Lets see why a blog content strategy can help you grow your blog more quickly. With a clear redesign strategy, we were ready to move on to the next phase and develop a design plan. The beginners guide to blogging and content strategy youre reading this book because you believe in the power of content. In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Throughout each project, a content strategist compares evolving content related expectations with available resources, and warns the team of shortfalls that may require that the content work be scaled back or the. We are delighted to present the third volume in the a book apart series. When it comes to designing your own content strategy, you want to be creative and do things that will showcase what sets you apart from your competitors, and you want to use examples of successful content strategies to inspire your own, but you dont have to reinvent the wheel or follow someone elses path at least not to get started. A strategy should provide an assessment of the clients current content, as well as insight into their competitors content. She cohosts a responsive web design podcast with ethan marcotte, and her first book, content strategy for mobile, was published in 2012 by a book apart. The term has been particularly common in web development since the late 1990s.
Hell, most people probably couldnt tell you the difference between strategy and tactics or even know there is a difference. Content strategy for the web sets the stage for content strategy to be implemented for any company by helping individuals to understand what it is, why it is important, how it can be created, who is involved, how it is managed, etc. Identify your companys strategy and direction by having our topnotch and professionallymade organizational strategic plan template. Field guide to nonprofit strategic planning and facilitation by carter mcnamara, published by authenticity consulting, llc. Without the action plan, and the measures it entails, it would be impossible to implement the plan and measure its success. You may be a marketer at a small business, an editorial director at a brand or media company, a community manager at a startup.
Give each student a bag of cereal and a piece of paper. The classic writers handbook, this gives you the golden rule for writing and. A book apart, read the elements of content strategy book. Coschedule research data shows that marketers who document strategy are 3% more likely to report being successful. Create an evolutionary web strategy with a digital mro plan. You can read an excerpt at a list apart magazine, or buy it direct from the publisher in a beautiful paperback edition, as a set of im a content strategist, editor, and writer.
The action plan should be designed after the main goals and objectives have been set in order to attain the mission in a straightforward and measurable way. Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. A kindergarten lesson plan on addition and subtraction. In a world saturated with advertising, your content strategy can set you apart. Strategy isnt something thats taught well in school. With an action plan, the goals themselves can be obtained.
Look at what is and isnt working as far as making emotional connections and search engine rankings. How to plan an effective content strategy to quadruple. A book apart the elements of content strategy designing the. Content strategy plans for the creation, publication, and governance of useful, usable content. The first section of this book is organized around these fundamentals. Ensure your brand story is woven into the content you share. That content is now at the epicentre of audience creation once again. Briefs are available in paperback via our printondemand service, so they ship separately from standard paperbacks. In a 2009 a list apart article, designer and editor mandy. The content strategist identifies those business interests that will be satisfied through content and designs a plan for creating and distributing such content.
Before formulating your brands content marketing strategy, it is essential to first find a unique voice. A lot depends on who you are and what sort of content strategy youre interested in. Content strategy plans for the creation, publication, and governance of. Second in a twopart series elements of a strategic plan. Some activities are frequent enough that they bear mentioning. The book apart series is great, fast reads and very useful information. Necessarily, the content strategist must work to define not only.
Understanding what the competition is doing can help you finalize your redesign plan. Marketing strategy, content strategy, content plans, oh my. The introduction of penguin, as we know, is forcing every online business to reexamine how it does online marketing and begin looking for ways to grow reputation, reach and visibility via. Because content has so frequently demonstrated its potential to derail web projects, and because it is uniquely entangled with business strategy, it requires special attention.
This template will help you assess if the whole organization is working towards common goals. Kristina halvorson is the ceo and founder of brain traffic a content strategy consultancy. The elements of content strategy by erin kissane goodreads. I especially loved the questions it asks you to consider for your situation when working on each part of the strategy. Five researchbased recommendations for content area teachers provide explicit instruction and supportive practice in effective comprehension strategies throughout the school day. Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. Develop an editorial or content calendar to map out and keep track of your content plan o action. Of course, that strategy needs to be thoughtful and onpoint. Those tools are helpful, but the context provided by meghan caseys book is invaluable for any student of content strategy. Once youve set your strategy and outlined your plans for executing it, its time to create highquality, customerdriven stories. The elements of content strategy brief books for people. The content strategy template walks you through researching and writing up the three key elements of a content strategy. In the plethora of marketing jargon, what is your content plan and where does it fit among everything else according to content marketing institute marketing strategy is the why. My new book, the elements of content strategy, was published in march of 2011 by a book apart.
