A Unified Content Strategy

Author: Ann Rockley,Charles Cooper

Publisher: New Riders

ISBN: 0132931648

Category: Computers

Page: 384

View: 9858

Smartphones, eBook readers, and tablet computers like the Apple iPad have forever changed the way people access and interact with content. Your customers expect the content you provide them to be adaptive --responding to the device, their location, their situation, and their personalized needs. Authors Ann Rockley and Charles Cooper provide insights and guidelines that will help you develop a unified content strategy—a repeatable, systematic plan that can help you reach your customers, anytime, anywhere, on any device. This up-to-date new edition of Managing Enterprise Content helps you: Determine business requirements Build your vision Design content that adapts to any device Develop content models, metadata, and workflow Put content governance in place Adapt to new and changed roles Identify tools requirements With this book you’ll learn to design adaptable content that frees you from the tyranny of an ever increasing array of devices.
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A Unified Content Strategy

Author: Ann Rockley,Pamela Kostur,Steve Manning

Publisher: New Riders

ISBN: 9780735713062

Category: Computers

Page: 565

View: 1299

Provides concepts, strategies, guidelines, processes, and technological options to create content customized for a variety of customers and media types.
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A Unified Content Strategy

Author: Ann Rockley,Charles Cooper

Publisher: New Riders Pub

ISBN: 9780321815361

Category: Business & Economics

Page: 365

View: 4741

This is a new and updated edition of the foundational book on content strategy • •Provides a methodology to identify key business needs and build a unified content strategy. •Shows how to analyze content and create responsive content models. •New edition of the seminal book that launched the field of content strategy back in 2002. We can't just design content for one channel, device or medium anymore; we need to design responsive structured content to reach customers anytime, anywhere, and on any device. And we can't do that until we can define how each element associated with a content object should be effectively written to respond to different customer needs and context of the content as well as changes in display and different capabilities of devices. This book presents a unified content strategy model. A unified content strategy: • •Identifies customer requirements. •Defines structured content models for responsive content. •Determines how content will be reused and repurposed across media and devices and how it will adapt to changing customer needs. •Identifies the tags (metadata) for retrieval and dynamic delivery. •Determines how content should be managed throughout the entire content lifecycle. •Defines the governance policies to manage the content from creation to retirement
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Real-world Stories to Strengthen Every Interactive Project

Author: Margot Bloomstein

Publisher: Elsevier

ISBN: 0123919290

Category: Computers

Page: 184

View: 5461

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 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 consultancies Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects
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Connecting the dots between business, brand, and benefits

Author: Rahel Anne Bailie,Noz Urbina

Publisher: XML Press

ISBN: 1457182548

Category: Computers

Page: 306

View: 3156

If you've been asked to get funding for a content strategy initiative and need to build a compelling business case, if you've been approached by your staff to implement a content strategy and want to know the business benefits, or if you've been asked to sponsor a content strategy project and don't know what one is, this book is for you. Rahel Anne Bailie and Noz Urbina come from distinctly different backgrounds, but they share a deep understanding of how to help your organization build a content strategy. Content Strategy: Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on project managers, department heads, and other decision makers who need to know about content strategy. It provides practical advice on how to sell, create, implement, and maintain a content strategy, including case studies that show both successful and not so successful efforts. Inside the Book Introduction to Content Strategy Why Content Strategy and Why Now The Value and ROI of Content Content Under the Hood Developing a Content Strategy Glossary, Bibliography, and Index
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Author: Kevin Nichols

Publisher: XML Press

ISBN: 1492002127

Category: Computers

Page: 160

View: 7706

Kevin P. Nichols' Enterprise Content Strategy: A Project Guide outlines best practices for conducting and executing content strategy projects. His book is a step-by-step guide to building an enterprise content strategy for your organization. Enterprise Content Strategy draws on Kevin Nichols' experience managing one of the largest and most successful global content strategy teams to provide an insider's look at how to build an enterprise content strategy. Full of definitions, questions you need to ask, checklists, and guidelines, this book focuses not on the what or why, but on the how.
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Author: Ann Rockley,Charles Cooper,Scott Abel

