This is a list that will grow and develop but be focused in your decision making, more isnt always better. Marketingoriented folks understand the importance of voice and tone in building a brand identity, a strategy we can extend into technical writing. There are good reasons why you want to keep a consistent tone, voice and style in your documentation. Keep an eye out for the march 8 release of erin kissanes brilliant the elements of content strategy from a book apart. We are delighted to present the third volume in the a book. Kissanes book helped me to pull those two texts together. Kristina halvorson author, content strategy for the web. Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. We produce brief books of about 100 pagesthe perfect size in terms of subject depth and coverage for. Our team looked for pegs and best practices from a list apart, a. I happen to work in a small shop where i wear many hats and was a bit disappointed that erin focused mainly on content strategists who work with a wide range of other team members. Content strategy framework core strategy evolve our print production model to deliver singlesource, omnichannel content. In her presentation at an event apart in san francisco, ca 2011 kristina halvorson talked about how to integrate content strategy into a typical web design worksflow.
That assessment may include any or all of the following. As a content strategy team, our documentation has to be, at the very least, usable and comprehensive, if not engaging. Gerry mcgovern, ceo, customer carewords you will thank meghan for her nononsense approach to forming and executing content strategy. Content strategy is boring and thats ok brain traffic. Perhaps it is looking outdated or you need to improve your conversions. Filament group is a design and frontend development studio. Contents of the book urantia book urantia foundation.
The classic writers handbook, this gives you the golden rule for writing and. Its a proliferation of devices, platforms, and screensizes from the tiniest dumb phones to the desktop web. Scott kubie is the lead content strategist here at brain traffic and the author of writing for designers from a book apart. And ultimately, you planned to create that content. May 17, 2014 a book written by a highly respected expert in their field. This is a great resource, particularly if you have already been practicing content strategy cs. Document analysis is a valid research strategy with considerable. The content strategy podcast is a show for people who care about content. Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. An effective web writer must understand the basics of user experience design, be able to translate information architecture documentation, write effective metadata. They take specific topics relevant to the industry and give them a thorough. Erin kissanes the elements of content strategy stands the test of time in any formatprint or digitaland now, were beyond delighted to.
She also cites metadata strategy in her widely read book on content strategy. For those wondering why is content marketing important, take a look at all of the ways that content can help your business bring in new leads. Very often i find that books appearing in the empowermentpersonal growth field, or from various coaching disciplines, are nothing but fluffedup advertorials for the authors speaking career or seminars. Explore content strategys roots, and quickly learn not only how its done, but how you can do it. The elements of content strategy is available to read for free. Listen in as they discuss hot topics in digital content and share their expert insight on making content work. This book was written as a brief introduction to content strategy related work, and the author was upfront with what the book was and wasnt in the introduction. An introduction to content ecosystem maps brain traffic. 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. When we approach documenting a certain feature, component, or usecase, we must understand our audience. Join host kristina halvorson and guests for a show dedicated to the practice and occasional art form of. Scott has focused on the content side of digital experiences since 2009, and was. To understand the full scope of what content strategy can doand to understand why it isnt just editing. We felt that the industry needed a book truly about content strategy as a discipline, and not content strategy for a channel.
Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. In 2010, she delivered the keynote address at the world. Basic principles read this chapter online the craft of content strategy. May 31, 2017 yet almost a decade ago, kristina halvorson explicitly cited metadata strategy as one of a number of contentrelated disciplines that deserve their own definition in her seminal a list apart article, the discipline of content strategy. Ironically, only 37% of b2b brands and 38% of b2c brands have a documented content marketing strategy, while 36% have a content marketing strategy which is not documented. A compelling read for both experienced content strategists and those making the transition from other fields. For a more hardcore approach and a consideration of the ethics and principles of rhetoric, try these starting points. You have the elements of content strategy to light your way. A book apart, read the elements of content strategy book for free. Top tips for content marketing in 2020 just creative. Readings from classical times to the present, new york. A complete process for developing a content style guide. Document analysis as a qualitative research technique in. Til then, make do with my book, content strategy for the.
It is not possible to have a strategic plan without a clear strategy. You dont get to decide which platform or device your customers use to access your content. Jan 09, 2020 a documented content marketing strategy will help you track the progress of your content marketing efforts and measure the performance of each channel easily. Kristina has also been a featured speaker at web 2.
In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. These patterns are the essence of content strategy. Yet almost a decade ago, kristina halvorson explicitly cited metadata strategy as one of a number of contentrelated disciplines that deserve their own definition in her seminal a list apart. Chapter 3 tools and techniques the elements of content strategy. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a content strategy. We cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. For those wondering why is content marketing important, take a look at all of the ways that content can help your. Content strategy is a young field, but it has evolved from professions that are anything but new. We produce brief books of about 100 pagesthe perfect size in terms of subject depth and coverage for topics like html5, css3, content strategy, responsive web design, and more. In part one of a threepart series, we explore how to apply content strategy principles to technical documentation, so that we can create the right content, for the right users, and deliver it to them at the. A book written by a highly respected expert in their field.
