Cover image for Content Strategy

Book description

If you've been asked to get funding for a content strategy initiative and need to build a compelling business case, if you've been approached by your staff to implement a content strategy and want to know the business benefits, or if you've been asked to sponsor a content strategy project and don't know what one is, this book is for you. Rahel Anne Bailie and Noz Urbina come from distinctly different backgrounds, but they share a deep understanding of how to help your organization build a content strategy.

Content Strategy: Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on project managers, department heads, and other decision makers who need to know about content strategy. It provides practical advice on how to sell, create, implement, and maintain a content strategy, including case studies that show both successful and not so successful efforts.

Inside the Book

  • Introduction to Content Strategy
  • Why Content Strategy and Why Now
  • The Value and ROI of Content
  • Content Under the Hood
  • Developing a Content Strategy
  • Glossary, Bibliography, and Index

Table of Contents

  1. eBook Introduction
  2. Foreword
  3. Preface
    1. Who This Book Is For
    2. What This Book Is Not
    3. What’s in This Book
      1. Too Busy to Read the Whole Book?
      2. Companion Website
    4. About the Authors
      1. Two Authors, One-and-a-Half Perspectives
      2. Rahel Anne Bailie
      3. Noz Urbina
    5. Acknowledgements
  4. Introduction to Content Strategy
    1. Introduction
      1. What Do We Mean by Content?
      2. Content Is More than Marketing Material
      3. Your Content Defines Your Brand
      4. Multimodal Content Strategy
    2. The Content Strategy Imperative
      1. Enter Content Strategy
      2. Content Strategy and the Bottom Line
    3. Understanding the Disconnect between Content and User Experience
      1. Customers Want Cute
      2. Who Wins, Who Loses?
      3. Content Rules
  5. Why Content Strategy and Why Now
    1. Strategy Beyond Surface Beauty
      1. More Than Cosmetics
      2. Below the Surface: Untapped ROI
      3. Case Study: Nurturing the Health of Corporate Content
        1. The Organization
        2. The Problem
        3. The Challenge
        4. The Goal
        5. The Strategy
        6. The Risks
        7. The Results
    2. Content as Part of a Complex System
      1. What We Mean by Content
      2. Content and Complexity
      3. Content as an Agent in Complicated Systems
      4. Content as an Agent in Complex Systems
      5. Selection and Adaptation
    3. Managing the Complexity of Content
      1. Governance, Compliance, and Risk
      2. Managing Content through Content Channels
      3. Managing Risk through Content Processes
      4. Managing Key Stakeholders through Governance
      5. Increasing Success through Governance
    4. Content, Complexity, and Governance
      1. Case Study: Management as Content Roadblock
        1. The Organization
        2. The Problem
        3. The Challenges
          1. The User Interface
          2. The Code
          3. The Content
        4. The Goal
        5. The Strategy
        6. The Risks
        7. The Results
      2. Realities of ROI
  6. The Value and ROI of Content
    1. Which Content Benefits from a Content Strategy
      1. Estimating the Value of Content
      2. Case Study: Making the Case for Efficiency
        1. The Organization
        2. The Problem
        3. The Challenge
        4. The Goal
        5. The Strategy
        6. The Requirements
        7. The Search for Tools
        8. The Implementation
        9. The Results
        10. What is Typical ROI
      3. Managing Content Assets
    2. Content in a Knowledge Economy
      1. Locating the Disconnect between Content and Value
      2. The Nuances of Content
      3. The Pain Points of Ad-Hoc Systems
    3. All Content is Marketing Content
      1. Case Study: Stratifying Content Limits Potential
        1. The Organization
        2. The Problem
        3. The Challenges
        4. The Goal
        5. The Strategy
        6. The Results
      2. Prioritizing Content
    4. Content as Business Asset
      1. Categorizing Content Assets
      2. Recognizing the Reuse Potential of Content Assets
      3. Content that Connects: Helping Users Find Success
      4. Turning Content into High-Value Assets
    5. The ROI of Content Strategy
      1. Calculating Content ROI
      2. Linking Poor Content to Lost Sales
    6. Content Strategy in Business to Consumer
      1. The Pull to Purchase
      2. Choosing a Product: Wooed by Big Brands
      3. Choosing a Brand
      4. The First Disappointment: A Short Honeymoon
