Jul 31, 2019 this strategy has proven successful for hubspot since theyve really grasped and tested the content that works best for each audience, but im not necessarily suggesting you segment your blog by channel. We generally use it when we are providing an organisation with a strategy for the first time. Content strategy for the web is a welcome complement to books that are all about design, design, design, because halvorson puts the focus on where it should be in the first place. A simple content strategy checklist for your website redesign. A strategy is a carefully considered, wellarticulated plan of action, achievable and executable. You can utilize the content strategy template provided by moz. Make smarter, achievable decisions about what content to create and how. From ux to storytelling, accessibility to structure, confab brings together those who are committed to making content more useful and. Content strategy implies that someone is stepping back and asking, what should we create, and why. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Throughout her book, content strategy for the web, kristina halvorson discusses in detail the benefits of and how to create your content strategy. May 10, 2019 content strategy may seem like an intangible, undefinable term, but there are actually clearly identifiable guidelines that can help us determine what content strategy for the web is and what it isnt. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Content strategy refers to the effective and indepth planning, development, and management of content.
Find out how to build a business case for content strategy. Valuable information can be gleaned by checking what types of sites your prospects are already visiting, which content they engage with, and which social media platforms they share content on. Complete beginners guide to content strategy ux booth. This book covers everything, including how to kickoff a project, complete a content audit, define a core strategy, write a style guide and persuade others of the importance of having a content strategy.
We believe in the opportunities of digital transformation. Web content strategy as a part of the communications manual it will evolve as our work, tools and environment change and is considered a living document. As a part of the communications manual it will evolve as our work, tools and environment change and is considered a living document. Why you are creating content, who you are helping, and how you will help them in a. There was a problem a big bad wolf, a conflict pigs who were trying to protect their homes from the wolf and a solution building a brick house to keep the wolf out, at least until he fell down the chimney. A simple content strategy checklist for your website redesign project. In the space of a few chapters, she had changed our field forever, for the better. Content strategy content marketing strategy web content. Content strategy for the web gives you the tools you need to get the right content to the right people in the right place at the right time. Learn how to build user persona spectrums, content guidelines, and more meaningful content for websites and apps. Having worked at a large nyc based digital strategy agency most of the concepts in this. Services include web content migration strategy, seo content optimization, taxonomy consulting, blog writing services and.
Meanwhile, as a remote team member, im experimenting with internal blog posts as a form of working out loud. It reiterates that your strategy helps you to identify what already exists, what should be created and, more importantly, why it should be created. Listen to the weekly wrap here or subscribe on apple podcasts or stitcher. There is a better way, though, than struggling your way through. Content strategy for the web touched off the explosive growth of content strategy and its recognition as a critical field of practice. Learn how to apply an improved content strategy and information architecture to your website. Dec 17, 2019 ive come in as the workforce is clicking up somewhere between 100 and 200. Without meaningful content, your website isnt worth much to your key audiences. Content strategy for the web is an inspiring and comprehensive handbook for how to design a successful strategy.
For all the discussion about the importance of web content, organizations struggle with developing comprehensive web content strategies that drive business objectives and brand awareness. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. Halvorson seems to be saying that we need to hit this on two fronts deepen our expertise in various aspects of content strategy, and build awareness of the need for content to actually be based on real. If your website content is out of date, offbrand, and out of control, youre missing a huge opportunity to engage, convert, and retain customers.
Headquartered in minneapolis, minnesota, brain traffic serves. Content strategy is your outline for creating and publishing content, as well as how that content lives and evolves over time. Content marketing strategy, content strategy, and content plan. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar. Content strategy for the web posted by jim burns if youre accountable for creating content for marketing and sales i encourage you to immediately get copies of kristina halvorsons content. The term has been particularly common in web development since the late 1990s. But creating and caring for meaningful content is far more complicated than were often willing to acknowledge. Services include web content migration strategy, seo content optimization, taxonomy consulting, blog writing services and social media consultancy. Of course, there are a lot of people out there writing, designing, creating content.
The term is particularly common in web development since the late 1990s, and the importance of content has become more and more key and crucial every year since then. York university school of professional studies and a contributor to the wall street journal, forbes, and the next web. Content is the web web writing and content strategy. Nov 07, 2016 if you work in creative or marketing fields, content strategy is a phrase you hear a lot. Content strategy is an integrated set of usercentered, goaldriven choices about content throughout its lifecycle.
Content strategy is a relatively new niche discipline in the digital space. A solid content strategy is the foundation of everything you do on the web. Theres strategy, calendaring, audits, execution and then a host of little things like proofreading and editing. If you want to learn more, we recommend picking up a copy of content strategy for the web. This would be written down or in other forms of media. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
Learn how to create a strategy and plan execution with this detailed walkthrough by ian lurie. If you work in creative or marketing fields, content strategy is a phrase you hear a lot. For organizations all over the world, content strategy for the web is. Kristina halvorson is the founder and president of brain traffic, a nationallyrenowned agency specializing in content strategy and writing for the web. Content strategy refers to the planning, development, and management of contentwritten or in other media. Your content strategy can be effective when you know who your audience is.