A strategy and a strategic plan based on this strategy are both part of strategic management. Or they think their website or business is small enough that a goal written on the back of an envelope is all. Use your brand book and make sure your api docs follow it to the letter. Your content needs a metadata strategy story needle. The elements of content strategy by erin kissane a book apart.
In no attempt to be original or reinvent the wheel, i will use the famous five ws to explain this thought process. Scott kubie minneapolis, minnesota professional profile. This approach can be particularly helpful when you work with clients or colleagues who havent ever seen a content strategy document and dont know whether. For each report, a subject matter expert is chosen to be the author. She cohosts a responsive web design podcast with ethan marcotte, and her first book, content strategy for mobile, was published in 2012 by a book apart.
A documented content marketing strategy will help you track the progress of your content marketing efforts and measure the performance of each channel easily. Join host kristina halvorson and guests for a show dedicated to the practice and occasional art form of content strategy. Many content strategy books, articles, and posts assume the need for persuasion. Read the elements of content strategy by erin kissane online. The truth is, without a strategy your content will never reach its full potential. There may be several reasons why you decide to redesign your site. Content strategy summit 2016 august 24august 25, 2016. Erin kissane wrote a book about content strategy and youre reading quotes on the website to decide if you should buy it. Science of influential web content, colleen jones not just.
The elements of content strategy brief books for people who. The urantia book contents of the book page foreword1 i. In her presentation at an event apart in san francisco, ca 2011 kristina. Oct 05, 2017 scott kubie is the lead content strategist here at brain traffic and the author of writing for designers from a book apart. Mobile isnt just smartphones, and it doesnt necessarily mean you are on the move. Ten extras for great api documentation a list apart. The web, mobile, social and so on are all ways that messages can flow back. Content strategy for the web, kristina halvorson the industry standard primer clout. At its core, content strategy focuses entirely on the user of the contentthe reader. A book apart creates brief books for people who make websites. Learn more about content strategy for the web the content strategy toolkit is the. Aug 12, 2014 content comes in all shapes and sizes, but not all are right for you or your audience. Briefs are available in paperback via our printondemand service, so they ship separately from standard paperbacks.
Our team looked for pegs and best practices from a list apart, a book apart. Meghans book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content. Since 2001 weve been designing and developing a wide range of sites and apps for big companies, innovative startups, and. His approach to planning for and writing content is both practical and accessible and hes damn funny to boot. Two years ago, there wasnt much out there about content strategy. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Resources the elements of content strategy a book apart. Everything you say here about content and content strategy can apply equally to the creation of a book. We are delighted to present the third volume in the a book apart series. In part one of a threepart series, we explore how to apply content strategy principles to technical documentation, so that we can create the right content, for the right users, and deliver it to them at the right place and at the right time. Since 2001 weve been designing and developing a wide range of sites and apps for big companies, innovative startups, and opensource projects. Why is content marketing important for your business.
Your content style guide should take the time to outline and list what content is welcome. Creating great content is a costeffective way to bring in new leads. Because it describes what services an application programming interface offers and how to use those services, your documentation will inevitably create an impression about your productfor better or for worse. A book apart 31 books meet your next favorite book. Nov 18, 20 as a content strategy team, our documentation has to be, at the very least, usable and comprehensive, if not engaging. A book apart october 16, 2018 from product documentation to menu labels to marketing emails, writing for the web can feel challengingeven insurmountable. Mar 29, 2018 the content strategy podcast is a show for people who care about content. Sep 19, 2017 api documentation is the number one reference for anyone implementing your api, and it can profoundly influence the developer experience. The web, mobile, social and so on are all ways that messages can flow back and forth between brand and audience, but addressing and building strategies for them in isolation creates a breeding ground for fragmented brand. The elements of content strategy brief books for people who make. 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. A lot depends on who you are and what sort of content strategy youre interested in. What content management is and isnt we tend to look at content management as a digital concept, but its been around for as long as content. The goal of every title in our catalog is to shed clear light on a tricky.
In writing for designers, scott kubie is part instructor, part cheerleader. Kristina halvorson author of content strategy for the web and ceo at brain traffic. Scott has focused on the content side of digital experiences since 2009, and was the first ux content strategist at wolfram research. Content comes in all shapes and sizes, but not all are right for you or your audience. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. Then you evaluated content as a way to fulfill that need.
Although api documentation and technical writing in general dont provide much room for experimentation in tone and style, you can still instill some personality into your docs. Stop being hamstrung by missing content and read this book. A strategy should provide an assessment of the clients current content, as well as insight into their competitors content. The ten essentials for good api documentation a list apart. Mar 08, 2011 in the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. Our ebooks support kindle, ibooks, nook and most other readers and devices. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his own. Methods, guidelines, and templates for getting content right voices that matter 01 by casey, meghan isbn.