This is a sample chapter from karen mcgranes book content strategy for mobile. 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. How to make a video content marketing strategy that will. Both are the perfect size for topics ranging from technical to theory. Karen mcgrane has helped businesses create better digital products through the power of user experience design and content strategy for the past twenty years. Content strategy plans for the creation, delivery, and governance of content your audiences actually care about. 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.
Content marketing works best when you plan for its success. More than likely, youll read a section of this book, put it down, work on your content strategy, pick up the book, and repeat. Basic principles read this chapter online the craft of content strategy. Many content strategy books, articles, and posts assume the need for persuasion. Your content needs a metadata strategy story needle. The writing is professional, engaging, and uses the right amount of humour to keep things lively. 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.
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. Marketing strategy, content strategy, content plans, oh my. 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. 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. Chapter 2 elements of content strategy a book apart. How to plan an effective content strategy to quadruple. Content strategy for the web touched off the explosive growth of content strategy and its recognition as a critical field of practice. Ironically, i found this primer on content strategy, the elements of content strategy by erin kissane, lacking in both content and strategy. Why you are creating content, who you are helping, and how you will help them in a. To do content strategy, defined as the planning and leadership of content projects and online publishing endeavors, is to run point. Content strategy refers to the planning, development, and management of contentwritten or in other media. My new book, the elements of content strategy, was published in march of 2011 by a book apart. Erin kissanes book, as a primer on content strategy, will provide you with a short as an information architect, ive.
A book apart publishes detailed, meticulously edited examinations of single topics. A book apart the elements of content strategy designing the. Standards 100150 pages, available in paperback and ebook and briefs 5070 pages, available in ebook only. This should prevent you from spending hours each day planning your content by providing you with a content calendar that you simply follow. And what does the content renaissance mean for you. Plan tactics and channels to make your content marketing a success.
The series of a book apart volumes are always well worth reading, and karen mcgranes content strategy for mobile is especially worth your time. Developing a content strategy content marketing institute. Instead, our discipline rests on a series of core principles about what makes content effectivewhat makes it work, what makes it good. But if you want to develop a cohesive sales strategy for groups and meetings, you need to consider many complex factors.
Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. 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. Science of influential web content, colleen jones not just. Content marketing strategy at its core, your content marketing strategy is your why. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart, 2011, published today. 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. To make things more difficult, it seems that for some, content strategy is merely the latest in a sad parade of meaningless buzzwords. The 33 strategies of war, the 48 laws of power by robert greene. The elements of content strategy brief books for people. 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. Map out every part of your strategy in one place complements this guide. Neither is it a tutorial, a workbook, or a gallery of deliverables. How to plan your blog content strategy for a whole year and.
Content strategy plans for the creation, publication, and. How to write a content marketing strategy w template. Mar 08, 2011 in the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Choose from tracks in content strategy, data science and analytics, and learning design. 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. From the roots of content strategy to its evolution through design and device advancement, learn how to plan, implement, and deliver great content. Its a proliferation of devices, platforms, and screensizes from the tiniest dumb phones to the desktop web. The content wrangler content strategy series xml press. O by the end of this process, youll find that youve filled up most of your calendar with detailed plans for content. 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. Foreword 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. Usually, content is considered to be a last mile activity. Measure your performance and understand if your efforts are successful.
Necessarily, the content strategist must work to define not only. Creating the calendar is the best part in this process. All right, now that weve covered the caveats, lets look at how to write this content marketing strategy. Your side project as insurance policy a list apart.
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. We cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. When you write a large block of text, you break it apart into shorter paragraphs. I provide prepackaged services and handle bespoke projects.
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. Content strategy for the web, kristina halvorson the industry standard primer clout. Are an interaction designer or information architect and want to expand your niche a bit. Sep 22, 2016 he has written forty six books, including the best seller marketing plans. 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. In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Of course, i am biased because i trained under robert. In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane.
How to plan your blog content for a whole year and crush it. 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. 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. Planning is an essential skill for content strategists, who often do quite a bit of research within organizations to examine workflow, standards. Our simplicity and usability really set us apart from the crowd. Learn how to introduce it into your organization and climb the content mountain, step by step. How to plan your blog content strategy for a whole year. An editorial calendar can help keep your content in balance. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. We are delighted to present the third volume in the a book apart series. 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. While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy.
Weaving localization issues into a content strategy. Jun, 2018 marketing strategy, content strategy, content plans, oh my. The elements of content strategy a book apart, 2011, by erin kissane. Every brand, every company, every business needs to tell a story to set it apart from the rest. Bring the experts to your desktop august 24august 25, 2016 from 9am to 4pm ct. A book apart the elements of content strategy designing. The key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesnt. Erin kissane author of the elements of content strategy. Use features like bookmarks, note taking and highlighting while reading the one hour content plan. The elements of content strategy brief books for people who.
