Everything you say here about content and content strategy can apply equally to the creation of a book. Mar 18, 2020 5 elements of a comprehensive government ai strategy artificial intelligence has tremendous potential for government, but putting it to work requires making management choices up front. In the elements of content strategy, content strategist erin kissane outlines this process. They know that the best way to maximize their reach is by going deep and writing books.
Im a veteran copywriter living and working in shanghai, and found the elements of content strategy buy direct from a book apart great food for thought in thinking long and hard about content, particularly in ways to talk with clients about what content is, who it serves and how to best leverage it in meeting business objectives. Feb 11, 2014 10 must reads for content creation and strategy. In the last few years, the value of content strategy has been articulated in dozens of blog posts, articles, and books, but its quite simple. So what are the atomic units of a content marketing strategy that will focus and interconnect your execution.
The elements of content strategy brief books for people. Mar 30, 2011 the elements of content strategy does not dive too deeply into any one aspect of content strategy, nor does it skim over the tentpoles of the discipline at a height as to be useless. The language of content strategy is the collaborative effort of 52 content strategists. Read the elements of content strategy by erin kissane online. She currently leads projects for content strategy consultancy brain traffic, and was formerly editor of a list apart magazine, editorial director of happy cog studios, and a freelance writer and editor. The ultimate guide to content marketing strategy in 2020.
High performance levels, however, ultimately mean that a strategy is also being executed well. Ive heard everything from were too new to were not big. Developing effective, ongoing, successful content strategy isnt as difficult as it sounds if you do it in the right way. The elements of content strategy a book apart, 2011, by erin kissane, provides the most brief yet thorough treatment of content strategy that. In my copy, the first four chapters are covered in notes. The elements of this content share a common structure, and each element appears in a similar location in every book. Broadly stated, strategy is the planning, coordination, and general direction of military operations to meet overall political and military objectives. Apr 04, 2016 from understanding the business value of content to making smarter decisions about what content to use and when, this book is a delight to read. I do think theres more to content strategy than writing, but im also happy to accept that many writers have been doing content strategy for a long time, maybe because no one else is there to do it or maybe because theyre the best person to do it.
The only apparent commonality is that all content strategy deals with content. I wrote the elements of content strategy because as the internet worms its way further and further into our lives, digital content becomes centrally important to the ways in which we live and work. The readers will be able to improve the quality and content of their own strategies and thus improve substantially the results achieved. Mar 08, 2011 in content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. Just over eight years ago, we published the third title in our collectiona book that would change the content strategy landscape for years to come. The elements of content strategy by erin kissane goodreads. Here are a few key elements for a good book marketing strategy. Why writing a book is the best content strategy youve never. A content strategy can either be about a brands journey to land a customer useful when a brand is new or has lost its way, or a content strategy can be about a customers journey and how the brand can help. Ironically, i found this primer on content strategy, the elements of content strategy by erin kissane, lacking in both content and strategy.
To get the most out of your content marketing efforts, you need to actively promote it to reach your target audience. They are appropriate for readers who are experienced in content marketing as well as those new to the field. Complete beginners guide to content strategy ux booth. Complicating the issue is that content marketing success requires ideas and insights from experts from dozens of other fields, including. Instead, our discipline rests on a series of core principles about what makes content effectivewhat makes it work, what makes it good. Advance praise for content strategy for the web, second edition.
Nov 22, 2017 narrow the search to content marketing books and 2,736 options appear. Search the worlds most comprehensive index of fulltext books. A book apart, read the elements of content strategy book for. Content strategy for the web, kristina halvorson the industry standard primer clout. Lets kick off with some definitions, monica bussolati has put together a great resource of content strategy definitions, some of which ive included below. Among these common methodologies are omnichannel publishing, marketing and planning, adaptive content, content governance, information architecture, and branding. Moreover, what made it hard to get through even such a short book was the dry prose. The 11 essential elements of a content marketing strategy. Military strategy and tactics are essential to the conduct of warfare. About a book apart we cover the emerging and essential topics in web design and development with style, clarity, and above all, brevity. Book marketing and promotion provide the most traction for your book, but most selfpublished authors and small independent publishers do not have large budgets to pay for extravagant book marketing campaigns. Erin kissane is a content strategist and editor based in new york city and portland, oregon.
