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Book Description
If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online.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:
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
About the Author
Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specializing in content strategy and writing for the web.
Widely recognized as one of the country’s leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.
In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.
Widely recognized as one of the country’s leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.
In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.
Inside This Book
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Most helpful customer reviews
7 of 7 people found the following review helpful
3.0 out of 5 stars
An Enterprise Prescription,
This review is from: Content Strategy for the Web (Paperback)
A very prescriptive and structured approached to writing content for the web. Those seeking to learn new practices may be disappointed as the majority of the book is focused on tools like audits and content inventory that would likely not be of much interest to a copy-writer. Halvorson makes a case for the emerging practice of content strategy specialists as a discipline separate from design and development, of which she is undoubtedly a pioneer.The key advice seems to be that less text is better, and Halvorson rightly identifies the problem of content bloat. One could easily argue that this, and many of the other suggestions in the book, may be common sense for anyone who builds or develops web sites. The book though is very accessible and perhaps perfect for those who don't build web sites for a living - but are responsible for its content. That however may limit its appeal to middle management and enterprise organizations. Targeting this audience may have been by design since larger organizations are the most likely to see the value in hiring a web content specialist firm like the one Halvorson leads. This book an excellent source to point to when justifying billable hours. This book is a left brained approach to content that creative types may find tiring to sift through. It is an absolute treasure for anyone who enjoys reading organizational manuals or business strategy papers. To its credit the author outlines at the start that readers should expect this experience. If you have a content problem this book may help you understand it, but isn't likely to be a very good guide to actually solving it.
0 of 4 people found the following review helpful
5.0 out of 5 stars
Much recommended!,
By
This review is from: Content Strategy for the Web (Paperback)
Excellent, easy to read step by step process to improve the content on your website.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.4 out of 5 stars (44 customer reviews) 76 of 82 people found the following review helpful
3.0 out of 5 stars
A solid book for content strategy NOT content creation,
By Roland King - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Content Strategy for the Web (Paperback)
First, while it may sound obvious, let me state that this book is primarily about content strategy; it is not a user's guide to developing quality Web content. I believe a few other reviews have misrepresented this book, so please consider this before purchasing.With that said, the book gives a very effective in-depth look at content strategy (or the lack thereof) for large corporations. However, there is quite a bit of repetition throughout the book, particularly in the beginning of each chapter. Halvorson also gives off a bit of a condescending tone in some of her writing, which can be a distraction. The book is really aimed toward an audience that is already aware of how to develop good Web content but needs assistance building a strategic plan to implement it. By far, the best chapter is Audit (4) which goes into great detail on how to audit your site's current content. The book is worth reading -- especially if you are in a large corporate setting -- but will not be completely useful if you are not adequately educated on how to create quality content. Before purchasing this, I recommend reading Janice (Ginny) Redish's "Letting Go of the Words." 21 of 23 people found the following review helpful
5.0 out of 5 stars
A remarkably compact and effective overview,
By James "James" - Published on Amazon.com
This review is from: Content Strategy for the Web (Paperback)
As a content strategist with 15 years of experience, for multinationals and smaller, national clients, I can say that every word in this compact, straightfoward guide rings true with my professional practice. Ms. Halvorson's ability to break the horribly messy world of global web content into its component parts, to present it in a concise, and yet personal and pleasant way, is nothing short of remarkable. If you are an editor, strategist, or another kind of content specialist, you can quickly gain an understanding of which processes, tools and knowledge are needed in every phase of planning, creating and governing content. If you are an executive or other person in charge of a web presence, this book will enable you to start gaining control of your content and making sure it's the best it can be. It will also give you the basis to make a case for content within your organization. Most organizations today are dominated by IT and visual design, with little or no expertise in the area of large-scale content development for interactive products like websites. I use this book to teach at the University of Rotterdam, to sharpen my own process, and to explain to clients what this business of international web content is all about. Where I go, it goes! Thanks, Ms. Halvorson!!!
16 of 17 people found the following review helpful
5.0 out of 5 stars
Content Strategy? Look no further.,
By Vivek V. Chandran "Viv-ache" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This book is concise and has meat. I read the entire book in one sitting. A total eye opener.I always knew Content was God, but this book puts a lot of structure and process around content, its creation and management. The author keeps the focus on strategy and doesn't deviate. If I had to abbreviate the learnings in this book, it would be: Content strategy process 1. Audit : Content Inventory: Title, URL, content What content do you have? (Text, PDF, Video, Audio, Forms) How is the content organized? (break it into sections, what does each section have) Who creates the content? Where does the content live? Qualitative audit : Is content accurate, useful, well written, user friendly, used by audience 2. Creation: What content to be created, Why Where will it come from How will it be structured Who will write it 3. Delivery: Who will review, edit, approve, load How will you deliver content (vehicles: website, blog, social media). Which tools will users use to get to the content? 4. Governance: Plans to add, update, archive The Editorial Strategy is also part of the mix. This involve values, voice, tone, legal and regulatory concerns. |
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