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In this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges you'll face.
In this practical and relevant guide, you'll learn how to:
You'll learn how to treat content like the strategic asset that it is.
"Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."—Gerry McGovern, CEO, Customer Carewords
"This second edition goes deep into three integral topics for content leaders—assembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed.—Natalie Marie Dunbar, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice
PART I: GET BUDGET AND BUY-IN
1 IDENTIFY PROBLEMS AND OPPORTUNITIES
2 CONVINCE LEADERS AND GET THE RESOURCES
PART II: SET UP FOR SUCCESS
3 GET STAKEHOLDERS ON BOARD
4 ASSEMBLE YOUR CROSSDISCIPLINE TEAM
5 PREPARE FOR CHANGE
PART III: DIG IN AND GET THE DIRT
6 UNDERSTAND YOUR BUSINESS ENVIRONMENT
7 LEARN ABOUT YOUR AUDIENCE AND USERS
8 GET FAMILIAR WITH YOUR CONTENT
9 EVALUATE YOUR PROCESSES
PART IV: ARTICULATE YOUR STRATEGY
10 ALIGN ON A STRATEGIC FOUNDATION
11 SET YOUR CONTENT COMPASS
PART V: DESIGN YOUR CONTENT
12 PRIORITIZE BASED ON YOUR STRATEGY
13 ORGANIZE FOR INTUITIVE WAYFINDING
14 DEFINE THE CONTENT EXPERIENCE
15 SPECIFY CONTENT STRUCTURE AND REQUIREMENTS
PART VI: IMPLEMENT AND EVOLVE
16 DEFINE HOW YOULL GOVERN YOUR CONTENT
17 BUILD OUT YOUR CONTENT PLAYBOOK