Erin Kissane

Content strategy is the web's hottest new thing. But where did it come from? Why does it matter? And what does the content renaissance mean for you? This brief guide explores content strategy's roots, and quickly and expertly demonstrates not only how it's done, but how you can do it well. A compelling read for both experienced content strategists and those making the transition from other fields.--Back cover.

The Elements of Content Strategy

Jaydee (she/her)

IN THE WEB INDUSTRY, anything that conveys meaningful information to humans is called content."

Helps companies understand and produce the kind of content their target audiences really need. 

Allows organizations to develop realistic, sustainable, and measurable publishing plans that keep their content on track in the long term. 

Cuts costs by reducing redundant or extraneous publishing efforts, while increasing the effectiveness of existing assets. 

Aligns communication across channels so that web con- tent, print collateral, social media conversations, and inter- nal knowledge management are working toward the same goals (in channel-appropriate ways).

Prevents web projects from being derailed by the often major delays caused by underestimating the time and effort required to produce great content.

There's really only one central principle of good content: it should be appropriate for your business, for your users, and for its context. Appropriate in its method of delivery, in its style and structure, and above all in its substance. Content strategy is the practice of determining what each of those things means for your project-and how to get there from where you are now.

Sustainable content is content you can create--and maintain-without going broke, without lowering quality in ways that make the content suck, and without working employees into nervous breakdowns. 

Few people set out to produce content that bores, confuses, and irritates users, yet the web is filled with fluffy, purposeless, and annoying content. This sort of content isn't neutral. either: it actively wastes time and money and works against user and business goals.

 Define a clear, specific purpose for each piece of content; evaluate content against this purpose

Adopt the cognitive frameworks of your users

The Elements of Content Strategy quotes

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