Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project (Paperback)

Margot Bloomstein

  • 出版商: Morgan Kaufmann
  • 出版日期: 2012-03-02
  • 定價: $1,050
  • 售價: 8.5$893
  • 語言: 英文
  • 頁數: 184
  • 裝訂: Paperback
  • ISBN: 0123919223
  • ISBN-13: 9780123919229
  • 立即出貨 (庫存 < 3)

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商品描述

Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you're slogging through theory or buzzwords, there's no denying content strategy is coming of age. But what's in it for you? And if you're not a content strategist, why should you care?

Because even if content strategy isn't your job, content's probably your problem--and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where's the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists.

The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by taking in never-before-seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, social media consultants, and anyone who works with visual or verbal content. If communication matters for your company or client, put content strategy to work for you.

  • Explore a content strategy framework and processes from both consultancies and in-house marketing departments

  • Dig into case studies and interviews from brands in academia, apparel, network television, the non-profit sector, retail, and more

  • Gather practical sales techniques and examples to sell content strategy--or to use content strategy to sell other services and larger projects

商品描述(中文翻譯)

內容是王...也是新的王牌...而且你的訊息需要與你的模型、指標和其他莫名其妙的東西保持一致,對吧?無論你是在理論或流行語中苦苦掙扎,都無法否認內容策略正在逐漸成熟。但對你來說有什麼好處呢?如果你不是內容策略師,為什麼你應該關心呢?

因為即使內容策略不是你的工作,內容可能仍然是你的問題,而且可能比你想像的還要多。你或你的企業有一個想要傳遞的訊息,對吧?你可以通過各種渠道和內容類型來傳遞這個訊息,從推文到推薦和照片庫等等,而你的觀眾也有同樣多的方式來參與其中。這麼多方式,這麼多內容...問題在哪裡呢?這就是問題所在。你可以通過時間、創造力、金錢、機會損失以及你從創意總監、項目經理和搜索引擎營銷專家那裡聽到的哭聲來衡量這個問題。

解決方案就是內容策略,而這本書提供了真實世界的案例和方法,無論你在團隊中擔任什麼角色,都可以採用這些方法。通過從約翰霍普金斯醫學院、MINI、Icebreaker等團隊中獨一無二的案例研究,讓內容策略為你服務。《內容策略在實踐中》這本書適合設計師、資訊架構師、文案撰寫人員、項目經理、社交媒體顧問以及任何與視覺或文字內容相關的人。如果溝通對你的公司或客戶很重要,那麼讓內容策略為你服務。

- 探索來自諮詢公司和內部營銷部門的內容策略框架和流程
- 深入研究學術界、服裝、網絡電視、非營利部門、零售等品牌的案例研究和訪談
- 收集實用的銷售技巧和例子,以銷售內容策略,或者利用內容策略來銷售其他服務和更大的項目