Ann Rockley

Charles Cooper

This is a new and updated edition of the foundational book on content strategy • •Provides a methodology to identify key business needs and build a unified content strategy. •Shows how to analyze content and create responsive content models. •New edition of the seminal book that launched the field of content strategy back in 2002. We can't just design content for one channel, device or medium anymore; we need to design responsive structured content to reach customers anytime, anywhere, and on any device. And we can't do that until we can define how each element associated with a content object should be effectively written to respond to different customer needs and context of the content as well as changes in display and different capabilities of devices. This book presents a unified content strategy model. A unified content strategy: • •Identifies customer requirements. •Defines structured content models for responsive content. •Determines how content will be reused and repurposed across media and devices and how it will adapt to changing customer needs. •Identifies the tags (metadata) for retrieval and dynamic delivery. •Determines how content should be managed throughout the entire content lifecycle. •Defines the governance policies to manage the content from creation to retirement

A Unified Content Strategy

Managing Enterprise Content

Scott Abel

Today, everything is marketing. All of the content we produce affects the customer experience. Therefore, all content is marketing and all content producers are marketers. Intelligent Content: A Primer introduces intelligent content: how it works, the benefits, the objectives, the challenges, and how to get started. Anyone who wants to understand intelligent content will get a clear introduction along with case studies and all the reference information you could ask for to make the case for intelligent content with your management. Intelligent Content: A Primer is written by three leaders in content strategy and content marketing. Ann Rockley is widely recognized as the mother of content strategy. Charles Cooper, co-author with Ann Rockley of Managing Enterprise Content, has been been involved in creating and testing digital content for more than 20 years. And Scott Abel, known as The Content Wrangler, is an internationally recognized global content strategist. Together, they have created the definitive introduction to intelligent content.

Intelligent Content: A Primer

Pamela Kostur

Steve Manning

Provides concepts, strategies, guidelines, processes, and technological options to create content customized for a variety of customers and media types.

Ann Rockley

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