- Format
- Häftad (Paperback)
- Språk
- Engelska
- Antal sidor
- 184
- Utgivningsdatum
- 2012-02-28
- Förlag
- MORGAN KAUFMANN
- Medarbetare
- Halvorson, Kristina
- Illustratör/Fotograf
- illustrations
- Illustrationer
- illustrations
- Dimensioner
- 228 x 152 x 12 mm
- Vikt
- Antal komponenter
- 1
- Komponenter
- ,
- ISBN
- 9780123919229
- 254 g
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Reality+
David J Chalmers
InbundenContent Strategy at Work: Real-world Stories to Strengthen Every Interactive Project
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Content Strategy at Work
Margot Bloomstein
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 wh...
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Trustworthy
Margot Bloomstein
In today's economy, marketers need a new strategy to earn trust, act with transparency, and help consumers and citizens make confident decisions. But undermining confidence is cynicism: it erodes trust in the media, government, public institutions...
Recensioner i media
"Bloomstein is at her most thought provoking when she shines the light on complex projects that present a host of strategic, editorial, design, organizational and technical challenges. For example, the case of the television network that wanted to comingle its programming content with encyclopedic information, a goal that required the active use of nearly every wrench and screwdriver in the CS toolkit. It demonstrates the highly strategic and supremely tactical nature of content strategy in a single project, including a healthy portion of organizational challenge, a common byproduct of smart content choices. In Content Strategy at Work, Bloomstein frames the cases with meaningful context, crisp approaches to problem solving (I will definitely be cribbing from her message architecture client exercise, which she generously shares) and genuine curiosity."--ScatterGather.Razorfish.com
Övrig information
Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. Independently and in partnership with leading agencies, she creates brand-appropriate user experiences to help organizations engage their target audiences and project key messages with consistency and clarity. Over the past ten years, she's partnered with clients like BT, Philips, Tretorn, Lindt, Harvard, Timberland, and the Rhode Island Public Transit Authority to address messaging in both traditional and social media. Margot speaks regularly on the evolution of content strategy within interactive agencies. Recent engagements include Gilbane, Web 2.0, SXSW, Web Content 2011, and more intimate regional events across the country. She holds a BFA in Communication Design from Carnegie Mellon University. As an avid user of Twitter Margot has 3,800 followers @mbloomstein and plans to heavily promote her book.
Innehållsförteckning
Chapter 1: How content strategy can help
Chapter 2: Designing cohesive experiences: introducing content strategy to design
Chapter 3: Embracing reality: incorporating content strategy into project management and information architecture
Chapter 4: Executing on content strategy through copywriting, curation, and aggregation
Chapter 5: Coupling content strategy with search engine optimization
Chapter 6: Improving content management with content strategy
Chapter 7: Grounding social media in content strategy
Chapter 8: Growing the business and getting to work