000			03811nam a22002297a 4500
005			20250409154633.0
008			250409b |||||||| |||| 00| 0 eng d
020			_a9780138059279
082			_a658.4012 _bCAS
100			_aCasey, Meghan _922925
245			_aThe content strategy toolkit: _bmethods, guidelines, and templates for getting content right
250			_a2nd
260			_bPearson _c2023
300			_axxiii, 313 p.
365			_aUSD _b39.99
500			_aTable of contents: PART I: GET BUDGET AND BUY-IN 1 IDENTIFY PROBLEMS AND OPPORTUNITIES 2 CONVINCE LEADERS AND GET THE RESOURCES PART II: SET UP FOR SUCCESS 3 GET STAKEHOLDERS ON BOARD 4 ASSEMBLE YOUR CROSS‑DISCIPLINE TEAM 5 PREPARE FOR CHANGE PART III: DIG IN AND GET THE DIRT 6 UNDERSTAND YOUR BUSINESS ENVIRONMENT 7 LEARN ABOUT YOUR AUDIENCE AND USERS 8 GET FAMILIAR WITH YOUR CONTENT 9 EVALUATE YOUR PROCESSES PART IV: ARTICULATE YOUR STRATEGY 10 ALIGN ON A STRATEGIC FOUNDATION 11 SET YOUR CONTENT COMPASS PART V: DESIGN YOUR CONTENT 12 PRIORITIZE BASED ON YOUR STRATEGY 13 ORGANIZE FOR INTUITIVE WAYFINDING 14 DEFINE THE CONTENT EXPERIENCE 15 SPECIFY CONTENT STRUCTURE AND REQUIREMENTS PART VI: IMPLEMENT AND EVOLVE 16 DEFINE HOW YOU'LL GOVERN YOUR CONTENT 17 BUILD OUT YOUR CONTENT PLAYBOOK (https://www.pearson.com/en-us/subject-catalog/p/the-content-strategy-toolkit-methods-guidelines-and-templates-for-getting-content-right/P200000010178/9780138059279?srsltid=AfmBOopmXGw44AJRfXdDPEFWqCq3ntwcG3zguWia-V2oTsbdpyQQrxbb&tab=table-of-contents)
520			_aIn this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges you'll face. In this practical and relevant guide, you'll learn how to: Identify problems with your content and persuade your bosses it's worth the time and resources to do it right Assemble a stellar team for your content project Prepare your organization for content transformation Make sense of your business environment and understand your audience Align stakeholders on business goals and user needs Set a compass for your content and decide how to measure success Create, maintain, and govern on-strategy content You'll learn how to treat content like the strategic asset that it is. "Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."—Gerry McGovern, CEO, Customer Carewords "This second edition goes deep into three integral topics for content leaders—assembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed.—Natalie Marie Dunbar, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice (https://www.pearson.com/en-us/subject-catalog/p/the-content-strategy-toolkit-methods-guidelines-and-templates-for-getting-content-right/P200000010178/9780138059279?srsltid=AfmBOopmXGw44AJRfXdDPEFWqCq3ntwcG3zguWia-V2oTsbdpyQQrxbb)
650			_aStrategy
650			_aContent development _922926
650			_aSubject analysis _922927
942			_cBK _2ddc
999			_c9895 _d9895