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Content Strategy for the Web

Ind out why so many web projects implode in the content development phase and how to avoid the associated unnecessary costs and delaysLearn how to audit and analyze your contentMake 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 responsibilitie Content Strategy for the Web was a great overview of learning the process of content strategy at a large organization Having worked at a large NYC based digital strategy agency most of the concepts in this book were familiar Even the look of the site and content maps were familiar from what I've seen presented and used in client meetings So the accuracy of this book for portraying the decisions and the workflow of how a large organization needs to handle content creation is outlined nicely Thus if you are a design student or a related field of study looking to graduate and get a job at a large digital agency like RazorFish or Dentsu this book will give you some background on the process at first like these so when you go into an interview you aren't clueless If you are a single individual that just setup a blog and are starting your own media empire there are books better suited for a beginner I'd recommend maybe reading web content writing books like Ginny Redwish Letting Go of the Words note this book is mentioned in Content Strategy for the Web as a resource

characters Ê PDF, eBook or Kindle ePUB free ↠ Kristina Halvorson

R 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 languageF Essential reading in the field of content strategy

Kristina Halvorson ↠ 5 Summary

If your website content is out of date off brand and out of control you're missing a huge opportunity to engage convert and retain customers online Redesigning your home page won't help Investing in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 fa The most important thing I realised when I read this book is You are on the web You are publisherWell the author said that if you or your organization has a web site then you are a publisher but I guess my claim could also hold in this web 20 times or are we already 30? One other thing to keep in mind is that this is not a book about web writing It's about content strategy for the webContent strategy consists of creation delivery governanceThis book specifically deals with how to plan the content strategy; how to create a content but don't expect to learn how to write for your web site; governing the contentThe whole book is written with the presumption that youyour organization is already on the web or has a web site Which seems like a must today for everybody So if we follow the most important thing to remember from this book about being a publisher this means that everybody today already is a publisher I guess that's not far away from the facts And if you are a publisher and want to be successful publisher you need a content strategy This book definitely helped me to rethink my own blog and about my company's web content If I already talk about a web site to me it was interesting to realize that a mid sized web site was one that has 200 to 1200 pages And inside such a web site for example it is pretty straightforward clear that you should develop your linking strategy Or will you use automated linking service like Zemanta for example?When delivering content we have options to choose between original content aggregated content co created content licensed content user generated contentAnd I was impressed to realise how many people profiles could actually be engaged in content creation The list of profiles is content reuesters content providers content creators content reviewers content approvers content publisherAnd if it that is not enough once your web site is live you could need profiles like web editor in chief web editor web writer search engine optimization strategist reviewers and approversFrom the numerous profiles above it is clear that copy is not content In content creation there are numerous profiles involved And author goes further in claiming that user experience UX design is not the answer to a successful web site but the collaboration across disciplines That in my opinion is the reason why this is not such an easy task actuallyFor some professional be that marketing communications or other it might be interesting to realise where content strategy stand when compared to brand strategy Well content strategy is not about the talk It's about how you walk the talk And messages from your brand strategy are not your contentThere is one other news to have in mind when you have a web site Your content is never really finished Sorry says author of this book Kristina Halvorson And one other piece of advice Take your social media efforts like a commitment not like a campaign So stop thinking launch Start thinking lifecycle I couldn't agree And for almost a gig like me it was interesting to see two diagrams One is How to measure content effectiveness? Diagram was developed at the Content Delivery Analysis LtdFor the end of this review only one remark from the author If your are some kind of web professional you probably saw a diagram the Elements of user experience Well I didn't And the author recommends to not think of content as a feature as maybe it could be said from this diagram originally developed by Jesse James Garrett

  • Paperback
  • 198
  • Content Strategy for the Web
  • Kristina Halvorson
  • English
  • 09 June 2019
  • 9780321620064

10 thoughts on “Content Strategy for the Web

  1. says:

