book

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

by Meghan Casey

May 2023

Intermediate to advanced

337 pages

7h 19m

English

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Why a Second Edition?Who This Book Is ForHow to Use This Book and Get the ToolsOne Last Thing

Figure Out What’s Wrong with Your ContentDon’t Forget People and ProcessTurn Problems into OpportunitiesReady? Let’s Go
Think Like a Business PersonQuantify the (Missed) OpportunitiesMake Your ArgumentReady for Action?
Stakeholder Roles and TypesYour StakeholdersKeeping Stakeholders in the LoopAll Aboard
Pick Your TeamKick Off Your ProjectKick Off for ClarityReady to Work
What Makes Change So Hard?An Approach to Preparing for ChangeYou Can’t Manage Change
Define the InquestGet the GoodsOpen for Business
What You Want to Know and UnderstandYour Approach to User ResearchNice to Know You, Users
The Content EcosystemContent SnapshotsContent Conscientiousness
Right People, Right Skills, Right WorkRole Clarity and Decision-Making AuthorityStandards, Guidance, and EnablementBuilt-in Collaboration and IterationProcess Evaluation Status Complete
Running a Strategic Alignment WorkshopPreparing a Strategic Alignment SummaryGetting to the StrategyDiscovery: That’s a Wrap
Content Compass ScopeContent Compass ComponentsCreate Your Messaging FrameworkDefine How You’ll Measure SuccessHow Do You Use Your Measurement Framework?True North
Methods for Prioritizing ContentDocumenting Content PrioritiesLight the Way
SitemapsBuilding Your SitemapIterating Your SitemapTaxonomyOrganized and Ready
Formulating the Content ExperienceDocumenting the Content ExperienceTesting the Content ExperienceDefined, Designed, and Refined
Specifying Content StructureGetting Specific About ContentThe Best-Laid Plans
The Content Life CycleWho Makes What DecisionsDecision-Making ProcessApproach to Content OwnershipSmart Decision-Making, Facilitated
Content Playbook OverviewContent Playbook ExamplesFarewell, Content Friend
Chapter 1Chapter 2Chapter 3Chapter 4Chapter 5Chapter 6Chapter 7Chapter 8Chapter 9Chapter 10Chapter 11Chapter 12Chapter 13Chapter 14Chapter 15Chapter 16Chapter 17

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

Part III

Dig In and Get the Dirt

A successful content strategy project is rooted firmly in business goals, user needs, and realistic expectations. That’s why this discovery and diagnosis phase is so important to articulate your content strategy, determine how you’ll measure success, and execute it all as efficiently and effectively as possible.

You’ll start by exploring the business environment and how your project fits into it. Then, you’ll learn what you can about the audiences you’re trying to reach. With a solid understanding of business goals and user needs, you can start to identify opportunities and gaps in your current content and processes.

All of this sets you up to align stakeholders on a strategic approach to content and set the ...

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