Content is king and the new kingmaker and your message needs to
align with your model and metrics and other mumbo jumbo, right?
Whether you re slogging through theory or buzzwords, there s no
denying content strategy is coming of age. But what s in it for
you? And if you re not a content strategist, why should you
care?
Because even if content strategy isn t your job, content s
probably your problem-and probably more than you think. You or your
business has a message you want to deliver, right? You can deliver
that message through various channels and content types, from
Tweets to testimonials and photo galleries galore, and your
audience has just as many ways of engaging with it. So many ways,
so much content so where s the problem? That is the problem. And
you can measure it in time, creativity, money, lost opportunity,
and the sobs you hear equally from creative directors, project
managers, and search engine marketing specialists.
The solution is content strategy, and this book offers
real-world examples and approaches you can adopt, no matter your
role on the team. Put content strategy to work for you by gathering
this book into your little hands and gobbling up never-before seen
case studies from teams at Johns Hopkins Medicine, MINI,
Icebreaker, and more. Content Strategy at Work is a book for
designers, information architects, copywriters, project managers,
and anyone who works with visual or verbal content. It discusses
how you can communicate and forge a plan that will enable you, your
company, or your client get that message across and foster better
user experiences.
Presents a content strategy framework and ways to implement in
both in-house marketing departments and consultancies
Includes case studies, interviews, and lessons learned from
retail, apparel, network television, business-to-business,
automotive, non-profit, and higher ed brands
Details practical sales techniques to sell content strategy and
use content strategy processes to sell other services and larger
projects
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