Publisher: XML Press

ISBN: 1457191334

Category: Business & Economics

Page: 147

View: 3377

Today, everything is marketing. All of the content we produce affects the customer experience. Therefore, all content is marketing and all content producers are marketers. Intelligent Content: A Primer introduces intelligent content: how it works, the benefits, the objectives, the challenges, and how to get started. Anyone who wants to understand intelligent content will get a clear introduction along with case studies and all the reference information you could ask for to make the case for intelligent content with your management. Intelligent Content: A Primer is written by three leaders in content strategy and content marketing. Ann Rockley is widely recognized as the mother of content strategy. Charles Cooper, co-author with Ann Rockley of Managing Enterprise Content, has been been involved in creating and testing digital content for more than 20 years. And Scott Abel, known as The Content Wrangler, is an internationally recognized global content strategist. Together, they have created the definitive introduction to intelligent content.
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A Roadmap for Writing, Editing, and Architecting in DITA

Author: Laura Bellamy,Michelle Carey,Jenifer Schlotfeldt

Publisher: Pearson Education

ISBN: 0132374323

Category: Computers

Page: 266

View: 9486

The Start-to-Finish, Best-Practice Guide to Implementing and Using DITA Darwin Information Typing Architecture (DITA) is today’s most powerful toolbox for constructing information. By implementing DITA, organizations can gain more value from their technical documentation than ever before. Now, three DITA pioneers offer the first complete roadmap for successful DITA adoption, implementation, and usage. Drawing on years of experience helping large organizations adopt DITA, the authors answer crucial questions the “official” DITA documents ignore, including: Where do you start? What should you know up front? What are the pitfalls in implementing DITA? How can you avoid those pitfalls? The authors begin with topic-based writing, presenting proven best practices for developing effective topics and short descriptions. Next, they address content architecture, including how best to set up and implement DITA maps, linking strategies, metadata, conditional processing, and content reuse. Finally, they offer “in the trenches” solutions for ensuring quality implementations, including guidance on content conversion. Coverage includes: Knowing how and when to use each DITA element–and when not to Writing “minimalist,” task-oriented information that quickly meets users’ needs Creating effective task, concept, and reference topics for any product, technology, or service Writing effective short descriptions that work well in all contexts Structuring DITA maps to bind topics together and provide superior navigation Using links to create information webs that improve retrievability and navigation Gaining benefits from metadata without getting lost in complexity Using conditional processing to eliminate redundancy and rework Systematically promoting reuse to improve quality and reduce costs Planning, resourcing, and executing effective content conversion Improving quality by editing DITA content and XML markup¿ If you’re a writer, editor, information architect, manager, or consultant who evaluates, deploys, or uses DITA, this book will guide you all the way to success. Also see the other books in this IBM Press series: Developing Quality Technical Information: A Handbook for Writers and Editors The IBM Style Guide: Conventions for Writers and Editors
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Author: JoAnn T. Hackos

Publisher: Wiley

ISBN: 9780471085867

Category: Computers

Page: 432

View: 7307

Successfully manage Web content to achieve a competitive edge Using the content management strategy that she developed for companies such as Nortel, Motorola, Cisco, and others, Hackos walks readers through the stages of effective Web content management. She shows how to establish a content strategy based on what type of content a user needs, the platforms to which it should be delivered, and the types of content necessary for the organization. Readers will learn how to develop and incorporate an information model into their Web site design as well as how to transform their organization's processes to ensure dynamic content delivery. They'll also find tips on how to take advantage of XML.
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Strategy and Structure For Future-Ready Content

Author: Sara Wachter-Boettcher

Publisher: Rosenfeld Media

ISBN: 193382090X

Category: Computers

Page: 240

View: 7631

Care about content? Better copy isn't enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go.
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Author: Val Swisher

Publisher: XML Press

ISBN: 1492002089

Category: Computers

Page: 100

View: 2322

When you want to engage customers, you must have great content that speaks to them in their language. Success in foreign markets takes research, planning, and sensitivity regarding the culture, expectations, and buying habits of each target customer. Because of this, more and more companies are translating more content into more languages every day. Global Content Strategy: A Primer gives you the information you need to get started navigating the global content landscape. From tips on making your global content more accessible to details on how to ensure that your words and images are prepared for the world, this book provides information every global organization needs to be successful.
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Author: Donna Spencer

Publisher: N.A

ISBN: 9780956174062

Category: Information technology

Page: 310

View: 4360

If you're a website designer, intranet manager or someone without much Information Architecture experience, this book answers all those questions you were afraid to ask.Drawing on her many years experience of practising and teaching Information Architecture, Donna Spencer guides you through some simple steps to better IA and leaves you feeling empowered and able to run your own IA projects. Whether it's organising content, providing clear descriptions or ways for people to get to them, this book is armed with practical advice and examples.
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Author: Kristina Halvorson,Melissa Rach

