Content Strategy at Work: Real-world Stories to Strengthen by Margot Bloomstein

By Margot Bloomstein

Content material is king... and the hot kingmaker... and your message must align together with your version and metrics and different mumbo jumbo, correct? even if you are slogging via idea or buzzwords, there is not any denying content material technique is coming of age. yet what is in it for you? And in case you are now not a content material strategist, why if you care?

Because no matter if content material process isn't really your activity, content's most likely your problem--and most likely greater than you're thinking that. You or your corporation has a message you must convey, correct? you could convey that message via quite a few channels and content material forms, from Tweets to testimonials and photograph galleries galore, and your viewers has simply as many ways of enticing with it. such a lot of methods, loads content... so where's the matter? That is the matter. and you may degree it in time, creativity, cash, misplaced chance, and the sobs you pay attention both from inventive administrators, undertaking managers, and website positioning specialists.

The answer is content material process, and this booklet deals real-world examples and methods you could undertake, irrespective of your position at the crew. placed content material technique to give you the results you want by means of taking in never-before-seen case reports from groups at Johns Hopkins drugs, MINI, Icebreaker, and extra. Content technique at Work is a ebook for designers, details architects, copywriters, undertaking managers, social media specialists, and an individual who works with visible or verbal content material. If communique issues in your corporation or purchaser, positioned content material technique to give you the results you want.

  • Explore a content material method framework and strategies from either consultancies and in-house advertising departments
  • Dig into case stories and interviews from manufacturers in academia, clothing, community tv, the non-profit region, retail, and more
  • Gather useful revenues innovations and examples to promote content material strategy--or to take advantage of content material technique to promote different companies and bigger projects

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But won't it elongate the timeline and require additional budget? Surprise! It's cheaper to iterate in Word than in Photoshop. No. Hear that echoing from the halls of agencies large and small? No, no, no . . —if you can funnel off as little as a few hours to content strategy, you can save exponentially more in the design process. In a nutshell, spend money to save money. Here's how: rather than creating moodboards or Photoshop comps for initial rounds of conceptualizing, you can use a message architecture to drive the discussion more quickly and precisely.

Html. , and Snitow, S. (4 March 2011). Personal interview. 4 44 CONTENT STRATEGY AT WORK “The user agreement set a really high bar for what would even cause us to get involved,” commented Dave Nuscher, the director of advancement and editorial and creative services. ” The content strategy was working. “We saw some references to drinking and getting naked, but it was never inappropriate,” added Samantha Snitow, the assistant director of young alumni programming. “But it's college. ) So what did the Light the Hill content strategy entail?

The Light the Hill website invited young alumni of the past decade to light a virtual candle and add their memory to a digital hill. Participants could reconnect with others while sharing content with the offices of advancement and alumni relations. com invited young alumni to share their Tufts memories—clean memories of an appropriate length and structure—through an anticipatory content strategy for user-generated content. D esigning cohesi v e e x periences : I ntroducing content strategy to design 43 The stakeholder team initially hesitated about letting the recent grads post anything they wanted without moderation—but they also didn't want to hold their comments for review and delay the immediate gratification that could come with contributing.

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