You can utilize the content strategy template provided by moz. In the plethora of marketing jargon, what is your content plan and where does it fit among everything else. Content strategy plans for the creation, publication, and. Read andrew maiers complete beginners guide to content strategy. To do content strategy, defined as the planning and leadership of content projects and online publishing endeavors, is to run point. Science of influential web content, colleen jones not just. Content strategy plans for the creation, delivery, and governance of content your audiences actually care about. How to plan your blog content strategy for a whole year and.
Methods, guidelines, and templates for getting content right five stars, because i believe it to be a practical, essential part of a content strategy bookshelf, and a strong orientation to anybody getting into the field. Adaptive content get your content ready to go anywhere because its going to go everywhere. 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. Download it once and read it on your kindle device, pc, phones or tablets. Introduction the elements of content strategy a book apart. Instead, our discipline rests on a series of core principles about what makes content effectivewhat makes it work, what makes it good. The writing is professional, engaging, and uses the right amount of humour to keep things lively. Most strategy is still driven out of marketing and it departments.
Content strategy needs to get past its dark continent reputation, or live forevermore as the herebedragons squiggle on the edge of the user experience design map. 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. Mar 08, 2011 in the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Jan 14, 2014 in the olden days of marketing, we talked about positioning statements, the 4 ps, marketing plans, branding, etc. 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. Jan 17, 2011 a lot depends on who you are and what sort of content strategy youre interested in. Kristina halvorson and melissa rach describe a model for covering the essential elements of a content strategy in their book content strategy for the web. And it is emphatically not an exhaustive compendium of everything we know about content work. Kristina halvorson author, content strategy for the web ceo, brain traffic. Kristina halvorsons content first talk at an event apart in chicago prescribed ways and reasons not to leave content creation to the last step of a web site design project. Content marketing strategy, content strategy, and content plan.
Also plan to distribute your video in as many places as you can to reach your audience. Erin kissanes book, as a primer on content strategy, will provide you with a short history of the field, the kinds of skillsets that are adjacent to content strategy, the kinds of work that content strategists do, and the kinds of pitfalls to look out for as a content strategist. The series of a book apart volumes are always well worth reading, and karen mcgranes content strategy for mobile is especially worth your time. But if i had not, these books still would have given me a priceless education as they have for millions of other people. It has also been called a repeatable system that defines the entire editorial content development process for a website development project. A book apart publishes detailed, meticulously edited examinations of single topics. Contentcal was created by a team of social media professionals with the aim to simplify the entire content creation process from planning and ideation, to approval and publishing. Content strategy is rising because organizations all over the world have begun to realize that they desperately need it to handle their rapidly expanding online communications.
We are delighted to present the third volume in the a book apart series. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart, 2011, published today. Standards 100150 pages, available in paperback and ebook and briefs 5070 pages, available in ebook only. The term has been particularly common in web development since the late 1990s. How to set up an effective content marketing strategy. Jun 29, 2018 this book is for the social media marketers who understands that content is king, and the days of delivering ad after ad are gone. More than likely, youll read a section of this book, put it down, work on your content strategy, pick up the book, and repeat. Usually, content is considered to be a last mile activity. The elements of content strategy brief books for people. From the roots of content strategy to its evolution through design and device advancement, learn how to plan, implement, and deliver great content. Whats in this book this book is not an argument for the importance of content strategy. Your content needs a metadata strategy story needle. This book is not an argument for the importance of content strategy. While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy.
This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its done, but how you can do it well. Making strategic planning work educational leadership. Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. Amazingly, this second edition doesnt just keep up. The first section of this book is organized around these fundamentals. Basic principles read this chapter online the craft of content strategy.
Content strategy plans for the creation, publication, and governance of useful, usable content. Chapter 2 elements of content strategy a book apart. To succeed at content marketing, make sure that you create a blog article lineup and optimize it with a winning content marketing strategy to build your audience online. A list apart explores the design, development, and meaning of web content, with a special focus on web standards and best practices. Mobile isnt just smartphones, and it doesnt necessarily mean you are on the move. How to make a video content marketing strategy that will. How to plan an effective content strategy to quadruple. Foreword the elements of content strategy a book apart.