    The most important thing I realised when I read this book is You are on the web You are publisherWell the author said that if you or your organization has a web site then you are a publisher but I guess my claim could also hold in this web 20 times or are we already 30? One other thing to keep in mind is that this is not a book about web writing It's about content strategy for the webContent strategy consists of creation delivery governanceThis book specifically deals with how to plan the content strategy; how to create a content but don't expect to learn how to write for your web site; governing the contentThe whole book is written with the presumption that youyour organization is already on the web or has a web site Which seems like a must today for everybody So if we follow the most important thing to remember from this book about being a publisher this means that everybody today already is a publisher I guess that's not far away from the facts And if you are a publisher and want to be successful publisher you need a content strategy This book definitely helped me to rethink my own blog and about my company's web content If I already talk about a web site to me it was interesting to realize that a mid sized web site was one that has 200 to 1200 pages And inside such a web site for example it is pretty straightforward clear that you should develop your linking strategy Or will you use automated linking service like Zemanta for example?When delivering content we have options to choose between original content aggregated content co created content licensed content user generated contentAnd I was impressed to realise how many people profiles could actually be engaged in content creation The list of profiles is content reuesters content providers content creators content reviewers content approvers content publisherAnd if it that is not enough once your web site is live you could need profiles like web editor in chief web editor web writer search engine optimization strategist reviewers and approversFrom the numerous profiles above it is clear that copy is not content In content creation there are numerous profiles involved And author goes further in claiming that user experience UX design is not the answer to a successful web site but the collaboration across disciplines That in my opinion is the reason why this is not such an easy task actuallyFor some professional be that marketing communications or other it might be interesting to realise where content strategy stand when compared to brand strategy Well content strategy is not about the talk It's about how you walk the talk And messages from your brand strategy are not your contentThere is one other news to have in mind when you have a web site Your content is never really finished Sorry says author of this book Kristina Halvorson And one other piece of advice Take your social media efforts like a commitment not like a campaign So stop thinking launch Start thinking lifecycle I couldn't agree And for almost a gig like me it was interesting to see two diagrams One is How to measure content effectiveness? Diagram was developed at the Content Delivery Analysis LtdFor the end of this review only one remark from the author If your are some kind of web professional you probably saw a diagram the Elements of user experience Well I didn't And the author recommends to not think of content as a feature as maybe it could be said from this diagram originally developed by Jesse James Garrett

  2. says:

    What is content?Content is what user came to read learn see or experienceContent is or less worthless unless it does one or both of the following1 Supports a key business objective2 Fulfills your users’ needsWhat is content strategy?Content strategy guides your plans for the creation delivery and governance of content Content strategy is not about how writing it is managing process of creating distribution and promotion of contentCritical components of content strategy Substance what kind of content we do need? What messages doe’s content need to communicate to our audience?Structure How is content prioritize organized formatted and displayed?Work flow What processes tools and human resources are reuired for content initiatives to launch successfully and maintain ongoing uality? Governance How are key decisions about content and content strategy made? How are changes initiated and communicated?What is persona?Personas are fictional representations of your ideal customers based on real data about customer demographics and online behavior along with educated speculation about their personal histories motivations and concerns• What are the biggest problems they are trying to solve?• What does he or she need most?• What information are they typically searching for?• What trends are influencing their business or personal success?You should ask• What do they do online? Do they read blogs? Are they active on Twitter Facebook or other social networks? What kind of search terms do they use? Are they email newsletter subscribers?• What kind of information do they tend to consume online? Educational pieces? Trend articles? Interactive tools like calculators or worksheets? Do they watch videos or listen to podcasts?• Which of your products do they spend the most time researching? How do they use those products?What is advantages of book?Book all issues that may be encountered during activity is a content strategist covers What is weakness of book?There is little real examples about tasks in the bookThere is one common problem in articles and books that I read about content strategy they do not provide real examples For sample in B2B companies creating content is very hard or creating content for not interesting products such as shovel brick Fertilizer etc needs idea Who should read this book?Everyone If you think in true manner we all create content for other person such as our boss our customer our colleague etc so we all need be familiar with content strategy Book is very useful for website admin business owner freelancersPlanning a content strategy• Defining goals• Identifying audience and habits• Defining voice and angle• Creating an editorial calendarAn editorial calendar is like a road map for content creation

