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The Content Pool

Book Description

The Content Pool: Leveraging Your Company's Largest Hidden Asset makes the case for building a comprehensive content strategy and managing it at the VP or CXO level.

Table of Contents

  1. Foreword
  2. Introduction
  3. Identifying Your Content
    1. Why Is Content So Important?
      1. Stale information
      2. Content creation inefficiency
    2. What Do You Produce Now and How Do You Use It?
      1. What content do you produce now?
      2. How do you use that content?
      3. What does it cost to produce and distribute?
      4. Summary
    3. Identifying the Audience: Today and in the Future
      1. Who is my intended audience?
      2. Who is my actual audience?
      3. How do they find my content?
      4. How do they consume content?
    4. What About the Language You Use?
      1. Liability and language
        1. Localization
        2. Customer service
        3. Legal action
      2. How does it happen?
        1. Mistranslations
        2. Cultural errors
        3. Ambiguity
        4. Low quality
      3. What’s the solution?
        1. <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="bold"><strong>Vocabulary</strong></span>
          1. Restricted vocabulary
          2. Restricted grammar rules
        2. Types of controlled language
        3. The benefits of controlled language
    5. The Global Language
      1. Representational graphics
        1. Iconic abstraction
        2. Symbolic usage
        3. Combining techniques
      2. Understand the user
  4. Organizing Your Content
    1. Gain Through Collaboration
      1. Collaboration
      2. Content development silos
      3. Knowledge sharing
      4. Basic reuse
      5. Intelligent content
      6. Collaborative platforms
    2. Consistency Saves You Money
      1. Clarity
      2. Consistency
      3. Honesty
      4. Findability
    3. Where Are Your Pain Points?
      1. Potential pain points
        1. Content design
        2. Content development
        3. Content distribution
      2. How to identify pain points
  5. Managing Your Content
    1. Styles and Standards
      1. Why we need standards
      2. Content standards
        1. A strategy for picking standards
        2. A process for picking a set of standards
      3. Company style guides
      4. Don’t forget ripple effects
      5. Conclusions
    2. Rewrite and Reuse
      1. Independent content
      2. Naming conventions
      3. Structured content development
        1. Topic-based structure
        2. Task-based structure
        3. Minimalism
        4. Reuse
      4. Content management
      5. Managing the change
    3. Answers are the Answer
      1. How to find the <span xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" class="quote">&#8220;<span class="quote">How</span>&#8221;</span>
    4. User-Generated Content
      1. The myth of inaccuracy
      2. Defining user-generated content
      3. Managing the new content
      4. Managing content ownership
      5. Incorporating feedback
      6. Round-tripping
      7. Independent user content
    5. The Technology Question
      1. Choosing different tools
      2. Planning for future technology
  6. Leveraging Your Content
    1. Content as a Revenue Source
      1. Two scenarios
        1. Company A – Documentation included
        2. Company B – Documentation separate
        3. Indirect revenue impacts.
    2. Quality Content
      1. So what is good content?
        1. Answer questions
        2. Inform
        3. Add value
      2. Mamet’s three rules
      3. Unhappy customers
      4. The customer experience
    3. Finding Things
    4. Develop a Content Strategy
      1. Defining content strategy
      2. The ripple effect
      3. Proven benefits of a content strategy
      4. Keeping afloat in the Content Pool
  7. The Case For A Chief Content Officer
    1. Five ways to make executives love content development
    2. Why you need a CCO
      1. 1. Create something
      2. 2. Tell people about it
      3. 3. Get people to buy it
      4. 4. Collect money for it
      5. 5. Create content about it.
  8. Acknowledgments
  9. Bibliography
  10. Index
  11. Copyright and Legal Notices