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Content Strategy for the Web

Paperback Engels 2012 9780321808301
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Samenvatting

Wanneer u nuttige en bruikbare online content levert zullen uw klanten tevreden zijn en bij u terugkomen. Maar hoe kunt u problemen met deadlines, slinkende budgetten, conflicterende agenda's voorkomen. In dit boek leert u onder andere hoe u content strategie in begrijpelijke taal kunt uitleggen, content goed kunt analyseren en hoe u slimmer beslissingen kunt nemen over de opzet en het maken van content.

Specificaties

ISBN13:9780321808301
Taal:Engels
Bindwijze:paperback
Aantal pagina's:197
Druk:2
Verschijningsdatum:20-3-2012

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Zeer goed Goed Voldoende Matig Slecht

Over Kristina Halvorson

Kristina Halvorson is widely recognized as one of the country's leading Web content strategists. For more than a decade, Kristina has led content projects for hundreds of websites across dozens of industries. She is a passionate advocate for Web content strategy and speaks regularly on the topic to audiences around the country. As president of Brain Traffic, Kristina oversees the agency's three core service offerings: Web content strategy, information architecture, and writing for Web sites. Brain Traffic content experts collaborate closely to make Web site content more useful, usable, consistent, and contextual. Kristina is a past president of the Minnesota Interactive Marketing Association (MIMA), one of the country's largest and most active IMAs. Her professional background includes marketing, sales, public relations, and playwriting. When she's not running around the country trying to annihilate bad Web copy, Kristina can be found in St. Paul, Minnesota, chasing after her two kids and enjoying the weather year-round.

Andere boeken door Kristina Halvorson

Over Melissa Rach

Melissa Rach is vice president of content strategy at Brain Traffic. She leads a team of consultants that continues to evolve content strategy process and core tools, help­ing clients tackle messy content problems every day. Her methodologies have been taught at universities nationwide and recognized in books and blogs for more than a decade. Melissa lives in Minneapolis with her family and names her pets after punc­tuation marks.

Andere boeken door Melissa Rach

Inhoudsopgave

Foreword: The Rapid Rise of Content Strategy at Facebook and Beyond (Sarah Cancilla, Facebook)
Before We Begin

Reality
1. Now
-Hit the ground running
2. Problem
-Why does your content (still) suck?
3. Solution
-Content strategy to the rescue

Discovery
4. Alignment
-Down with silos, up with people
5. Audit
-Take a close-up look at your current content
6. Analysis
-Your content lives in a complicaties world

Strategy
7. Core
-Core strategy: the center of it all
8. Content
-Substance and structure: the stuff they come for
9. People
-Workflow and governance: the path to victory

Succes
10. Persuasion
-Making the case for content strategy
11. Advocacy
-Get out there and do something
12. Hero
-Save the content, save the world

Content strategy reading list
Acknowledgments
About the authors
About brain Traffic

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        Content Strategy for the Web