How to set up an effective content marketing strategy. It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business analysis, digital marketing, and technical. Environments for humans brings together some of the webs most notable experts in content strategy and content marketing for an allnew, twoday online conference, the content strategy summit 2016. Im a veteran copywriter living and working in shanghai, and found the elements of content strategy buy direct from a book apart great food for thought in thinking long and hard about content, particularly in ways to talk with clients about what content is, who it serves and how to best leverage it in meeting business objectives. Though the creative process is unique to every business, plenty of tools can help with generating story ideas, organizing them into relevant content pieces, and getting them into the hands of your target audience. How to plan your blog content strategy for a whole year. Bring the experts to your desktop august 24august 25, 2016 from 9am to 4pm ct. The specifics of the role will depend on the business interests and the proposed strategy. Content strategy refers to the planning, development, and management of contentwritten or in other media.
Very often i find that books appearing in the empowermentpersonal growth field, or from various coaching disciplines, are nothing but fluffedup advertorials for the authors speaking career or seminars. Everything you say here about content and content strategy can apply equally to the creation of a book. Half the work is done by planning your blog content strategy for instance, during the covid crisis, i added a post in between my regular posting to highlight how online busineses can pivot their blogs to adapt to the pandemic when you see that a blog post has to go out in 7 days. To do content strategy, defined as the planning and leadership of content projects and. The truth is, without a strategy your content will never reach its full potential. Teaching reading in the content areas all means all. If you plan to work on the web, you need to understand the disciplines that work together to make websites. Continue with problems such as these until the students feel comfortable with addition.
Instead, our discipline rests on a series of core principles about what makes content eectivewhat makes it work, what makes it. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. The second edition provides a good general introduction to content strategy, with a deeper discussion of markup and tools than found in other introductory books. A content strategy is your publishing plan of action for what to create, how to create it, when to create it, and for whom to create it. Increase the amount and quality of open, sustained discussion of reading content. Why you are creating content, who you are helping, and how you will help them in a. You can also help your client plan additions to marketing content assets or add news in. The web is maturing and like any form of media that has gone before it that can mean only one thing. In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. This is unfortunate, because strategy is something that is critically relevant to. Resources the elements of content strategy a book apart. To do content strategy, defined as the planning and leadership of content projects and online publishing endeavors, is to.
From the roots of content strategy to its evolution through design and device advancement, learn how to plan, implement, and deliver great content. Plan for the publication and distribution of unique, relevant, and engaging content through the implementation of a content strategy. Learn about the 7 types of content to improve your content marketing campaign in this article. A strong content strategy boils down to creating the right type of content for your target audience. This comprehensive planner gives you a clear overview of your content strategy, walking you through the major elements to plan, execute, publish, and optimize your content. Plan for great content delivery, no matter the device typeand go responsive with confidence. Instead, our discipline rests on a series of core principles about what makes content effectivewhat makes it work, what makes it good. This brief guide explores content strategy s roots, and quickly and expertly demonstrates not only how its done, but how you can do it well.
Using content as part of a marketing strategy requires time, expertise, planning, and proper management. She speaks about content strategy at conferences all over the world, and she is always happy to come home to st. Stepbystep guidelines to customize and facilitate planners to implement the best strategic planning process to suit the particular nature and needs of their nonprofit. Together, do the following problems and say them like this adjust as you see fit, depending on other vocabulary words you use in the math classroom. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. Content strategy for the web, kristina halvorson the industry standard primer clout. Content strategy summit 2016 august 24august 25, 2016. Wellcrafted, regular content that meets the needs of your clients will build your brand, generate interest in your products or services, and create connections with your customers.
Your content marketing plan must include all of these content types and more. Erin kissane author of the elements of content strategy. Your content, now mobile content before platform adaptive content strategy and planning writing and editing. Richard sheffield, the web content strategists bible, georgia. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a content strategy. For other content strategy tools and templates, you might also check out the freely available tools from the content strategy alliance. The writing is professional, engaging, and uses the right amount of humour to keep things lively. Just over eight years ago, we published the third title in our collectiona book that would change the content strategy landscape for years to come. Allow the students to eat some of their cereal as soon as they write down the correct equation. Productbased content assets are updated in line with productservice improvements, ensuring the most current information is available on the website. The beginners guide to blogging and content strategy. The original edition of this book was published in 2002 and was the first book to specifically address content strategy as a discipline. She is the author of content strategy for the web, the host of the 5by5 podcast content talks, and the f ounder of confab. If facebook is a primary marketing channel for your company, that means proactive planning should be considered important to ensure the effectiveness of your efforts.
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