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Content Strategy for the Web
Artikel-Nr:
9780321808301
Veröffentl:
2012
Erscheinungsdatum:
10.02.2012
Seiten:
224
Autor:
Kristina Halvorson
Gewicht:
335 g
Format:
235x179x16 mm
Sprache:
Englisch
Beschreibung:
Kristina Halvorson is the founder and president of Brain Traffic, a content strategy, information architecture, and web writing agency. Since 1997, Kristina has led content strategy and web writing projects for over 100 web sites and several Fortune 500 companies. She is a passionate advocate for content strategy, the hidden discipline that lives between information architecture, web writing, and the build process. She speaks regularly at conferences and universities worldwide. Melissa Rach is vice president of content strategy at Brain Traffic, an agency focused exclusively on helping clients solve messy content problems.
When it was first published in 2009, Content Strategy for the Web was an instant classic. It was the catalyst for the global content strategy conversation, helping organisations understand and implement content strategy as part of their larger business strategies. Much more than a simple introduction, this edition builds upon those foundational ideas and gives you what you need to transform your content into a valuable business asset.
Foreword: The Rapid Rise of Content Strategy at Facebook and BeyondBefore We BeginREALITY1 NOW: Hit the ground running. 2 PROBLEM: Why does your content (still) suck? 3 SOLUTION: Content strategy to the rescue. DISCOVERY4 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. STRATEGY7 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.SUCCESS10 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 listAcknowledgmentsAbout the AuthorsAbout Brain TrafficIndex
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