Simplify your content marketing strategy with a onepage plan. A great content marketer is always experimenting, always looking to the latest trends, and striving to stay on the cutting edge. Content marketing strategy, content strategy, and content plan. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. If you absolutely need more space, use legalsized paper or even an 11 by 17inch piece. When you write a large block of text, you break it apart into shorter paragraphs, sentences, or bullet points. Erin kissane author of the elements of content strategy. Now its time to download that template and see what story your content strategy is trying to tell. The book also does a good job presenting strategy in ways that undergraduate students, in particular, will find relevant. Joe is a solid content creator, and hes a great example of what it means to not only build. Most of marketing is, in turn, derived from rhetoric. The elements of content strategy is available to read for free. Why you are creating content, who you are helping, and how you will help them in a.
O we called this ebook a practical guide for a very simple reason. Most strategy textbooks tend to gravitate towards concepts and models that have a relatively long shelf life, and this one is no exception. Secondly, theres no better way to test which topics resonate with your readers than by producing brief sections of content about them prior to committing to writing a full book. The term has been particularly common in web development since the late 1990s. Information architecture is a subset of content strategy. Content strategy needs a name, because its activities and deliverables are often overlooked and undervalued.
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. We cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. 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. This isnt a content strategy book slotted into their lineup. There is a better way, though, than struggling your way through. Content strategy plans for the creation, publication, and governance of useful, usable. Okay, now lets get to what your content strategy truly is.
Bread and butter content, no matter how boring, is the mainstay of your content strategy. A compelling read for both experienced content strategists and those making the transition from other fields. A short book for content strategists and managers on implementing a complete content strategy in wordpress. We have to be experts in all aspects of communication in order to do this effectively. A book apart publishes detailed, meticulously edited examinations of single topics. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. Unless the planet gets hit by a comet, this trend is unlikely to reverse. The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. For example, when you notice that only 41% of organizations have clearly set out their content strategy, you might create a guide that walks readers through building a content strategy, step by step. E books are one of the most popular forms of longform content, but feel free to explore different options. You can utilize the content strategy template provided by moz.
In the awareness stage, a good premium content offer might be an e book about the problem you solve. These nine books focus on timeless content marketing principles. This is a sample chapter from erin kissanes book the elements of content strategy. That said, i dont really care what you call yourself. This is a great question, and there are lots of answersno two alike. Its going to be called the elements of content strategy, and it will be published by a book apart in early 2011 if a book apart hadnt been interested in this project, it wouldnt be happening. Get 14 days of the best marketing automation platform totally free no credit card, no obligation. Neither is it a tutorial, a workbook, or a gallery of deliverables. To understand the full scope of what content strategy can doand to understand why it isnt just editing or another word for marketing, lets take a look at the professions that have laid the groundwork for our practice.
If theres one thing that sets an average content marketing strategy apart from an outstanding content marketing strategy, its that the latter one understands the. Just over eight years ago, we published the third title in our collectiona book that would change the content strategy landscape for years to come. And, with any luck, theyll refer you to their friends. Within two months of releasing the first comic book, about 20% of their target. Content strategy refers to the planning, development, and management of content written or in other media. The elements of content strategy by erin kissane goodreads. Erin kissanes book, as a primer on content strategy, will provide you with a short as an information architect, ive. And what does the content renaissance mean for you. Content strategy is not a subset of marketing, but marketing is one possible application of content strategy, and we derive many common content strategy methods and practices from marketing.
But before ux and content strategy walk handinhand off into the sunset, we should. Why writing a book is the best content strategy youve. This, my friend, is one of the greatest examples of content marketing of all time. The important thing is to keep it to a single page that can be easily shared to maximize its impact and usefulness with executives and content creators. Youll just have to invest more energy into it to stand apart from the crowd. Sadly, many designers dont understand the difference between design and art direction.
In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Throughout her book, content strategy for the web, kristina halvorson. We asked leaders around the internet of things ecosystem for their best practices when it comes to delivering content through this stillemerging tech. The elements of content strategy, designing for emotion, mobile first, demystifying public speaking paperbacks are currently out of stock and will not be included in your order. Standards 100150 pages, available in paperback and ebook and briefs 5070 pages, available in ebook and printondemand. Adapt your workflow to a world of emerging devices, platforms, screen sizes, and resolutions. In content strategy, there is no playbook of generic strategies you can pick from.
Orbital content, an article from a list apart, points out that website content is being pulled into a variety of other containers. As such, it is in the public domain, and under the provisions of title 17, united states code, section 105, it may not be. This content marketing strategy template fits on one side of standard printer paper. Before you begin writing and exploring different content types and formats, its important to understand who youre writing content for. A list of examples of content marketing mistakes and how to fix them. Many content strategy books, articles, and posts assume the need for persuasion. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart, 2011, published today. Content strategy is a young field, but it has evolved from professions that are anything but new. Erin kissanes the elements of content strategy stands the test of time in any formatprint or digitaland now, were beyond delighted to make it available on the web. For example, while personalized emails have been around forever dear coolin, its now estimated that some 45% of. If you want to write content that sets you apart from the crowd. Ken is a product director for the associated press, responsible for the strategy and rollout of text and multimedia products. Ive been using that definition for a while now, and it seems to help people. We are delighted to present the third volume in the a book apart series.
Once youre confident in the strategy youre presenting, youll have the complete attention of every executive in that conference room. The classic writers handbook, this gives you the golden rule for writing and. This is why its easy to assume that someone else is capable of doing or getting the content. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. The 10 biggest challenges youll face in content marketing no one is immune, but you can be prepared start your free activecampaign trial. One of the best ways to do that is to see what other companies are doing and figure out what works best and what doesnt. This brief guide explores content strategy s roots, and quickly and expertly demonstrates not only how its done, but how you. A book apart, read the elements of content strategy book. Buy products related to content strategy products and see what customers. 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. Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better.
Case studies, realworld examples and practical approaches you can adopt. User experience design includes everything, content or otherwise. Id like to propose that, in fact, there are far too many aspects. Moreover, what made it hard to get through even such a short book was the dry prose. Instead, lets assume that there are a number of contentrelated disciplines that deserve their own definition, by turn.
Even if it doesnt bring the astronomical conversions most marketers boast about, dont drop it just yet. Explore content strategys roots, and quickly learn not only how its done, but how. The elements of content strategy a book apart, 2011, by erin. At its core, your content marketing strategy is your why. To handle the demands of content creation, marketers have. This opens the door for you to leverage your premium content offers in order to build email lists. Content strategy functions should be folded into information architecture like blueberries into muffin batter. Erin kissane wrote a book about content strategy and youre reading quotes. Introduction the elements of content strategy a book apart. If you are running out of ideas to generate daily content, think of lateral ideas that might not be seemingly connected but can help the end user. This is a good introduction to content strategy, with excellent case study examples. Whitepapers, longform blog posts or even lengthy podcasts can all allow you to dive. Mastering strategic management open textbook library. Simply put, the technology in this space is far outpacing the design practice.
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. How to align content marketing with the buyers journey. If you plan to work on the web, you need to understand the disciplines that work together to make websites. It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business analysis, digital marketing, and technical. In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. My new book, the elements of content strategy, was published in march of 2011 by a book apart. Just as ux people took up the torch around content strategy years ago, there is a watershed moment quickly approaching for personalization strategy. A lot more strategy goes into planning for premium content, as you want to map your content to your buyers journey. And it is emphatically not an exhaustive compendium of everything we know about content work. The related a book apart brief books for people who design, write, and code is. That way they can produce the best kind of content for the voice and image of their brand.
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