The Elements of Content Strategy
Erin Kissane
Language: English
Pages: 62
ISBN: B004ZRFJ4G
Format: PDF / Kindle (mobi) / ePub
With brevity, clarity, and good humor, Erin Kissane explores the roots of content strategy—where it came from, why it matters, and how to do it well.
FrontPage 2003 All-in-One Desk Reference For Dummies
Build Your Own Website The Right Way Using HTML & CSS (2nd Edition)
producers, photograph collections, existing multimedia, production resources like studio time, and so on. Finally, this is the time to: • conduct any search-engine and traffic analysis indicated during project definition, • do any usability or accessibility reviews appropriate to the project, and • document the current state of applicable internationalization, localization, and translation initiatives. You may find that you’re able to integrate some or all of these processes into the content
way to pump out large quantities of content, rather than because it meets demonstrated user needs. And since resources are finite, tactics that don’t serve user needs divert resources from tactics that do. Like blogging, content curation can be a useful component of a larger content plan, but over time, it requires substantial quantities of time and attention. Getting it done So! To summarize, content development is tricky and takes time and money. But there are plenty of things you can do to
producers, help them set up in-person, telephone, or email interviews for collecting the information needed to write the content. Plan on more than one round of interviews, as the first round almost always raises as many questions as it answers. • After that, plan on a factual review of the final content by the expert in question to make sure that their information has come through intact. Experts who speak only jargon or who aren’t especially good communicators can still do factual reviews, and
Elizabeth McGuane, Tim Meaney, Craig Mod, Elizabeth Schlatter, Randall Snare, Carolyn Wood, Rich Ziade, and the people I’ve forgotten, unforgivably, to list. I owe special thanks to Colleen Jones and Tiffani Jones Brown for their careful reading and wise advice, and to Robert, Athena, and Wil for being born. And thanks beyond thanks to PJ, for reading one million drafts, talking me down from the highest bookshelf, and making my life so much fun. AC K N OW L E D G E M E N T S 75 RESOURCES
discover which content is in fact needless; traffic analysis, user research, and editorial judgment should all play a role. You may also wish to begin with a hit list of common stowaways: • Mission statements, vision statements, and core values. If the people within your organization are genuinely committed to abstract principles, it will show in what they do. The exception is the small number of organizations for whom the mission is the product, as is the case with many charities. Even then,