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

by Meghan Casey

June 2015

Intermediate to advanced

288 pages

5h 10m

English

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Who This Book Is ForHow to Use This Book and Get The ToolsOne Last Thing

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
Think Like a Business PersonQuantify the (Missed) OpportunitiesCalculate the RisksConsider Non-monetary CostsMake Your ArgumentClaimGroundsWarrantBackingQualifierRebuttalThe AskReady for Action?
Stakeholder Roles and TypesRolesTypesYour StakeholdersList and LabelCraft Your ApproachKeeping Stakeholders in the LoopAll Aboard
Set the TableThe PeopleThe PlanThe PartnersKick Off for ClarityGroup Decision MakingGround RulesFacilitative ListeningUnderstanding ConsensusAligned and Ready
PreparingSet Up the ProjectGet Everyone on the Same PagePlanningTimelinesBudgetDoingStatus ReportsCheck-ins and Working SessionsRun Project, Run
Define the InquestInternal FactorsExternal FactorsGet the GoodsInterviewing StakeholdersPlanning the InterviewsStructuring the InterviewConducting the InterviewsReviewing DocumentationOpen for Business
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
The Content LandscapeMake a ListDocument the DetailsVisualize the EcosystemContent SnapshotsInventoriesContent AuditsContent MapsUser TestsContent Conscientiousness
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
Preparing a Strategic Alignment SummaryOrganize for Clarity and ActionAnalyze and SynthesizeGetting to the Strategy PartDiscovery: That’s a Wrap
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
Deciding What to MeasureDefining Some TermsChoosing Your MetricsPutting It All TogetherMeasuring Content EffectivenessDocument How Content Is PerformingReport to StakeholdersPutting Your Measurements to Use
What I Mean by Content DesignPrioritizationOrganizationSitemapsTaxonomyPresentationThe Core ModelContent ModelsSpecificationsThe Best-Laid Plans
Roles, Responsibilities, and ProcessRoles and ResponsibilitiesProcessContent Creation ToolsContent Production InventoryStyle GuideFeedback Forms and ChecklistsReady. Set. Write.
The Content LifecycleAuthorityStrategic Authority Roles and ResponsibilitiesImplementation Authority Roles and ResponsibilitiesMaintenancePlanned MaintenanceUnplanned MaintenancePlanningContent Product PlanningEditorial PlanningFarewell, Content Comrade
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

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

Chapter 7. Learn About Your Audience and Users

A user-experience designer friend posted on Facebook as I was writing the intro to this chapter. She was elated because every single one of her current projects had budget for user research. I was so jealous.

In my experience, convincing businesses to spend money on audience and user research is really difficult. Sometimes, they have already made an investment in doing content strategy and just can’t find additional budget.

More commonly, the budget holders just don’t think it’s necessary or valuable. They believe that the company or organization already knows everything it needs to know about its audience. Or they don’t think knowing more than they already do is important.

So this chapter is all ...

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The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right, 2nd Edition

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ISBN: 9780134105116Purchase book

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

by Meghan Casey

Chapter 7. Learn About Your Audience and Users

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.

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