You are previewing Enterprise Content Strategy.
O'Reilly logo
Enterprise Content Strategy

Book Description

Enterprise Content Strategy outlines best practices for conducting content strategy projects, and provides a step-by-step guide to building an enterprise content strategy.

Table of Contents

  1. Enterprise Content Strategy
    1. Foreword
    2. Preface
    3. 1. Definitions and Approach to Enterprise Content Strategy
      1. 1.1. What does content mean?
      2. 1.2. Content and the content experience
      3. 1.3. What is enterprise content strategy?
      4. 1.4. Understanding the enterprise content strategy project lifecycle
        1. 1.4.1. Phases and objectives of an enterprise content strategy
      5. 1.5. When to engage an enterprise content strategist
      6. 1.6. Future-proofing your solutions (aka performance-driven content)
      7. 1.7. Omnichannel and why it is critical
      8. 1.8. Considerations for waterfall and agile projects
      9. 1.9. Additional reading
    4. 2. Plan Phase
      1. 2.1. Creating a content team
      2. 2.2. The content team’s role in the organization
      3. 2.3. Setting up effective decision making
      4. 2.4. Identifying requirements
      5. 2.5. Defining the project charter
      6. 2.6. Using workshops to complete the project-​definition focus areas
      7. 2.7. Additional reading
    5. 3. Assess Phase
      1. 3.1. Understanding the assess phase
      2. 3.2. Performing stakeholder interviews
        1. 3.2.1. Business and project strategy
        2. 3.2.2. Content inventory and scope
        3. 3.2.3. Production and publication processes
        4. 3.2.4. Technology
        5. 3.2.5. Marketing strategy
        6. 3.2.6. Analytics
        7. 3.2.7. Content structure, including metadata and taxonomy
        8. 3.2.8. Content experience
        9. 3.2.9. Omnichannel and multichannel strategy
        10. 3.2.10. Governance
        11. 3.2.11. Entitlements
      3. 3.3. Conducting a content inventory and audit
        1. 3.3.1. Content inventory and audit: fields to capture
          1. 3.3.1.1. Content volume and scope section
          2. 3.3.1.2. Metadata and SEO section
          3. 3.3.1.3. Additional inventory aspects section
          4. 3.3.1.4. Business rules for intelligent content section
          5. 3.3.1.5. Qualitative assessment section
          6. 3.3.1.6. Document and channel input/outputs section
      4. 3.4. Completing competitive and industry analyses
      5. 3.5. Engage the content team in the assessment
      6. 3.6. Additional reading
    6. 4. Define Phase
      1. 4.1. Creating a content strategy framework
        1. 4.1.1. Sample sections in a framework document
      2. 4.2. Writing audit findings and implications
      3. 4.3. Creating the framework and strategic recommendations
      4. 4.4. Designing a roadmap
      5. 4.5. Finalizing the define phase
      6. 4.6. Additional reading
    7. 5. Design Phase
      1. 5.1. Creating a strategic intent for content experience
      2. 5.2. Understanding content lifecycle workflows
      3. 5.3. Defining content types
      4. 5.4. Creating content lifecycle workflows
      5. 5.5. Creating page-level strategic intent
      6. 5.6. Understanding the content brief, style guide, copy deck, model, and matrix
        1. 5.6.1. Content matrix versus content model
      7. 5.7. Creating a content matrix
      8. 5.8. Creating a content model
      9. 5.9. Authoring the editorial guidelines
      10. 5.10. Building logic into content experience
      11. 5.11. Designing for omnichannel and multichannel experiences
      12. 5.12. Creating a taxonomy and metadata
        1. 5.12.1. Creating metadata
        2. 5.12.2. Metadata and taxonomy technology solutions
        3. 5.12.3. Developing a taxonomy
        4. 5.12.4. Selling an enterprise taxonomy
      13. 5.13. Additional reading
    8. 6. Build Phase
      1. 6.1. Creating the content plan
      2. 6.2. Accounting for content migration
        1. 6.2.1. Migration activity across phases
        2. 6.2.2. Parallel migration and development
        3. 6.2.3. Building a migration plan
      3. 6.3. Creating a content calendar and new-content planning process
    9. 7. Publish and Measure Phases
      1. 7.1. Definitions
      2. 7.2. Creating performance metrics
      3. 7.3. Operational metrics
      4. 7.4. Content experience metrics
      5. 7.5. Analyzing and reporting metrics
      6. 7.6. Additional reading
    10. 8. Optimize Phase
      1. 8.1. Determining which content to optimize, leave as is, or archive
      2. 8.2. A model for successful content planning
    11. 9. Govern Phase
      1. 9.1. Content-governance organizational models
      2. 9.2. Governance charters
      3. 9.3. Creating governance in your organization
      4. 9.4. Additional resources
    12. 10. Conclusion
    13. Acknowledgments
    14. Glossary
    15. Bibliography
    16. About the Author
    17. Index
    18. Colophon
    19. A. Copyright and Legal Notices