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David J ChalmersInbunden
Content Strategy at Work: Real-world Stories to Strengthen Every Interactive ProjectContent 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 what's in it for you? And if you're not a content strategist, why should you care?
Because even if content strategy isn't your job, content's probably your problem-and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content. so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.
The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences.
- Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies
- Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands
- Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects
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Fler böcker av 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...
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...
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"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
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.
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