Content Strategy for the Web, Second Edition

Index

A

A/B and multivariate tests, 83

accuracy, qualitative audit factor, 55

Achieve-Be-Do concept, 97

actionability, qualitative audit factor, 55

advocacy for content strategies

attending or organizing meetings, 180–181

blogging, 176

campaigning for, 175–177

emphasizing importance, 173–175

following tweets, 180

hero image, 179–180

joining online groups, 180

sharing dreams, 181

using simple language, 171–173

Alexander, Ian, 176

aligning web content

importance of, 40

stakeholders

continuing involvement with, 45

identifying, 40

kickoff meetings with, 43–44

providing interesting challenges, 42–43

setting expectations for, 44–45

types of, 41–42

understanding each other, 44

analyzing web content

impact factors, external

competitors, 85–88, 164–