9780134105109

In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face. In this practical and relevant guide, you’ll learn how to: Identify problems with your content and persuade your bosses it’s worth the time and resources to do it right Make sense of your business environment and understand your audience Get stakeholders aligned on business goals and user needs Set your content strategy and decide how to measure success Create, maintain, and govern on-strategy content You’ll learn to control your content–and not have it control you.

Meghan Casey was one of the first content strategists at Brain Traffic, the world’s leading agency devoted exclusively to content. She helps a wide variety of clients–start-ups, nonprofits, colleges and universities, Fortune 50 companies, and everything in between– solve the messy content problems most organizations encounter every day. She has also helped The Nerdery, a software development shop, build content strategy into their user experience practice. Based in Minneapolis, she is a regular trainer and speaker on content strategy topics. She has been working with content and communications since 1996 after receiving her degree in writing from Concordia College. She also holds a master of arts in nonprofit management from Hamline University.

Section I: Get Budget and Buy-in

Chapter 1: Identify the Problems and Opportunities

Chapter 2: Convince Leaders and Get the Resources

Section II: Set Up for Success

Chapter 3: Get Stakeholders On-board

Chapter 4: Set and Align on Project Objectives

Chapter 5: Run the Project

Section III: Dig In and Get the Dirt

Chapter 6: Understand Your Business Environment

Chapter 7: Learn About Your Audience and Users

Chapter 8: Get Familiar With Your Content

Chapter 9: Review Roles and Processes

Chapter 10: Put it all together

Section IV: Articulate Your Strategy

Chapter 11: Create a Content Compass

Chapter 12: Decide How You’ll Measure Success

Chapter 13: Define Content Roles, Responsibilities, and Processes

Chapter 14: Design Your Content

Section V: Put Your Strategy Into Action

Chapter 15: Create On-strategy Content

Chapter 16: Make Sure It’s Working

Chapter 17: Maintain Your Content Over Time

Chapter 18: Plan for New Content

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Content Strategy Toolkit, The Methods, Guidelines, and Templates for Getting Content Right

Content Strategy Toolkit, The Methods, Guidelines, and Templates for Getting Content Right

0134105109

Summary

Author Biography

Table of Contents

Supplemental Materials

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