Content Strategy for the Web

eBook Content Strategy for the Web What is content Content is what user came to read learn see or experience Content is more or less worthless unless it does one or both of the following Support

eBook Content Strategy for the Web What is content?Content is what user came to read, learn, see, or experience.Content is more or less worthless unless it does one or both of the following:1. Supports a key business objective2. Fulfills your users’ needsWhat is content strategy?Content strategy guides your plans for the creation, delivery, and governance of content. Content strategy is not about how writing, it is managing process of creating, distribution and promotion of content.Critical components of content strategy:Substance: what kind of content we do need? What messages doe’s content need to communicate to our audience?Structure: How is content prioritize, organized, formatted, and displayed?Work flow: What processes, tools, and human resources are required for content initiatives to launch successfully and maintain ongoing quality? Governance: How are key decisions about content and content strategy made? How are changes initiated and communicated?What is persona?Personas are fictional representations of your ideal customers, based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.• What are the biggest problems they are trying to solve?• What does he or she need most?• What information are they typically searching for?• What trends are influencing their business or personal success?You should ask:• What do they do online? Do they read blogs? Are they active on Twitter, Facebook, or other social networks? What kind of search terms do they use? Are they email newsletter subscribers?• What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts?• Which of your products do they spend the most time researching? How do they use those products?What is advantages of book?Book all issues that may be encountered during activity is a content strategist covers. What is weakness of book?There is little real examples about tasks in the book.There is one common problem in articles and books that I read about content strategy, they do not provide real examples. For sample in B2B companies, creating content is very hard or creating content for not interesting products such as shovel, brick, Fertilizer, etc. needs idea! Who should read this book?Everyone! If you think in true manner, we all create content for other person such as our boss, our customer, our colleague, etc. so we all need be familiar with content strategy. Book is very useful for website admin, business owner, freelancers.Planning a content strategy• Defining goals• Identifying audience and habits• Defining voice and angle• Creating an editorial calendarAn editorial calendar is like a road map for content creation.. Content Strategy for the Web am Books 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 creatiIf 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 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 languageFind out why so many web projects implode in the content development phase and how to avoid the associated, unnecessary costs and delaysLearn how to audit and analyze your contentMake smarter, achievable decisions about which content to create and howFind out how to maintain consistent, accurate, compelling content over timeGet solid, practical advice on staffing for content related roles and responsibilities. Kristina Halvorson Is a well-known author, some of his books are a fascination for readers like in the Content Strategy for the Web book, this is one of the most wanted Kristina Halvorson author readers around the world. . A viral Book Content Strategy for the Web The most important thing I realised, when I read this book is: You are on the web => You are publisher.Well the author said that if you or your organization has a web site, then you are a publisher but I guess my claim could also hold in this web 2.0 times (or are we already 3.0?). One other thing to keep in mind is that this is not a book about web writing. It's about content strategy - for the web.Content strategy consists of:+ creation, + delivery, + governance.This book more specifically deals with:+ how to plan the content strategy;+ how to create a content but don't expect to learn how to write for your web site;+ governing the content.The whole book is written with the presumption that you/your organization is already on the web or has a web site. Which seems like a must today for everybody. So if we follow the most important thing to remember from this book, about being a publisher, this means that everybody today already is a publisher. I guess that's not far away from the facts. And if you are a publisher and want to be successful publisher, you need a content strategy. This book definitely helped me to rethink my own blog and about my company's web content. If I already talk about a web site, to me it was interesting to realize, that a mid-sized web site was one that has 200 to 1.200 pages. And inside such a web site for example it is pretty straightforward clear that you should develop your linking strategy. Or will you use automated linking service like Zemanta, for example?When delivering content, we have options to choose between:+ original content,+ aggregated content,+ co-created content,+ licensed content,+ user-generated content.And I was impressed to realise how many people profiles could actually be engaged in content creation. The list of profiles is:+ content requesters,+ content providers,+ content creators,+ content reviewers,+ content approvers,+ content publisher.And if it that is not enough, once your web site is live you could need profiles like:+ web editor-in-chief,+ web editor,+ web writer,+ search engine optimization strategist,+ reviewers and approvers.From the numerous profiles above it is clear that copy is not content. In content creation there are numerous profiles involved. And author goes further in claiming that user experience (UX) design is not the answer to a successful web site but the collaboration across disciplines. That, in my opinion is the reason why this is not such an easy task, actually.For some professional, be that marketing, communications or other it might be interesting to realise where content strategy stand when compared to brand strategy. Well content strategy is not about the talk. It's about how you walk the talk. And messages from your brand strategy are not your content.There is one other news to have in mind when you have a web site. Your content is never really finished. Sorry, says author of this book, Kristina Halvorson. And one other piece of advice. Take your social media efforts like a commitment not like a campaign. So, stop thinking "launch". Start thinking "lifecycle". I couldn't agree more.And for almost a gig like me it was interesting to see two diagrams. One is: How to measure content effectiveness? Diagram was developed at the Content Delivery & Analysis Ltd:For the end of this review only one remark from the author. If your are some kind of web professional, you probably saw a diagram the Elements of user experience. Well I didn't. And the author recommends to not think of content as a feature as maybe it could be said from this diagram, originally developed by Jesse James Garrett.