      5. Post-Sale Support: Where’s the Love Now?
        1. Promoters: You Get Back the Love You Give
      6. The True Test of Brand Loyalty
        1. Post-Sale Terms Need SEO, Too
        2. Right Content, Wrong Format
      7. The Role of Content in the Customer Experience
      8. ROI and the Long View
    7. Content Strategy in Business to Business
      1. Case Study: A Start-up Treats its Content Right
        1. The Organization and the Product
        2. The Problem
        3. The Goal
        4. The Strategy
        5. The Results
  7. Content Under the Hood
    1. What Exactly Is Content?
      1. Copy and Content
        1. Persuasive
        2. Enabling
      2. Turning Copy into Content
      3. Defining Content in the Age of Technology
    2. The Nature of Content
      1. The Multiplicity of Content
        1. Multiplicity in Creation
        2. Multiplicity in Delivery
        3. Multiplicity in Engagement
      2. Business-Critical Content
      3. Business-Critical Content in the Semiconductor Industry
        1. Your Customer Doesn’t Care about Your Org Chart
      4. Multimodal, Customer-centric Content Strategy
        1. Consumer Products Manufacturer Gets It Wrong
      5. The Nature of Content is Cyclical
    3. Planning for Power Publishing
      1. Mobile, the Game Changer
      2. Mastering the Next New Thing is Not Enough
      3. Designing for Any Format is a Problem
      4. Separating Content from Deliverables
        1. Content as a Service (CaaS), Not a Deliverable
      5. The Risks of Binding Content to Format
      6. Formats and Silos
        1. Format Silos are Bad for Users
        2. Format Silos are Bad for Organizations
    4. Right Content, Right Context
      1. Adaptive Content
      2. Responsive Design
      3. Modular, Format-free Content
      4. Right Place, Wrong Content
      5. Defining Module Types
      6. Reusing Modules
        1. Reuse Within a Deliverable
        2. Reuse Across Similar Deliverables
        3. Reuse for Progressive Disclosure
        4. Reuse Across the Organization
      7. Benefiting from Modular Reuse
    5. Making Content User-centric Using Modular Building Blocks
      1. Modular Content is More Adaptive
        1. Component Content on Municipal Websites
      2. Fragments, Smaller than Topics
        1. Traditional Methods have Dramatic Costs
      3. Using Structurally Consistent Content Models
      4. Realizing the Benefits of Structured Content
        1. Benefits to Content Teams
        2. Benefits to Organizations
        3. Benefits for Users
        4. Component Content Management Systems
    6. The Power of Semantic Content
      1. Talking Semantics
      2. Semantics Change the Experience of Media
      3. Semantic Markup for Textual Data
        1. Don’t Google XML
        2. The Human Side of Semantic Markup
        3. A First Real Look at Markup
        4. XML vs. Other Markup
        5. XML is Easier Than it Looks
      4. Changing the Format-first Mindset
        1. Semantic Markup in XML and HTML
        2. Responsive Design and Reuse with Semantics
      5. Using the Right Amount of Semantics
      6. Why Semantics Matters
  8. Developing a Content Strategy
    1. Leveraging Content Strategically
      1. Assessing Your Organizational Readiness
      2. Thinking of Content Strategically
        1. Is Your Content Strategy Really Strategic?
      3. Putting the Strategy into Content Strategy
    2. Feeding the Customer Lifecycle
      1. Develop Your Own Customer Lifecycle
    3. Implementing a Content Strategy
      1. Join a User-Centered Design Process
      2. Look for a Framework that Fits
      3. Consider the Performance Measurements
      4. Content in the Context of User Experience
        1. Content Architecture and Information Architecture
        2. The Role of Content
        3. Audience and Task Analysis
        4. Information Architecture
      5. Content Design
        1. The Technical Side of Content
        2. The Editorial Side of Content
    4. Centering the Strategy Around a Content Lifecycle
      1. The Content Lifecycle
        1. Analyze: Examining Business Drivers
        2. Collect: Creating or Gathering Content
        3. Manage: Improving Production Efficiency
        4. Publish: More than Presentation
      2. The Decision Maker and the Content Lifecycle
      3. Laying a Sound Foundation
      4. Content Lifecycle Myths
      5. New Strategies, New Lifecycles
    5. Finding the Content Strategy Skills You Need
      1. The Content Strategist’s Role
      2. Skills and Aptitudes for a Content Strategist
      3. Different Skills, Different Solutions
    6. Basic Principles Toward a Quick Start
  9. Glossary
  10. Bibliography
  11. Index
  12. Copyright and Legal Notices