Keep an eye out for the march 8 release of erin kissanes brilliant the elements of content strategy from a book apart. The ultimate 10 step guide to plan and write your book wtd. Taking the shift to mobile as a focus for improving content for everyone, she makes the case that you need make sure that your content works on mobile, and sooner rather than later. I offer media, marketing and management consulting services for global businesses and nonprofits. Every brand, every company, every business needs to tell a story to set it apart from the rest. Content marketing works best when you plan for its success. Marketing strategy, content strategy, content plans, oh my. To do content strategy, defined as the planning and leadership of content projects and.
People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. Karen mcgrane has helped businesses create better digital products through the power of user experience design and content strategy for the past twenty years. Necessarily, the content strategist must work to define not only. Readings from classical times to the present, new york. Apr 04, 2016 from understanding the business value of content to making smarter decisions about what content to use and when, this book is a delight to read. This is a sample chapter from karen mcgranes book content strategy for mobile.
Strategically create content that establishes your business as an expert in your industry. Til then, make do with my book, content strategy for the web. All right, now that weve covered the caveats, lets look at how to write this content marketing strategy. The elements of content strategy by erin kissane goodreads. The elements of content strategy brief books for people who. From elements of content strategy, erin kissane, a book apart, 2011. A book apart the elements of content strategy designing the. If youre a seasoned professional or just getting started, meghans experience guides you through complex, challenging projects. Moreover, what made it hard to get through even such a short book was the dry prose. Creating the calendar is the best part in this process. May 31, 2017 yet almost a decade ago, kristina halvorson explicitly cited metadata strategy as one of a number of contentrelated disciplines that deserve their own definition in her seminal a list apart article, the discipline of content strategy. Content strategy has been described as planning for the creation, publication, and governance of useful, usable content. 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.
Content strategy summit 2016 august 24august 25, 2016. And what does the content renaissance mean for you. Measure your performance and understand if your efforts are successful. 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. Planning is an essential skill for content strategists, who often do quite a bit of research within organizations to examine workflow, standards. The content strategy toolkit is a great resource for helping you to align stakeholders and take control of your content. In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Before you dive right in to writing all the things, its important to take some time to get your content strategy in order so all your best efforts can reap the maximum rewards. Why you are creating content, who you are helping, and how you will help them in a. Content strategy for the web, kristina halvorson the industry standard primer clout.
Document your entire marketing plan using this free outline. Erin kissane author of the elements of content strategy. New and experienced content strategists alike turn to these books to learn the essentials of content strategy. Ive collected over two hundred of the best content strategy resources below. Our ebooks support kindle, ibooks, nook and most other readers and devices.
The scope of your marketing plan varies depending on its purpose or the type of organization its for. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. How to write a content marketing strategy w template. Content strategy refers to the planning, development, and management of contentwritten or in other media. So youre on board with content marketing and are excited to get started. With all that knowledge youll be able to build the perfect linkedin marketing strategy for your business. She also cites metadata strategy in her widely read book on content strategy. The elements of content strategy a book apart, 2011, by erin kissane. My goal is to make it easy for you to learn about the field of content strategy, find content strategists and blogs to follow, and, hopefully, start contributing to our community.
The solopreneurs guide to a years worth of blog post ideas in 60 minutes and creating content that hooks and sells kindle edition by kothand, meera. There is a better way, though, than struggling your way through. Brief books for people who design, write, and code. In my copy, the first four chapters are covered in notes. For a more hardcore approach and a consideration of the ethics and principles of rhetoric, try these starting points. In this post, well dive into the nuances of selling group space in your hotel. Plan for great content delivery, no matter the device typeand go responsive with confidence. Jun, 2018 marketing strategy, content strategy, content plans, oh my. Weaving localization issues into a content strategy.
Here are a few ideas to consider in your video content marketing strategy. Necessarily, the content strategist must work to define not only which content will be published, but why were publishing it in the first place. For example, you could create a marketing plan that provides an overview of a companys entire marketing strategy, or simply focus on a specific channel like seo, seo writing, social media marketing, content marketing. Its a proliferation of devices, platforms, and screensizes from the tiniest dumb phones to the desktop web. Plan tactics and channels to make your content marketing a success. A compelling read for both experienced content strategists and those making the transition from other fields. Map out every part of your strategy in one place complements this guide. Erin kissanes book, as a primer on content strategy, will provide you with a short as an information architect, ive. You have the elements of content strategy to light your way. Two books every content strategist should own are content strategy for the web by kristina halvorson and melissa rach and the content strategy toolkit by meghan casey.
