the evolution of that profession. Each term has been defined by a contributor known for his or her depth of knowledge in that area of expertise. And each definition is accompanied by an essay that explains the importance of the term within the world of content strategy. The Language of Content Strategy provides a starting place for conversations among content strategy practitioners and between practitioners and clients.