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.