In strategic planning, one goes about discovering your core values. The marketing planning process helps you prioritize what you should do. Our ebooks support kindle, ibooks, nook and most other readers and devices. Discover the best strategic business planning in best sellers. Content strategy for the web sets the stage for content strategy to be implemented for any company by helping individuals to understand what it is, why it is important, how it can be created, who is involved, how it is managed, etc. Lead generation is important for small businesses that rely on consistent traffic to grow their brand and boost sales. Chapter 2 the craft of content strategy the elements of content. I wrote the elements of content strategy because as the internet worms its way further and further into our lives, digital content becomes centrally important to the ways in which we live and work. A book apart the elements of content strategy designing the. Plan for great content delivery, no matter the device typeand go responsive with confidence. The writing is professional, engaging, and uses the right amount of humour to keep things lively.
To do content strategy, defined as the planning and leadership of content projects and. The elements of content strategy brief books for people who make. From the roots of content strategy to its evolution through design and device advancement, learn how to plan, implement, and deliver great content. Erin kissane content strategy is the webs hottest new thing. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a content strategy. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Explore content strategys roots, and quickly learn not only how its done, but how you. Content strategy is a young field, but it has evolved from professions that are anything but new. I happen to work in a small shop where i wear many hats and was a bit disappointed that erin focused mainly on content strategists who work with a wide range of other team members. The first place to start is by creating a product backlog, according to agile project management methods. How strategy really works is nothing short of brilliant, and if you are a strategist, or just a manager trying to figure out how to grow or turn around your business you should have a dogeared copy on your bookshelf next to michael porters competitive strategy. Robert is a crack researcher and storyteller he has a profound ability to explain timeless.
It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business analysis, digital marketing, and. Hell, most people probably couldnt tell you the difference between strategy and tactics or even know there is a difference. The elements of content strategy by erin kissane a book apart. Karen teaches design management in the mfa in interaction design program at the school of visual arts in manhattan. And ultimately, you planned to create that content. However, formatting rules can vary widely between applications and fields of interest or study. The elements of content strategy is available to read for free.
For organizations all over the world, content strategy for the web is the goto content strategy handbook. Find the top 100 most popular items in amazon books best sellers. Many content strategy books, articles, and posts assume the need for persuasion. The 33 strategies of war, the 48 laws of power by robert greene. Most strategy is still driven out of marketing and it departments. This is unfortunate, because strategy is something that is critically relevant to all of us not just those with careers in the military.
Mobile isnt just smartphones, and it doesnt necessarily mean you are on the move. This is a great resource, particularly if you have already been practicing content strategy cs. And it follows that content strategythe practice of planning for, designing, and managing contentis also getting closer to the center of both web projects and entire organizations. The elements of content strategy brief books for people. Karen mcgrane you dont get to decide which platform or device your customers use to access your content. At the center is the core content strategy, the central idea for using content to achieve an organizations business goals. Your content, now mobile content before platform adaptive content strategy and planning writing and editing. Though the creative process is unique to every business, plenty of tools can help with generating story ideas, organizing them into relevant content pieces, and getting them into the hands of your target. What is premium content and why does your content marketing.
This book was written as a brief introduction to content strategy related work, and the author was upfront with what the book was and wasnt in the introduction. Content strategy for the web, kristina halvorson the industry standard primer clout. Corporate strategy is the pattern of decisions in a company that. The term has been particularly common in web development since the late 1990s. In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Once youve set your strategy and outlined your plans for executing it, its time to create highquality, customerdriven stories. Readings from classical times to the present, new york. Kissanes book helped me to pull those two texts together. To achieve that strategy most effectively, we look at four closely related components the four areas of the quad. Give me your list of the elements that you consider critical to producing an effective content strategy. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar. To make things more difficult, it seems that for some, content strategy is merely the latest in a sad parade of meaningless buzzwords.
Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. A lot depends on who you are and what sort of content strategy youre interested in. For those wondering why is content marketing important, take a look at all of the ways that content can help your business bring in new leads. In 1929, he published the decisive wars of history. And what does the content renaissance mean for you. Drawing on both his business experience and the business literature, he explains not only what entrepreneurs and executives should look at when pondering plans and strategies, but also what they should look for. The second edition provides a good general introduction to content strategy, with a deeper discussion of markup and tools than found in. Creating great content is a costeffective way to bring in new leads. Very often i find that books appearing in the empowermentpersonal growth field, or from various coaching disciplines, are nothing but fluffedup advertorials for the authors speaking career or seminars. Content strategy needs to get past its dark continent reputation, or live forevermore as the herebedragons squiggle on the edge of the user experience design map. To do content strategy, defined as the planning and leadership of content. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies.
