Content strategy for the web

If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online.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 "

if Your Website Content Is Out Of Date, Off-brand, And Out Of Control, You're Missing A Huge Opportunity To Engage, Convert, And Retain Customers Online.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

Cover......Page 1 Contents......Page 7 Acknowledgments......Page 5 Before We Begin.........Page 10 LEARN......Page 13 1 SOLUTION......Page 15 2 PROBLEM......Page 25 3 DISCIPLINE......Page 41 PLAN......Page 55 4 AUDIT......Page 57 5 ANALYSIS......Page 71 6 STRATEGY......Page 93 CREATE......Page 121 7 WORKFLOW......Page 123 8 WRITING......Page 135 9 DELIVERY......Page 145 GOVERN......Page 155 10 MEASUREMENT......Page 157 11 MAINTENANCE......Page 165 12 PARADIGM......Page 173 Content Strategy Reading List......Page 185 About the Author......Page 186 About the Technical Editor......Page 187 C......Page 188 F......Page 189 O......Page 190 T......Page 191 Y......Page 192 Describes the value of content strategy, discusses how to audit and analyze content, and looks at ways to maintain content over time