Oct 14, 2017 content strategy, and all content marketing, is a form of storytelling. Sara runs a content strategy consultancy based in philadelphia, and is known for helping organizations turn desktopcentric pages into modular, mobileready contenta passion she turned into the book. This strategy has proven successful for hubspot since theyve really grasped and tested the content that works best for each audience, but im not necessarily suggesting you segment your. Chapter 2 helps readers identify whats currently wrong with their content. She is recognized as one of the top content strategy experts in the world and is the founder of. Halvorson has coauthored one of the seminal books on web content, called content strategy for the web. The content strategy template walks you through researching and writing up the three key elements of a content strategy. Sara runs a content strategy consultancy based in philadelphia, and is known for helping organizations turn desktopcentric pages into modular, mobileready contenta passion she turned into the book content everywhere from rosenfeld media. Content strategy for the web halvorson, kristina on. It also shares content best practices so you can get. Kristina halvorson is widely recognized as one of the countrys leading web content strategists. For the content strategist, it is frequently webdigital information. Melissa rach describes the value of content strategy, discusses how to audit and analyze content, and looks at ways to maintain content over time. Maintaining standards in structure, content, branding, accessibility, and security in this situation is a fulltime job, and while sara succeeds at it brilliantly, its only part of her portfolio.
Amazingly, this second edition doesnt just keep up. Kristina halvorson, in content strategy for the web, offers a concise and well produced introduction to a subject of interest to those of us involved in workplace learning and performance trainingand anyone else interested in knowing how to reach online audiences effectively through well designed and engaging content. Content strategy for the web by kristina halvorson, melissa. This is the first such post that ive modified for content is the web. Kristina halvorson, author of the seminal text content strategy. Content strategy for the web by kristina halvorson goodreads.
It is a recognized field in user experience design, and it also draws from adjacent disciplines such as information architecture, content management, business. In reality, most of businesses dont have the time to think about an article or case study after its published. We use this when we want to show the reason and purpose of the content strategy as well as the detail. This week im thinking about the trap between strategy and. Our mission is to support business leaders on their way towards digital competence. Youll learn how to create and deliver useful, usable content for your online audiences, when and where they need it most. Content strategy for the web by kristina halvorson.
For organizations all over the world, content strategy for the web is the goto content strategy handbook. The first edition of kristina halvorsons little book was like a rip in the. If youd like to purchase multiple copies of content. 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. Content strategy is the piece of your marketing plan that continuously. From ux to storytelling, accessibility to structure, confab brings together those who are committed to making content more useful and usable. Headquartered in minneapolis, minnesota, brain traffic serves clients worldwide.
This book covers everything, including how to kickoff a project, complete. Website content strategy services and blog by contentini content strategists. Learn how to create more usable, useful, and accessible websites. Content strategy may seem like an intangible, undefinable term, but there are actually clearly identifiable guidelines that can help us determine what content strategy for the web is and. Content strategy for the web, 2nd edition peachpit.
In this path, youll learn the best practices for crafting an effective message and optimizing content for your brand. Discover the processes and people behind a successful content strategy. If you are creating templates from scratch, make sure to include strategic elements from the start. A development guide user engagement metrics, which measure what users do on your website and how. This is the size where organisations outgrow workable informality. Content strategy for the web, 2nd edition halvorson, kristina on. Her iconic 2008 article, the discipline of content strategy, is still considered one of the defining articles of the field, and her more recent presentation content strategy for everything summarized and addressed changes in the field and modern content needs. Ironically, the reason for this low number may not be the relative youth of the professional title, but the words it comprises. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. If your website content is out of date, offbrand, an. How to create a content strategy in only 652 steps. It shares common ground with user experience ux, interface design, web development, seo, content marketing, public relations and traditional offline marketing. A simple content strategy checklist for your website. The first edition of kristina halvorsons little book was like a rip in the matrix through which light poured.
This second edition retains all that was wonderful in the first book, while. As a result, you learn the tools of content marketing because they get that content to the audience that your marketing strategy defines. Halvorson seems to be saying that we need to hit this on two fronts deepen our expertise in various aspects of content strategy, and build awareness of the need for content to actually be based on real strategy, instead of added in at the end of a web project, almost as an afterthought. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Create useful and usable content by planning the creation, delivery and governance models behind it. Oct 26, 2017 a simple content strategy checklist for your website redesign project. Develop a content strategy that translates into a better user experience.
Become a content marketer and create valuable, shareworthy content that inspires and drives customers to action. Our agency web content strategy is how we ensure everything wsdot produces for a web audience has a consistent look and feel. At its core, your content marketing strategy is your why. First build your audience, figure out if different content resonates with different personas and then refine from there. Content strategy online courses, classes, training. With allnew chapters, updated material, case studies, and more. While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy. Weve all heard the maxim content is king over and over.
Project management focuses on planning and organizing a project and its. We help companies create and implement strategy for content design, delivery, and governance. It also shares content best practices so you can get your next website redesign right, on time and on budget. Understand content strategy and its business value. Melissa rach describes the value of content strategy, discusses how to audit and analyze content, and looks at ways to maintain. Tutorials include the essentials of user experience.