Content Strategy for the Web

Content Strategy for the Web

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Description

If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online. Redesigning your home page won't help. Investing in a new content management system won't fix it, either. So, where do you start?

Without meaningful content, your website isn't worth much to your key audiences. But creating (and caring for) "meaningful" content is far more complicated than we're often willing to acknowledge. Content Strategy for the Web explains how to create and deliver useful, usable content for your online audiences, when and where they need it most. It also shares content best practices so you can get your next website redesign right, on time and on budget. For the first time, you'll:



See content strategy (and its business value) explained in plain language



Find out why so many web projects implode in the content development phase ... and how to avoid the associated, unnecessary costs and delays



Learn how to audit and analyze your content



Make smarter, achievable decisions about which content to create and how



Find out how to maintain consistent, accurate, compelling content over time



Get solid, practical advice on staffing for content-related roles and responsibilities
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Product details

  • Paperback | 192 pages
  • 180 x 229 x 8mm | 310g
  • New Riders Publishing
  • Berkeley, CA, United States
  • English
  • 0321620062
  • 9780321620064
  • 147,453

Back cover copy

If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online. Redesigning your home page won't help. Investing in a new content management system won't fix it, either. So, where do you start?
Without meaningful content, your website isn't worth much to your key audiences. But creating (and caring for) "meaningful" content is far more complicated than we're often willing to acknowledge. Content Strategy for the Web explains how to create and deliver useful, usable content for your online audiences, when and where they need it most. It also shares content best practices so you can get your next website redesign right, on time and on budget. For the first time, you'll:
See content strategy (and its business value) explained in plain language Find out why so many web projects implode in the content development phase ... and how to avoid the associated, unnecessary costs and delays Learn how to audit and analyze your content Make smarter, achievable decisions about which content to create and howFind out how to maintain consistent, accurate, compelling content over timeGet solid, practical advice on staffing for content-related roles and responsibilities
show more

Table of contents

FOREWORD
INTRODUCTION
LEARN
SOLUTION
PROBLEM
DISCIPLINE
PLAN
INPUT
STRATEGY
ARCHITECTURE
CREATE
WORKFLOW
WRITING
PUBLISHING
GOVERN
MEASUREMENT
RESPONSE
CULTURE
RESOURCES
ACKNOWLEDGEMENTS
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About Kristina Halvorson

Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specializing in content strategy and writing for the web.

Widely recognized as one of the country's leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.

In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.
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Rating details

2,731 ratings
3.99 out of 5 stars
5 36% (977)
4 37% (1,013)
3 20% (539)
2 5% (141)
1 2% (61)
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