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

作     者：Bloomstein, Margot 

I S B N：(纸本) 9780123919229 

出 版 社：Morgan Kaufmann_TM 

出 版 年：2012年

页      数：xiv, 163 p.页

主 题 词：Computer Science and Technology 

学科分类：12[管理学] 120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 020205[经济学-产业经济学] 08[工学] 080402[工学-测试计量技术及仪器] 0804[工学-仪器科学与技术] 0812[工学-计算机科学与技术（可授工学、理学学位）] 

摘      要：Content is kingand the new kingmakerand your message needs to align with your model and metrics and other mumbo jumbo, right? Whether youe slogging through theory or buzzwords, there no denying content strategy is coming of age. But what in it for you? And if youe not a content strategist, why should you care? Because even if content strategy isn your job, content probably your problemnd 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 contentso where 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 gathering this book into your little hands and gobbling up 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, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences. Presents a content strategy framework and ways to implement in both in-house marketing departments and consultanciesIncludes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brandsDetails practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger proje