Opis: Content Strategy for the Web - 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 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: * 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. "This is the go-to handbook for creating an effective content strategy. The Post-it(R) notes and dog-eared pages in my copy are evidence of that!" - Aaro n Watkins, Director of Digital Strategy, Johns Hopkins Medicine "By far the most comprehensive and accessible book on content strategy available. Required reading for our entire team" - Lucie Hyde, Director of Content, eBay EuropeForeword: 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

Szczegóły: Content Strategy for the Web - Kristina Halvorson, Melissa Rach

Tytuł: Content Strategy for the Web
Autor: Kristina Halvorson, Melissa Rach
Producent: New Riders Publishing
ISBN: 9780321808301
Rok produkcji: 2012
Ilość stron: 216
Oprawa: Miękka
Waga: 0.48 kg

Recenzje: Content Strategy for the Web - Kristina Halvorson, Melissa Rach