Content Strategy for the Web PDF ´ for the MOBI
If your website content is out of date, off brand, and out of control, you re missing a huge opportunity to engage, convert, and retain customers online Redesigning your home page won t help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 creating and caring for meaningful content is farcomplicated 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 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 Content is king on the web, and it doesn t just magically appear I found this book particularly useful since I m going to be re vamping my work website later this year There s no point in me cleaning up the HTML and design if the content is wrong or not supporting our goals I think Halvorson s techniques will come in handy for getting buy in and helping my team understand how to get what they want and need from our site. 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 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.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. 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 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. 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, activities, and deliverables associated with content strategy p ix Content Strategy takes a simple but never cursory approach to the subject it begins with reminders that great online content is the result of a cohesive strategy including analysis, structure, creation, extensive revisions, formatting, publication, updates, archiving, and a willingness to revisit that entire cycle as needed rather than a one time start to finish process Web content is never really finished, she suggests Sorry p 131 That straightforward confirmation leaves us with a lesson well worth remembering and an invitation to further exploration.