Meghan Casey

A simple truth has become apparent at all levels of businesses and organizations: Content is, in fact, everything. Content is a business asset that deserves strategic attention. Today, people who never thought much about content are being asked to tackle it and all its complexities. People want a one-stop handbook for doing content work. And that just doesn't exist today. What's clear from reading reviews of the current books available on content strategy is that customers are frustrated by the lack of detailed information and concrete examples of how to write content and communicate their strategy. People are clamoring for information that goes beyond the theoretical and illustrates practical application. This book will offer exactly that. It will provide an abundance of examples along with concrete suggestions and action plans for how to implement strategies. In the end, readers will be able to * Tell a cohesive story, which translates into conversions * Stop wasting time and money re-writing the same or similar content over and over * Give customers one clear message that's consistent in all mediums * Determine whether their content is boosting their brand and the bottom line * Develop guidelines that let them say no to unnecessary content that's not on-brand * Keep content up-to-date by improving organization and making the task less time-consuming

Methods, Guidelines, and Templates for Getting Content Right

The Content Strategist's Toolkit

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.

The Content Strategy Toolkit

In this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges 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 Assemble a stellar team for your content project Prepare your organization for content transformation Make sense of your business environment and understand your audience Align stakeholders on business goals and user needs Set a compass for your content and decide how to measure success Create, maintain, and govern on-strategy content You'll learn how to treat content like the strategic asset that it is. "Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."—Gerry McGovern, CEO, Customer Carewords "This second edition goes deep into three integral topics for content leaders—assembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed.—Natalie Marie Dunbar, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice

Meghan Casey

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