Publisher: New Riders

ISBN: 0132883244

Category: Computers

Page: 216

View: 9950

FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.
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Methods, Guidelines, and Templates for Getting Content Right

Author: Meghan Casey

Publisher: New Riders

ISBN: 0134105125

Category: Computers

Page: 288

View: 5432

In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what’s wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you’ll face. In this practical and relevant guide, you’ll learn how to: Identify problems with your content and persuade your bosses it’s worth the time and resources to do it right Make sense of your business environment and understand your audience Get stakeholders aligned on business goals and user needs Set your content strategy and decide how to measure success Create, maintain, and govern on-strategy content You’ll learn to control your content–and not have it control you.
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Blueprints for the Web

Author: Christina Wodtke,Austin Govella

Publisher: Pearson Education

ISBN: 9780132104258

Category: Computers

Page: 312

View: 4562

Information Architecture: Blueprints for the Web, Second Edition introduces the core concepts of information architecture: organizing web site content so that it can be found, designing website interaction so that it's pleasant to use, and creating an interface that is easy to understand. This book helps designers, project managers, programmers, and other information architecture practitioners avoid costly mistakes by teaching the skills of information architecture swiftly and clearly.
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Author: Paula Ladenburg Land

Publisher: XML Press

ISBN: 1492002003

Category: Computers

Page: 152

View: 5700

Successful content strategy projects start with a thorough assessment of the current state of all content assets: their quantity, type, and quality. Beginning with a data-rich content inventory and layering in a qualitative assessment, the audit process allows content owners and business stakeholders to make informed decisions. Content Audits and Inventories, by veteran content strategist Paula Land, shows you how to begin with an inventory, scope and plan an audit, evaluate content against business and user goals, and move forward with a set of useful, actionable insights. This practical, tactic-filled handbook walks you through setting up and running an inventory using an automated tool, setting the stage for a successful audit. Specific audit tactics addressed include auditing for content quality, performance, global considerations, and legal and regulatory issues. You will also learn how to do a competitive audit and incorporate personas into an audit. Tips on presenting audit results to stakeholders will help you deliver effective strategies.
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Writing Web Content that Works

Author: Janice Redish

Publisher: Elsevier

ISBN: 0123859301

Category: Computers

Page: 368

View: 3374

"Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors' needs. Learn how to create useful and usable content from the master - Ginny Redish. Ginny's easy-to-read style will teach you how to plan, organize, write, design, and test your content"--
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Systems, Features, and Best Practices

Author: Deane Barker

Publisher: "O'Reilly Media, Inc."

ISBN: 1491908084

Category: Computers

Page: 378

View: 6055

Looking to select a web content management system (CMS), but confused about the promises, terminology, and buzzwords? Do you want to understand content management without having to dive into the underlying programming? This book provides a clear, unbiased overview of the entire CMS ecosystem—from platforms to implementations—in a language- and platform-agnostic manner for project managers, executives, and new developers alike. Author Deane Barker, a CMS consultant with almost two decades of experience, helps you explore many different systems, technologies, and platforms. By the end of the book, you’ll have the knowledge necessary to make decisions about features, architectures, and implementation methods to ensure that your project solves the right problems. Learn what content is, how to compare different systems, and what the roles of a CMS team are Understand how a modern CMS models and aggregates content, coordinates workflow, and manages assets Explore the scope and structure of a CMS implementation project Learn the process and best practices for successfully running your CMS implementation Examine the practice of migrating web content, and learn how to work with an external CMS integrator
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Author: Anne Gentle

Publisher: Lulu.com

ISBN: 1387081322

Category: Computers

Page: 116

View: 7891

Looking for a way to invigorate your technical writing team and grow that expertise to include developers, designers, and writers of all backgrounds? When you treat docs like code, you multiply everyoneOs efforts and streamline processes through collaboration, automation, and innovation. Second edition now available with updates and more information about version control for documents and continuous publishing.
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A Quick Start

Author: Sissi Closs

Publisher: Springer

ISBN: 3319283499

Category: Computers

Page: 62

View: 3032

This book presents a concise, real-world description of DITA principles. Explanations are provided on the basis of simple, applicable examples. The book will be an excellent introduction for DITA novices and is ideal as a first orientation for optimizing your information environment.
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