  3. says:

    Kristina Halvorson in Content Strategy for the Web offers a concise and well produced introduction to a subject of interest to those of us involved in workplace learning and performance training and anyone else interested in knowing how to reach online audiences effectively through well designed and engaging content The book itself is an example of what it promotes rich content provided in a graphically interesting format that leaves readers with a high level overview of the benefits roles activities and deliverables associated with content strategy p ix Content Strategy takes a simple but never cursory approach to the subject; it begins with reminders that great online content is the result of a cohesive strategy including analysis structure creation extensive revisions formatting publication updates archiving and a willingness to revisit that entire cycle as needed rather than a one time start to finish process Web content is never really finished she suggests Sorry p 131 That straightforward confirmation leaves us with a lesson well worth remembering and an invitation to further exploration

  4. says:

    Very good introduction to content strategy but if you've worked in magazines content strategy simply feels like a way to sell 'online publishing' I'm being simplistic but the whole mystiue around content strategy feels a bit emperors new clothes to me That's not to say that Halvorson's book isn't well written and all encompassing I just think Content Strategy as a whole should be renamed 'how to create and run a website for Dummies'

  5. says:

    Essential reading in the field of content strategy

  6. says:

    A little old but still a fine handbook for all Content Media Strategists Content Strategy is the live essential plan for any communication plan

  7. says:

    This really reinforced some thoughts I’d been having and reading about on the importance of governance in content and content strategy Also had good tips for conducting various type of audits—exciting right? Well helpful nonetheless Will be a resource that I refer others to

  8. says:

    I truly have no understanding of the different roles people play and the different workflows that exist within large firms that handle the creation of web sites web presences Information architecture user experience design graphic design programmers etc They're all a mystery to me That was my biggest problem while reading through this book I think the 2 person team I work in makes it hard to think of the different roles that could be played if we had manpower Nonetheless this book was helpful Favorite uotesTidbits Your brand is what users think and feel about your organization Whatever brand characteristics your organization chooses the way in which your messages are delivered your online tone of voice makes an enormous difference in the way your users perceive your organization and your messagesVoice and tone are the most flexible components of your brand To write truly effective web content a writer needs to care deeply about and take responsibility for helping online readers find information and complete tasks The web writer's mission? Useful usable content that's also enjoyable It's her job to begin a conversation with the reader that results in mutually beneficial outcomes all around A problem solved An article found A connection made

  9. says:

    Content Strategy for the Web was a great overview of learning the process of content strategy at a large organization Having worked at a large NYC based digital strategy agency most of the concepts in this book were familiar Even the look of the site and content maps were familiar from what I've seen presented and used in client meetings So the accuracy of this book for portraying the decisions and the workflow of how a large organization needs to handle content creation is outlined nicely Thus if you are a design student or a related field of study looking to graduate and get a job at a large digital agency like RazorFish or Dentsu this book will give you some background on the process at first like these so when you go into an interview you aren't clueless If you are a single individual that just setup a blog and are starting your own media empire there are books better suited for a beginner I'd recommend maybe reading web content writing books like Ginny Redwish Letting Go of the Words note this book is mentioned in Content Strategy for the Web as a resource

  10. says:

    Got a website full of old useless or just flat out wrong content? You need a content strategy to help you clean it up and create a plan so that it doesn't happen again And this book will show you how to figure one outCovering research design creation and evaluation of content Halvorson assumes you're working with a large website But the principles are the same no matter how large or small the project You need to know your audience and your goals and come up with a plan for acheiving them Content is king on the web and it doesn't just magically appear I found this book particularly useful since I'm going to be re vamping my work website later this year There's no point in me cleaning up the HTML and design if the content is wrong or not supporting our goals I think Halvorson's techniues will come in handy for getting buy in and helping my team understand how to get what they want and need from our site

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