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

Table of Contents

1. Acknowledgments

2. About the Author

3. Introduction

4. I ▶ Get Budget and Buy-in

   1. 1 Identify Problems and Opportunities

      1. Figure Out What’s Wrong with Your Content

         1. Hypothesize What’s Wrong

         2. Choose Your Methods

         3. Content Strategy Tool 1.1 Audit Planning Tips and Templates

         4. Content Strategy Tool 1.2 A Super Simple User Test

         5. Set Up Your Experiments

      2. Don’t Forget People and Process

         1. Content Strategy Tool 1.3 People and Process Mini-Assessment

      3. Turn Problems into Opportunities

      4. Ready? Let’s Go

   2. 2 Convince Leaders and Get the Resources

      1. Think Like a Business Person

      2. Quantify the (Missed) Opportunities

         1. Calculate the Risks

         2. Consider Non-Monetary Costs

      3. Make Your Argument

         1. Content Strategy Tool 2.1 Making the Case Presentation Starter Deck

         2. Claim ...