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Author Bloomstein, Margot.

Title Content strategy at work : real-world stories to strengthen every interactive project / Margot Bloomstein.

Imprint Waltham, MA : Morgan Kaufmann, ©2012.

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Location Call No. OPAC Message Status
 Axe Elsevier ScienceDirect Ebook  Electronic Book    ---  Available
Description 1 online resource
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Summary 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 solid content strategy framework and ways to implement in your business and with your clients Includes a multitude of case studies interviews both successes and failures from different industries and a variety of company types Details what you need to incorporate best practices such as resources, time, and budget.
Contents How content strategy can help -- Designing cohesive experiences: introducing content strategy to design -- Embracing reality: incorporating content strategy into project management and information architecture -- Executing on content strategy through copywriting, curation, and aggregation -- Coupling content strategy with search engine optimization -- Improving content management with content strategy -- Grounding social media in content strategy -- Growing the business and getting to work.
Bibliography Includes bibliographical references and index.
Note Print version record.
Language English.
Subject Internet marketing.
Branding (Marketing)
Information technology -- Management.
Web site development.
Web sites -- Design.
Marketing sur Internet.
Stratégie de marque.
Technologie de l'information -- Gestion.
Sites Web -- Développement.
Sites Web -- Conception.
branding.
Branding (Marketing)
Information technology -- Management
Internet marketing
Web site development
Web sites -- Design
Online-Marketing
Other Form: Print version: Bloomstein, Margot. Content strategy at work. Waltham, MA : Morgan Kaufmann, ©2012 9780123919229 (DLC) 2011051520 (OCoLC)761856727
ISBN 9780123919229 (electronic bk.)
0123919223 (electronic bk.)
9780123919298
0123919290
1283434156
9781283434157
9786613434159
6613434159
Standard No. AU@ 000049014104
AU@ 000053283040
AU@ 000059222625
CHBIS 007612503
CHNEW 001010419
CHVBK 185538703
DEBBG BV042305207
DEBSZ 405340869
NZ1 15189107

 
    
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