Content Strategy for the Web (Paperback)

If your website content is out of date, off-brand, and out of control, you're missing a huge opportunity to engage, convert, and retain customers online. Redesigning your home page won't help. Investing in a new content management system won't fix it, either. So, where do you start?
 
Without meaningful content, your website isn't worth much to your key audiences. But creating (and caring for) "meaningful" content is far more complicated than we're often willing to acknowledge. Content Strategy for the Web explains how to create and deliver useful, usable content for your online audiences, when and where they need it most. It also shares content best practices so you can get your next website redesign right, on time and on budget. For the first time, you'll:
 

• See content strategy (and its business value) explained in plain language

•  Find out why so many web projects implode in the content development phase ... and how to avoid the associated, unnecessary costs and delays  

• Learn how to audit and analyze your content

• Make smarter, achievable decisions about which content to create and how

• Find out how to maintain consistent, accurate, compelling content over time

• Get solid, practical advice on staffing for content-related roles and responsibilities

 

如果您的網站內容過時、與品牌不符且難以控制，那麼您就錯失了一個巨大的機會，無法在線上吸引、轉化和保留客戶。重新設計首頁是無濟於事的，投資於新的內容管理系統也無法解決問題。那麼，您應該從哪裡開始呢？

如果沒有有意義的內容，您的網站對於關鍵受眾來說並沒有太大價值。但是，創建並維護「有意義」的內容比我們通常願意承認的要複雜得多。《網站內容策略》一書解釋了如何為您的線上受眾創建和提供有用、可用的內容，以及何時何地他們最需要。它還分享了內容的最佳實踐，讓您能夠按時按預算正確地進行下一次網站重新設計。您將首次獲得以下內容：

- 以通俗易懂的語言解釋內容策略（及其商業價值）
- 了解為什麼許多網站項目在內容開發階段失敗...以及如何避免相關的不必要成本和延遲
- 學習如何審核和分析您的內容
- 做出更明智、可實現的關於創建哪些內容以及如何創建的決策
- 了解如何隨時間保持一致、準確、引人入勝的內容
- 獲得有關內容相關角色和責任的堅實實用建議