  1. Kristina Halvorson Is a well-known author, some of his books are a fascination for readers like in the Content Strategy for the Web book, this is one of the most wanted Kristina Halvorson author readers around the world.

927 Reply to “Content Strategy for the Web”

  1. The most important thing I realised, when I read this book is You are on the web You are publisher.Well the author said that if you or your organization has a web site, then you are a publisher but I guess my claim could also hold in this web 2.0 times or are we already 3.0 One other thing to keep in mind is that this is not a book about web writing It s about content strategy for the web.Content strategy consists of creation, delivery, governance.This book specifically deals with how to plan t [...]


  2. What is content Content is what user came to read, learn, see, or experience.Content is or less worthless unless it does one or both of the following 1 Supports a key business objective2 Fulfills your users needsWhat is content strategy Content strategy guides your plans for the creation, delivery, and governance of content Content strategy is not about how writing, it is managing process of creating, distribution and promotion of content.Critical components of content strategy Substance what k [...]


  3. Kristina Halvorson, in Content Strategy for the Web, offers a concise and well produced introduction to a subject of interest to those of us involved in workplace learning and performance training and anyone else interested in knowing how to reach online audiences effectively through well designed and engaging content The book itself is an example of what it promotes rich content provided in a graphically interesting format that leaves readers with a high level overview of the benefits, roles, a [...]



  4. Very good introduction to content strategy, but if you ve worked in magazines, content strategy simply feels like a way to sell online publishing I m being simplistic, but the whole mystique around content strategy feels a bit emperors new clothes to me That s not to say that Halvorson s book isn t well written and all encompassing, I just think Content Strategy as a whole should be renamed how to create and run a website for Dummies.



  5. This really reinforced some thoughts I d been having and reading about on the importance of governance in content and content strategy Also had good tips for conducting various type of audits exciting, right Well, helpful nonetheless Will be a resource that I refer others to.


  6. I truly have no understanding of the different roles people play and the different workflows that exist within large firms that handle the creation of web sites web presences Information architecture, user experience design, graphic design, programmers, etc They re all a mystery to me That was my biggest problem while reading through this book I think the 2 person team I work in makes it hard to think of the different roles that could be played if we had manpower Nonetheless, this book was help [...]


  7. Content Strategy for the Web was a great overview of learning the process of content strategy at a large organization Having worked at a large NYC based digital strategy agency most of the concepts in this book were familiar Even the look of the site and content maps were familiar from what I ve seen presented and used in client meetings So the accuracy of this book for portraying the decisions and the workflow of how a large organization needs to handle content creation is outlined nicely Thus, [...]


  8. Content Strategy for the Web sets the stage for Content Strategy to be implemented for any company by helping individuals to understand what it is, why it is important, how it can be created, who is involved, how it is managed, etc.The writing is professional, engaging, and uses the right amount of humour to keep things lively It reads like a story and has been structured helping users to quickly jump from one topic and section to the next.The only reason I would give this book a 4 instead of a [...]


  9. Got a website full of old, useless or just flat out wrong content You need a content strategy to help you clean it up, and create a plan so that it doesn t happen again And this book will show you how to figure one out.Covering research, design, creation and evaluation of content, Halvorson assumes you re working with a large website But the principles are the same, no matter how large or small the project You need to know your audience and your goals, and come up with a plan for acheiving them [...]


  10. Excellent content strategy overview This book has a bit of everything from start to finish in working on developing and rolling out a content strategy project I especially loved the questions it asks you to consider for your situation when working on each part of the strategy Great, conversational tone and easy to understand writing doesn t further complicate what can be a complex subject My only minor quibble is that it is heavily web focused obviously, it s in the title But anyone with critica [...]


