Content Strategy

Guiseppe Getto is Associate Professor of Technical Communication at Mercer University and President and Founder of Content Garden, Inc., a content strategy and UX consulting firm.Jack T. Labriola is Experience Design Senior Researcher at Truist and Vice President of User Experience and Content Strategy at Content Garden, Inc. Sheryl Ruszkiewicz is Special Lecturer at Oakland University, where she teaches in the First-Year Writing Program.

"Content strategy is a growing practice across many fields. This book is an excellent introduction to content strategy, particularly for professional and technical communicators. It provides a bird’s-eye view of everything content, so that the learner understands the value of content strategy in a broader context. It also gives a worm’s-eye view of the skills and steps involved in creating compelling content. The many practical examples and useful exercises help set this book apart." -- Dr. Quan Zhou, Professor, Department Chair, Metropolitan State University"This much-needed text is the first in the field of technical communication to articulate—with teachers and students in mind—the practices, genres, workflows, and underlying principles of the emerging discipline of content strategy. Teachers and students will find valuable guidance on how to approach different stages of the content strategy process, from conducting a content audit to developing content models to delivering, governing, and maintaining genres. Written in an accessible and engaging style and full of robust examples and downloadable templates, this text is a must read for anyone interested in learning about content strategy and developing skills for content strategy work, which spans across disciplines and organizational contexts, large and small." -- Dr. Rebekka Andersen, Associate Professor, Associate Director of Writing in the Professions, University of California, Davis "Guiseppe Getto, Jack Labriola, and Sheryl Ruszkiewicz's new book on content strategy fills a significant hole in the field of technical and professional technical communication. If you're like me and teach whole courses dedicated to content strategy, you already know that there are many books for marketing or public relations students, but those devoted to TPC students are difficult to find. They're even more different to find when you're looking for authors who are experts in the field with real dirt under their fingernails gained through actual practice. I'm really looking forward to using this book in my next content strategy course instead of having to cobble together selections from disparate publications." -- Dr. Tharon Howard, Professor, MA in Professional Communication Graduate Program Director, Clemson University

• Introduction: What Is Content Strategy Chapter 1: Key Concepts in Content Strategy Chapter 2: The Content Strategy Process Chapter 3: Audience Analysis Chapter 4: Identifying Content Types and Channels Chapter 5: Content Auditing Chapter 6: Content Modeling Chapter 7: Assembling a Content Strategy Plan Chapter 8: Collaborating With Other Content Developers Chapter 9: Revising and Editing Genres Chapter 10: Ensuring Content Usability and Accessibility Chapter 11: Delivering, Governing, and Maintaining Genres Chapter 12: Localizing Content Chapter 13: Content Tools and Technologies Chapter 14: Establishing Yourself as a Content Strategist