You have the elements of content strategy to light your way. Most strategy is still driven out of marketing and it departments. 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. It has also been called a repeatable system that defines the entire editorial content development process for a website development project. Our ebooks support kindle, ibooks, nook and most other readers and devices.
Why you are creating content, who you are helping, and how you will help them in a way no one else can. And it is emphatically not an exhaustive compendium of everything we know about content work. Moreover, what made it hard to get through even such a short book was the dry prose. Introduction the elements of content strategy a book apart. The first section of this book is organized around these fundamentals. To do content strategy, defined as the planning and leadership of content projects and. You dont get to decide which platform or device your customers use to access your content. Til then, make do with my book, content strategy for the web. Ive collected over two hundred of the best content strategy resources below. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different.
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. With all that knowledge youll be able to build the perfect linkedin marketing strategy for your business. There was real fear of criticizing their content and so alienating any of the numerous constituents who had spent their valuable time producing them. Mobile isnt just smartphones, and it doesnt necessarily mean you are on the move. How to set up an effective content marketing strategy. The content wrangler content strategy book series from xml press gives business professionals a road map for success. Plan for great content delivery, no matter the device typeand go responsive with confidence. The ultimate 10 step guide to plan and write your book wtd. The elements of content strategy by erin kissane goodreads. Strategically create content that establishes your business as an expert in your industry. How to write a content marketing strategy stepbystep. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Storynomics is the boost you need to write that narrative.
How to build the best linkedin marketing strategy for your. Sep 17, 2019 how can scripted help with my content strategy. 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. You can utilize the content strategy template provided by moz. 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. Northwesterns online ms in information design and strategy.
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. Here are a few ideas to consider in your video content marketing strategy. Brief books for people who design, write, and code. Also plan to distribute your video in as many places as you can to reach your audience. Content strategy has been described as planning for the creation, publication, and governance of useful, usable content. 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. 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. Making strategic planning work educational leadership. I offer media, marketing and management consulting services for global businesses and nonprofits.
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. The scope of your marketing plan varies depending on its purpose or the type of organization its for. This book is not an argument for the importance of content strategy. Content strategy plans for the creation, publication, and governance of useful, usable content. 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. Both are the perfect size in terms of subject depth and coverage for topics ranging from technical to theory.
In the plethora of marketing jargon, what is your content plan and where does it fit among everything else. This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its done, but how you can do it well. Read andrew maiers complete beginners guide to content 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. She also cites metadata strategy in her widely read book on content strategy. Unless the planet gets hit by a comet, this trend is unlikely to reverse. There is a better way, though, than struggling your way through. Adaptive content get your content ready to go anywhere because its going to go everywhere.
Keep an eye out for the march 8 release of erin kissanes brilliant the elements of content strategy from a book apart. Content strategy summit 2016 august 24august 25, 2016. The 21 best social media marketing books every strategist. New and experienced content strategists alike turn to these books to learn the essentials of content strategy. Social media planning and publishing tool contentcal. The practice of content strategy gives us tools and processes that can help bring order out of your content chaos. From elements of content strategy, erin kissane, a book apart, 2011. Standards 100150 pages, available in paperback and ebook and briefs 5070 pages, available in ebook and printondemand. The term has been particularly common in web development since the late 1990s.
Document your entire marketing plan using this free outline. 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. Whats in this book this book is not an argument for the importance of content strategy. Nonetheless, these annual plans, like the hundreds ive seen since then, were approved pro forma. Stage one of any great content strategy is the plan. A compelling read for both experienced content strategists and those making the transition from other fields. Jan 17, 2011 a lot depends on who you are and what sort of content strategy youre interested in. 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. Jan 14, 2014 in the olden days of marketing, we talked about positioning statements, the 4 ps, marketing plans, branding, etc. Each volume provides practical advice, best practices, and lessons learned from the most knowledgeable experts in that field. If youre a seasoned professional or just getting started, meghans experience guides you through complex, challenging projects. Even for someone who is very interested in content online and otherwise this was just too boring, i am sorry to say. Kristina halvorson author, content strategy for the web ceo, brain traffic.
Its good to check what your competitors are doing once in a while so you can set yourself apart from them. In my copy, the first four chapters are covered in notes. 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. Readings from classical times to the present, new york. So youre on board with content marketing and are excited to get started. I craft beautifully useful, connected ecosystems that grow businesses and build enduring relationships between brands and humans. A list apart explores the design, development, and meaning of web content, with a special focus on web standards and best practices. For a more hardcore approach and a consideration of the ethics and principles of rhetoric, try these starting points. Content marketing strategy, content strategy, and content plan. Instructional qualityand levels of achievementwere typically unaffected by any of these. The content strategy toolkit is a great resource for helping you to align stakeholders and take control of your content. In this post, well dive into the nuances of selling group space in your hotel. But if i had not, these books still would have given me a priceless education as they have for millions of other people. 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.