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Content Strategy for the Web, 2nd Edition
- By Kristina Halvorson, Melissa Rach
- Published Feb 10, 2012 by New Riders. Part of the Voices That Matter series.
- Copyright 2012
- Dimensions: 7" x 9"
- Pages: 216
- Edition: 2nd
- Book
- ISBN-10: 0-321-80830-4
- ISBN-13: 978-0-321-80830-1
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Product Author Bios
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.
FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS
BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success?
For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to:
- Understand content strategy and its business value
- Discover the processes and people behind a successful content strategy
- Make smarter, achievable decisions about what content to create and how
- Find out how to build a business case for content strategy
Related Article
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9 of 10 people found the following review helpful
Our Mission -- "Save the content, save the world.", By Gretchen Newby (Elsah, IL USA) - See all my reviews
This review is from: Content Strategy for the Web, 2nd Edition (Paperback)
About a year ago, a web designer recommended that I read "Content Strategy for the Web" by Kristina Halvorson. Although the designer was very enthusiastic about the book, I felt my nightstand was already overloaded with "must reads," and I politely declined. What a mistake!There is a bright side. By waiting a year, I was able to read the second edition of "Content Strategy for the Web" by Kristina Halvorson and Melissa Rach. This book is compelling, entertaining, visionary, instructive, applicable and needed. I'm a Marketing Director, and I've made this required reading for my web team and writers. I've also shared highlights with my boss and my boss' boss. I'm joyfully spreading the word about the importance of web content. Content needs to be considered at the beginning and throughout the web development process. Good content improves SEO, increases web traffic, establishes your brand, and works with the site design and architecture to create an engaging and... Read more
4 of 6 people found the following review helpful
If You do Social Media Strategy, You Have to Know Content Strategy, By
This review is from: Content Strategy for the Web, 2nd Edition (Paperback)
If a management consultant and a website copy writer got married, then "Content Strategy for the Web" would be their first child. It's one of those books that you'll want to read cover-to-cover to get the big picture, and then re-read, scissors in-hand (well, Evernote), to pluck out the many useful methodologies.What makes this book so useful is that the authors know that no matter how brilliant the strategy, no matter how creative the content, if you don't have the buy-in of the organization and embrace the mundane details of execution, you'll fall flat on your face. This svelte 184-page guide goes into just the right depth on: * What content is * What an effective strategy looks like * What screws up strategies * The roles of each person in the content creation supply chain * How to dissect the content creation workflow * Tools that will make your life easier (my favorite part) * How to do a content audit * How concepts like... Read more
4 of 6 people found the following review helpful
Outstanding material, strategy and instruction, By
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This review is from: Content Strategy for the Web, 2nd Edition (Paperback)
This is on my list of top books for 2012. The chapter on the content audit was worth hundreds if not thousands of dollars. I suggested it to all of my business friends on LinkedIN. Well Written. Detailed ideas on what to do and how to do it. I highly recommend this book.
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Online Sample Chapter
Why Your Website's Content Sucks and What to Do about It
Table of Contents
Foreword: The Rapid Rise of Content Strategy at Facebook and Beyond
Before We Begin
REALITY
1 NOW: Hit the ground running.
2 PROBLEM: Why does your content (still) suck?
3 SOLUTION: Content strategy to the rescue.
DISCOVERY
4 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.
STRATEGY
7 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.
SUCCESS
10 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 list
Acknowledgments
About the Authors
About Brain Traffic
Index
Sample Pages
Errata
Page 62, main heading should read: "Tabulate Your Results"
Page 61, "you might decide to look at .01% of the content. That's still 10,000 pages..."
“.01%” should be “1%”
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