Northwesterns online ms in information design and strategy. When you write a large block of text, you break it apart into shorter paragraphs. Some pundits and bloggers might claim that these concepts and practices are obsolete and have been replaced with content marketing, social media, marketing automation, seo, sem, and so on. Content strategy for the web touched off the explosive growth of content strategy and its recognition as a critical field of practice. How to plan your blog content strategy for a whole year. Instructional qualityand levels of achievementwere typically unaffected by any of these. You dont get to decide which platform or device your customers use to access your content. Jan 01, 2010 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. Why you are creating content, who you are helping, and how you will help them in a way no one else can. I provide prepackaged services and handle bespoke projects.
How to write a content marketing strategy stepbystep. To do content strategy, defined as the planning and leadership of content projects and online publishing endeavors, is to. Use features like bookmarks, note taking and highlighting while reading the one hour content plan. Each volume provides practical advice, best practices, and lessons learned from the most knowledgeable experts in that field. You need an operational plan that outlines all the insights, actions, people, and procedures necessary to take your content marketing program from a lofty strategic ideal to a fully functional and productive content marketing engine. The practice of content strategy gives us tools and processes that can help bring order out of your content chaos. Learn how to introduce it into your organization and climb the content mountain, step by step. We cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. You can either do this digitally via trello or wordpress calendar, or get down and dirty with a physical planner and some colorful pens and stickers. Bring the experts to your desktop august 24august 25, 2016 from 9am to 4pm ct. Are an interaction designer or information architect and want to expand your niche a bit.
The content wrangler content strategy book series from xml press gives business professionals a road map for success. Neither is it a tutorial, a workbook, or a gallery of deliverables. I craft beautifully useful, connected ecosystems that grow businesses and build enduring relationships between brands and humans. Sep 22, 2016 he has written forty six books, including the best seller marketing plans.
A book apart the elements of content strategy designing. My new book, the elements of content strategy, was published in march of 2011 by a book apart. How to build the best linkedin marketing strategy for your. Choose from tracks in content strategy, data science and analytics, and learning design.
Developing a content strategy content marketing institute. Stage one of any great content strategy is the plan. O by the end of this process, youll find that youve filled up most of your calendar with detailed plans for content. But if you want to develop a cohesive sales strategy for groups and meetings, you need to consider many complex factors. Standards 100150 pages, available in paperback and ebook and briefs 5070 pages, available in ebook and printondemand. Unless the planet gets hit by a comet, this trend is unlikely to reverse. Of course, i am biased because i trained under robert. Even for someone who is very interested in content online and otherwise this was just too boring, i am sorry to say. Kristina halvorson, founderceo of brain traffic, states in a list apart that content strategy plans for the creation, publication, and governance of useful, usable content i think the word plans plays a key role in that definition.
To make things more difficult, it seems that for some, content strategy is merely the latest in a sad parade of meaningless buzzwords. Social media planning and publishing tool contentcal. The 21 best social media marketing books every strategist. Our simplicity and usability really set us apart from the crowd. This should prevent you from spending hours each day planning your content by providing you with a content calendar that you simply follow. Storynomics is the boost you need to write that narrative. Your side project as insurance policy a list apart. Content marketing strategy at its core, your content marketing strategy is your why. 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 goal of every title in our catalog is to shed clear light on a tricky subject, and do it fastso you can get up to speed and back to work. Nonetheless, these annual plans, like the hundreds ive seen since then, were approved pro forma.
Its good to check what your competitors are doing once in a while so you can set yourself apart from them. Both are the perfect size in terms of subject depth and coverage for topics ranging from technical to theory. Once youve done the research, become one with your brand and your customer, designed a rock solid content strategy that will set the content marketing world on fire and make you the envy of the entire internet, youll still need the key ingredient to the secret sauce writers. An editorial calendar can help keep your content in balance. Both are the perfect size for topics ranging from technical to theory. Sep 17, 2019 how can scripted help with my content strategy. Many content strategy books, articles, and posts assume the need for persuasion. In her presentation at an event apart in san francisco, ca 2011 kristina halvorson talked about how to integrate content strategy into a typical web design worksflow. How to plan your blog content for a whole year and crush it.