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\nMethods, Guidelines, and Templates for  \nGETTING CONTENT RIGHT  \nMEGHAN CASEY  \nTHE CONTENT STRATEGY TOOLKIT:  \nMETHODS, GUIDELINES, AND TEMPLATES FOR GETTING CONTENT RIGHT  \nMeghan Casey  \nNEW RIDERS  \n[Find us on the Web at www.newriders.com](Find us on the Web at www.newriders.com)  \nTo report errors, [please send a note to errata@peachpit.com](please send a note to errata@peachpit.com)  \n[New Riders is an imprint of Peachpit](New Riders is an imprint of Peachpit), a division of Pearson Education.  \nCopyright © 2015 Brain Traffic, Inc. and Meghan Casey  \nEditor: Nancy Peterson, with Clifford Colby  \nProduction Editor: Tracey Croom  \nDevelopment Editor: Robyn G. Thomas  \nCopyeditors: Darren Meiss and Scout Festa  \nCover Design: Sean Tubridy, with Mimi Heft  \nInterior Design: Mimi Heft  \nCompositor: Danielle Foster  \nIndexer: James Minkin  \nNOTICE OF RIGHTS  \nAll rights reserved. No part of this book maybe reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on getting permission for reprints and excerpts, [contact permissions@peachpit.com](contact permissions@peachpit.com).  \nNOTICE OF LIABILITY  \nThe information in this book is distributed on an “As Is” basis, without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit Press shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it.  \nTRADEMARKS  \nMany of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and servicesidentified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.  \nISBN-13: 978-0-134-10510-9  \nISBN-10: 0-134-10510-9  \n9 8 7 6 5 4 3 2 1  \nPrinted and bound in the United States of America  \nIn memory of my parents, Barbara Hanson and Jack Casey, who raised me to find passion and inspiration in what Ido…so thatI might write a friggin’book and dedicate it to them.  \nCONTENTS AT A GLANCE  \nAcknowledgments ......................................... xvii  \nAbout the Author .......................................... xix  \nIn Praise of The Content Strategy Toolkit ..................... xx  \nForeword.................................................xxii  \nIntroduction ............................................. xxiv  \nI 􀀂 GET BUDGET AND BUY-IN  \n1 IDENTIFY PROBLEMS AND OPPORTUNITIES 5  \n2 CONVINCE LEADERS AND GET THE RESOURCES 15  \nII 􀀂 SET UP FOR SUCCESS  \n3 GET STAKEHOLDERS ON BOARD 27  \n4 SET AND ALIGN ON PROJECT OBJECTIVES 37  \n5 RUN THE PROJECT 47  \nIII 􀀂 DIG IN AND GET THE DIRT  \n6 UNDERSTAND YOUR BUSINESS ENVIRONMENT 65  \n7 LEARN ABOUT YOUR AUDIENCE AND USERS 79  \n8 GET FAMILIAR WITH YOUR CONTENT 93  \n9 REVIEW HOW WORK GETS PLANNED AND DONE 109  \n10 PUT IT ALL TOGETHER 121  \nIV 􀀂 ARTICULATE YOUR STRATEGY  \n11 CREATE A CONTENT COMPASS 135  \n12 DECIDE HOW YOU’LL MEASURE SUCCESS 147  \n13 DESIGN YOUR CONTENT 159  \nV 􀀂 PUT YOUR STRATEGY INTO ACTION  \n14 CREATE ON-STRATEGY CONTENT 187  \n15 GOVERN, PLAN, AND MAINTAIN YOUR CONTENT 201  \nAppendix: List of Tools ..................................... 215  \nIndex ...................................","cbCaij5T8ocRK1M1","https://ap.wps.com/l/cbCaij5T8ocRK1M1","pdf",1750298,262,"English","# Introduction\n## Contents at a Glance\n# I - GET BUDGET AND BUY-IN\n## IDENTIFY PROBLEMS AND OPPORTUNITIES\n## CONVINCE LEADERS AND GET THE RESOURCES\n# II - SET UP FOR SUCCESS\n## GET STAKEHOLDERS ON BOARD\n## SET AND ALIGN ON PROJECT OBJECTIVES\n## RUN THE PROJECT\n# III - DIG IN AND GET THE DIRT\n## UNDERSTAND YOUR BUSINESS ENVIRONMENT\n## LEARN ABOUT YOUR AUDIENCE AND USERS\n## GET FAMILIAR WITH YOUR CONTENT\n## REVIEW HOW WORK GETS PLANNED AND DONE\n## PUT IT ALL TOGETHER\n# IV - ARTICULATE YOUR STRATEGY\n## CREATE A CONTENT COMPASS\n## DECIDE HOW YOU’LL MEASURE SUCCESS\n## DESIGN YOUR CONTENT\n# V - PUT YOUR STRATEGY INTO ACTION\n## CREATE ON-STRATEGY CONTENT\n## GOVERN, PLAN, AND MAINTAIN YOUR CONTENT\n# Appendix\n## List of Tools\n# Index","[{\"question\":\"What does THE CONTENT STRATEGY TOOLKIT focus on?\",\"answer\":\"It focuses on methods, guidelines, and templates for getting content strategy right, from diagnosing issues and gaining resources to designing content and maintaining governance.\"},{\"question\":\"How does the toolkit help teams get budget and buy-in?\",\"answer\":\"It guides readers through identifying problems and opportunities, quantifying missed opportunities, calculating risks, and making arguments using structured presentation materials.\"},{\"question\":\"What steps are included after strategy articulation?\",\"answer\":\"After defining a content compass and success measures, it covers designing content, creating on-strategy content, and governing, planning, and maintaining the content over time.\"}]","THE CONTENT STRATEGY TOOLKIT - METHODS, GUIDELINES, AND TEMPLATES FOR GETTING CONTENT RIGHT | PDF",1789230732,92]