These ideas, presented in the first pages of the book, form the bulk of. In the awareness stage, a good premium content offer might be an ebook about the problem you solve. Erin kissane wrote a book about content strategy and youre reading quotes on the website to decide if you should buy it. We are delighted to present the third volume in the a book apart series. Nov 18, 20 as a content strategy team, our documentation has to be, at the very least, usable and comprehensive, if not engaging. This opens the door for you to leverage your premium content offers in order to build email lists. Then you evaluated content as a way to fulfill that need.
Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. The strategic planning reference and resource book has been designed to familiarize you and help you through the strategic planning process in a stepbystep approach. The book now called, simply, strategy, is essential reading for any student of the art and science of strategymaking. Dec 01, 2014 whatever the case, planning your blog content ahead of time is the best way to be sure youll write and publish regularly, and that youll be able to create a content marketing strategy that allows for changes and adjustments based on what your analytics and testing are telling you. Im a veteran copywriter living and working in shanghai, and found the elements of content strategy buy direct from a book apart great food for thought in thinking long and hard about content, particularly in ways to talk with clients about what content is, who it serves and how to best leverage it in meeting business objectives. This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its done, but how you. Learning to think strategically asserts that learning is the critical link to transforming strategic thinking into a. But if i had not, these books still would have given me a priceless education as they have for millions of other people.
A compelling read for both experienced content strategists and those making the transition from other fields. A lot more strategy goes into planning for premium content, as you want to map your content to your buyers journey. Ok, content planning is just related to company brand and target audience, although it depends also on which we want to point out to users reading. Liddell hart is the best example i know of who not only chronicled history, but shaped it.
Science of influential web content, colleen jones not just. Business planning and market strategy sage publications inc. The second edition provides a good general introduction to content strategy, with a deeper discussion of markup and tools than found in other introductory books. The truth is, without a strategy your content will never reach its full potential. Web site development, content analysis communication, strategic planning, web. The elements of content strategy brief books for people who. Developing web site documentation for design and planning voices that matter.
She cohosts a responsive web design podcast with ethan marcotte, and her first book, content strategy for mobile, was published in 2012 by a book apart. Everything you say here about content and content strategy can apply equally to the creation of a book. Of course, i am biased because i trained under robert. Although hart was a briton, it is known that his work had greater impact on the prewwii military thinking. For marketers, that means creating a list of marketing projects prioritized from great for growth to least. Why is content marketing important for your business. The original edition of this book was published in 2002 and was the first book to specifically address content strategy as a discipline. Resources the elements of content strategy a book apart. Second planning workshop after the planning workshop information has been gathered into a workbook, another workshop should be planned. Strategy isnt something thats taught well in school.
The corporate strategic planning process the corporate strategic planning process is a disciplined and welldefined organizational effort aimed at the complete specification of corporate strategy. For a more hardcore approach and a consideration of the ethics and principles of rhetoric, try these starting points. Module 1 introduction to strategy, planning and structure 11 1. Rather than reduce the planning process to mechanistic, stepbystep instructions, which promote thinking inside the box, author e. Our team looked for pegs and best practices from a list apart, a book apart. It provides an outline for you to plan, organize and conduct your conference, document and execute your plan, and to monitor and adjust your strategic plan, as needed. The book apart series is great, fast reads and very useful information. This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its done, but how you can do it well. How planning your blog content can help you get more done. The content strategy quad the critical components in content strategy. Oct 21, 2011 professor sloans book traces the history of strategy, differentiates strategic thinking from strategic planning, describes the influence of culture, and introduces five key attributes for learning to thinking strategically. As a content strategy team, our documentation has to be, at the very least, usable and comprehensive, if not engaging. The author dispels the myth of the content hose or automagical tool and provides suggestions for improving the content entry process. The elements of content strategy brief books for people who make websites.
Strategic planning as a strategy for crisis, provides a system to think strategically through several scenarios that could develop the best strategic response nickols, 2016. In a 2009 a list apart article, designer and editor mandy brown challenges. Necessarily, the content strategist must work to define not only. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a. Content strategy plans for the creation, publication, and governance of useful, usable content. Business planning and market strategy offers students, entrepreneurs, and executives penetrating insights into developing business plans and market strategies that bolster the odds of succeeding in todays highly competitive marketplace. These patterns are the essence of content strategy. To understand the full scope of what content strategy can doand to understand why it isnt just editing or another word for marketing, lets take a look at the professions that have laid the groundwork for our practice. Mar 08, 2011 in the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Content strategy refers to the planning, development, and management of contentwritten or in other media.
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