  11. A book dedicated for mostly puting out fires it answers all questions a content strategist can have when they are hired to fix a strategy of a company that reaches millions in revenue but in their website still sometimes have bits of Lorem ipsum Not so much relatable for companies that are starting out and want to do right by their content, or to companies that have less than 5000 pieces of content but still want it arranged neatly.Really useful and easy to read, shining with light humor now and [...]


  12. Un himno a la burocracia, solamente sostenible en proyectos web megal manos Si est s buscando leer sobre una innumerable cantidad de puestos de trabajo de alta especificidad, procesos complejos bien documentados y listados de tareas engorrosas, esta es tu opci n Para proyectos chicos probablemente no tenga ninguna utilidad ni aplicaci n pr ctica Sirve como gu a te rica para recorrer un ideal de trabajo muy dificil de llevar a cabo en el 99% de los proyectos web.


  13. Great overview of content strategy for beginners it starts with the basics and moves to pro stuff for very large organizations It s theoretical than practical though, or that was impression while reading it Unless you re someone important and or dedicated content strategist, you won t have opportunity to roll out the big guns described in this book Thankfully, scaled down approach would be very useful for smaller websites.


  14. Engaging from the get go Kristina doesn t mess around she directly engages with her reader, and wants you to know she understands the problem space and that she s got some immediate things for you to do No f ing around.And I see exactly how her lessons will immediately benefit me I ll be able to deliver a content strategy to my boss in the next week or two, as soon as I get past Chapter One.


  15. If you ask Kristina Halvorson, she ll tell you that the book is dated and not to read it She feels that content strategy has moved on But in talking to her, it was not clear to what For my part, I felt the book or at least the first 90% of it was a good introduction to structuring the creation of a content strategy for websites.


  16. A quick read but deserves time to process Very concise compact chapters that deliver I m going to keep this around for reference A required book for those interested in creating websites and writing for the web.


  17. I would say this book works nicely for designers or developers that need to work with copy writers to develop content If you re a copy writer or deal with content for a living, this is probably a nice short read that may give you an idea or two on tightening up your game.


  18. This book is thorough, and continues to tackle ideas where other books would end Halvorson not only tackles what content strategy is, but goes on to define how to create and the implement content to be displayed online At times, she includes significant detail that can feel overwhelming see the chapter on auditing methods for existing web content , however, these are the details that significantly matter to the book, and to the reader s understanding of implementing web content Overall, this is [...]


  19. I would give 3.5 stars The book goes along with its main idea it gives what you need.If you studied and or read marketing, about communication strategy, it will be an easy read, it becomes quite redundant repetitive, in general content strategy is communication strategy, just outlined in different format.However this book provides a good work template when doing content audit, and strategizing the content development I got some good ideas.Main point content has to have its purpose, and follow th [...]



  20. I good book for those intersted in content strategy and wondering what it s all about it s a bit outdated now I ve heard she s working on a new edition I m looking forward to that.



  21. This book helps cut a lot of the BS Don t get trapped by the hype Don t move without first thinking about what it is your are publishing Play the long game and keep up with trends.



  22. This content strategy primer has both theory and application It explains the problem, how to perform discovery, how to form strategy, and how to implement the strategy It s well organized and well written, with just enough humor for this type of book.The book makes the business case for content strategy with reasons such as the following Good UX requires good content Good content will increase audience trust and engagement, which in turn will help your bottom line People don t come to your websi [...]


  23. I read this book in 2010 Now I am reading the 2nd edition for my UX Book Club Times have changed I have changed I look forward to re discovering and re exploring ideas from this book I m going to read it on Readmill.This is an important book a must read if you are in any way into content strategy I call this an umbrella book It s the overarching one to read, especially at a high level It has some of the arguments to bring to the C level It also has the planning info for getting started with your [...]


  24. I m so thankful for this book Content has always been an issue for me I ve been asked to create websites several times for others, but I usually don t get any specific instruction on what content there should be People don t seem that interested, and it frustrates me I also long for feedback, not just that it looks good or that it s fine , when I m fully aware that it may not be fine I keep thinking, has anyone even read the information on the site They have nothing to say about it So the most [...]


  25. Considering this book s broad title, it might be surprising to find that it comes in just under the 200 page mark Luckily, nearly every page is filled with indispensable advice on conceptualizing, formalizing, and implementing a robust content strategy Halvorson and Rach do a great job of combining an aspirational attitude sometimes we content specialists need a little affirmation with a realistic overview of the obstacles many organizations face in this area Luckily, the authors also provide fl [...]


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