The Elements of Content Strategy

By Erin Kissane

With brevity, readability, and sturdy humor, Erin Kissane explores the roots of content material strategy—where it got here from, why it issues, and the way to do it good.

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And it's emphatically no longer an exhaustive compendium of every thing we all know approximately content material paintings. as an alternative it collects our discipline’s middle ideas, expertise, and practices for simple reference, divided into 3 sections: • “Basic rules” lays out our discipline’s shared values. • “The Craft of content material procedure” explores the accrued services of the fields that experience contributed the main to our paintings. • “Tools and methods” presents a brisk walkthrough of techniques, equipment, and deliverables utilized in the day-by-day perform of content material method. chances are you'll think about those items as a (very) short guide, an creation to a panel of capability mentors, and the foremost to the availability cupboard. start at any place you need and finish the place you please. at the back of the ebook are extra examples and assets. whilst you’re performed right here, please sign up for the raucous on-line content material dialog, if you happen to haven’t already. 2 T H E E L E M E N T S O F C O N T E N T S T R AT E G Y When i am getting caught on a undertaking or intimidated via a clean web page, there are a handful of books I succeed in for to remind myself what my recommendations are: what else to aim, what standards I may still use to pass judgement on my paintings, and the way i would imagine another way in regards to the hindrances forward. If this publication might be the sort of reference for a few of you, I’ll contemplate it an exceptional luck. Onward. I N T R O D U C T I O N three 1 easy ideas In content material approach, there isn't any playbook of accepted concepts you could select from to collect a plan to your consumer or undertaking. in its place, our self-discipline rests on a sequence of center rules approximately what makes content material effective—what makes it paintings, what makes it sturdy. the 1st component of this publication is geared up round those basics. strong content material is acceptable submit content material that's correct for the consumer and for the enterprise There’s fairly just one important precept of excellent content material: it may be acceptable on your enterprise, in your clients, and for its context. acceptable in its approach to supply, in its kind and constitution, and particularly in its substance. content material procedure is the perform of opting for what each one of these issues skill to your project—and the best way to get there from the place you're now. four T H E E L E M E N T S O F C O N T E N T S T R AT E G Y Right for the person (and context) allow us to meditate for a second on James Bond. shrewdpermanent and hard as he's, he’d be mincemeat 100 occasions over if now not for the hyper-competent help staff that stands in the back of him. whilst he must chase a villain, the crew summons an Aston Martin DB5. while he’s poisoned via a stunning lady with doubtful connections, the staff bargains the antidote in a springloaded, space-age infusion gadget. whilst he emerges from a swamp overrun with knowledgeable alligators, it bargains a bath, a shave, and a superbly adapted go well with. It doesn't speak right down to him or waste his time. It anticipates his wishes, yet doesn't provide him every little thing he may possibly ever want, forever. content material is suitable for clients while it is helping them accomplish their ambitions. content material is completely acceptable for clients while it makes them suppose like geniuses on significantly vital missions, delivering them accurately what they wish, precisely after they desire it, and in precisely the precise shape.

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