book

The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right

Name: The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right
Author: Meghan Casey
ISBN: 9780134105116

by Meghan Casey

June 2015

Intermediate to advanced

288 pages

5h 10m

English

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Title Page
Copyright Page
Dedication Page
Contents at a Glance
Table of Contents
Acknowledgments
About the Author
In Praise of The Content Strategy Toolkit
Foreword
Introduction
Who This Book Is ForHow to Use This Book and Get The ToolsOne Last Thing

Part I: Get Budget and Buy-in
Chapter 1. Identify Problems and Opportunities
Figure Out What’s Wrong with Your ContentHypothesize What’s WrongChoose Your MethodsSet Up Your ExperimentsDon’t Forget People and ProcessTurn Problems into OpportunitiesReady? Let’s Go
Chapter 2. Convince Leaders and Get the Resources
Think Like a Business PersonQuantify the (Missed) OpportunitiesCalculate the RisksConsider Non-monetary CostsMake Your ArgumentClaimGroundsWarrantBackingQualifierRebuttalThe AskReady for Action?
Part II: Set Up for Success
Chapter 3. Get Stakeholders on board
Stakeholder Roles and TypesRolesTypesYour StakeholdersList and LabelCraft Your ApproachKeeping Stakeholders in the LoopAll Aboard
Chapter 4. Set and Align On Project Objectives
Set the TableThe PeopleThe PlanThe PartnersKick Off for ClarityGroup Decision MakingGround RulesFacilitative ListeningUnderstanding ConsensusAligned and Ready
Chapter 5. Run the Project
PreparingSet Up the ProjectGet Everyone on the Same PagePlanningTimelinesBudgetDoingStatus ReportsCheck-ins and Working SessionsRun Project, Run
Part III: Dig In and Get the Dirt
Chapter 6. Understand Your Business Environment
Define the InquestInternal FactorsExternal FactorsGet the GoodsInterviewing StakeholdersPlanning the InterviewsStructuring the InterviewConducting the InterviewsReviewing DocumentationOpen for Business
Chapter 7. Learn About Your Audience and Users
What You Want to Know and UnderstandMarket Research vs. User ResearchQuestions and GapsYour Approach to User ResearchAssessing AppetiteProposing an ApproachDoing the ResearchNice to Know You, Users
Chapter 8. Get Familiar with Your Content
The Content LandscapeMake a ListDocument the DetailsVisualize the EcosystemContent SnapshotsInventoriesContent AuditsContent MapsUser TestsContent Conscientiousness
Chapter 9. Review How Work Gets Planned and Done
Problems with Roles and ResponsibilitiesWhat Problems to Look ForHow to Uncover and Document ProblemsProblems with Planning and ProcessWhat Problems to Look ForHow to Uncover and Document ProblemsPlanning, People, Process: Check
Chapter 10. Put It All Together
Preparing a Strategic Alignment SummaryOrganize for Clarity and ActionAnalyze and SynthesizeGetting to the Strategy PartDiscovery: That’s a Wrap
Part IV: Articulate Your Strategy
Chapter 11. Create a Content Compass
Project TypesFunctionPropertySubsetCore Strategy StatementWhat Does a Core Strategy Statement Look Like?How Do You Craft a Core Strategy Statement?Messaging FrameworkWhat Does a Messaging Framework Look Like?How Do You Develop a Messaging Framework?Show the Way
Chapter 12. Decide How You’ll Measure Success
Deciding What to MeasureDefining Some TermsChoosing Your MetricsPutting It All TogetherMeasuring Content EffectivenessDocument How Content Is PerformingReport to StakeholdersPutting Your Measurements to Use
Chapter 13. Design Your Content
What I Mean by Content DesignPrioritizationOrganizationSitemapsTaxonomyPresentationThe Core ModelContent ModelsSpecificationsThe Best-Laid Plans
Part V: Put Your Strategy into Action
Chapter 14. Create On-Strategy Content
Roles, Responsibilities, and ProcessRoles and ResponsibilitiesProcessContent Creation ToolsContent Production InventoryStyle GuideFeedback Forms and ChecklistsReady. Set. Write.
Chapter 15. Govern, Plan, and Maintain Your Content
The Content LifecycleAuthorityStrategic Authority Roles and ResponsibilitiesImplementation Authority Roles and ResponsibilitiesMaintenancePlanned MaintenanceUnplanned MaintenancePlanningContent Product PlanningEditorial PlanningFarewell, Content Comrade
Appendix. List of Tools
Chapter 11.1 Audit Spreadsheet1.2 A Super Simple User TestChapter 22.1 Making the Case Presentation Starter DeckChapter 33.1 Stakeholder Matrix3.2 Communications Management PlanChapter 44.1 Objective Alignment Session Plan4.2 Project Kick-Off EmailChapter 55.1 Project Preparation Checklist5.2 Project Management Plan5.3 Detailed TimelineChapter 66.1 The Business Model Canvas6.2 Stakeholder Interview Guide6.3 Discovery Insights WorkbookChapter 77.1 User Understanding Matrix7.2 User Research Workshop ActivitiesChapter 88.1 Content Landscape List8.2 Sample User TestsChapter 99.1 Job Time Worksheet9.2 Planning and Process Workshop ActivitiesChapter 1010.1 Strategic Alignment Summary Starter DocumentChapter 1111.1 Core Strategy Statement Mad Lib11.2 Messaging Framework TemplateChapter 1212.1 Data Sets You Free Presentation12.2 Heuristics Framework Cheat Sheet12.3 Content Scorecard Report SampleChapter 1313.1 Content Prioritization Templates13.2 Core Model Instructions and Worksheets13.3 Content Model Spreadsheet13.4 Content Overlay and Page Table TemplatesChapter 1414.1 Roles and Responsibilities Matrix14.2 Card-Sorting Exercise Instructions and CardsChapter 1515.1 Content Strategy Skillsets15.2 Editorial Calendar Templates
Index

Overview

In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge 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

Make sense of your business environment and understand your audience

Get stakeholders aligned on business goals and user needs

Set your content strategy and decide how to measure success

Create, maintain, and govern on-strategy content

You’ll learn to control your content—and not have it control you.

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