The language of content strategy by scott abel and rahel anne bailie. Very often i find that books appearing in the empowermentpersonal growth field, or from various coaching disciplines, are nothing but fluffedup advertorials for the authors speaking career or seminars. Ultimately, i believe that the purpose of a content strategy is to. She is the owner of brain traffic, a content strategy agency. This is a sample chapter from erin kissanes book the elements of content strategy. Erin kissane wrote a book about content strategy and youre reading quotes on the website to decide if you should buy it. Apr 23, 2017 why writing a book is the best content strategy youve never thought of. Content is the atomic unit of marketing the currency of how to get attention when done well. Kristina halvorson, in content strategy for the web, offers a concise and well produced introduction to a subject of interest to those of us involved in workplace learning and performance trainingand anyone else interested in knowing how to reach online audiences effectively through well designed and engaging content. Heres how the five elements of a story are also the basis of a content strategy. In the space of a few chapters, she had changed our field forever, for the better.
Tactics implement strategy by shortterm decisions on the movement of troops and employment of weapons on the field of battle. More than likely, youll read a section of this book, put it down, work on your content strategy, pick up the book, and repeat. The specific purpose of this book is to give a concise and portable guide to the essential elements of successful strategy. The parts of a book and the elements of content the balance. Elements of content strategy by erin kissane shrinkwrapp. Content strategy has its roots in the fields of editing, curating, marketing, and information science. Each strategist explains a different content strategy term, leaving the reader with a wealth of information that at a pace of 1 per week could easily take a year to explore. Open library is an open, editable library catalog, building towards a web page for every book ever published.
Erica kissanes free to read book elements of content strategy describes another model. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart, 2011, published today. The elements of content strategy brief books for people who. A book apart, read the elements of content strategy book. Its going to take some research and a clear vision as to what you hope to accomplish new customers, enhanced corporate reputation, and introduction of new productsconcepts. The classic writers handbook, this gives you the golden rule for writing and. A short book for content strategists and managers on implementing a complete content strategy in wordpress.
As someone once said, a successful content strategy is 20% creation and 80% promotion. The elements of content strategy brief books for people who make websites, no. When the five elements of strategy are aligned and mutually reinforcing, the firm is generally in a position to perform well. Explore content strategys roots, and quickly learn not only how its done, but how you can do it. Most content marketing books that cover highlevel theories, frameworks, and case studies are entertaining, but ultimately forgettable reads. In content strategy, there is no playbook of generic strategies you can pick from to assemble a plan for your client or project. The elements of content strategy 2010 edition open library. Explore content strategys roots, and quickly learn not only how its done, but how you can do it well. The content strategy template walks you through researching and writing up the three key elements of a content strategy. My new book, the elements of content strategy, was published in march of 2011 by a book apart. For a more hardcore approach and a consideration of the ethics and principles of rhetoric, try these starting points. Nowadays, a book may be published traditionally or selfpublished or not even published in print at all. You can read an excerpt at a list apart magazine, or buy it direct from the publisher in a beautiful paperback edition, as a set of drmf.
As always, ive included books on a range of topics, from brand identity and copywriting to content strategy and project management. A content strategist repeatedly evaluates content, re designs contentrelated things, and executes the plans from the designs. This brief guide explores content strategys roots, and quickly and expertly demonstrates not only how its done, but how you can do it well. The elements of content strategy brief books for people who make. Planning for the creation, delivery, and governance of useful, usable content kristina halvorson, brain traffic planning for the creation, aggregation, delivery. Jan 17, 2011 a lot depends on who you are and what sort of content strategy youre interested in. Most business owners and executives have countless excuses for not having a formal strategic plan. Another system approaches the problem in a more streamlined fashion, organizing the different components of content strategy along a timeline for practical application. The elements of content strategy provides strategists, copywriters, creative directorsanybody in the content chainwith keen insights, both conceptual and nuts and bolts stuff.
The elements of content strategy by erin kissane, 2010, a book apart edition, paperback in english. You construct a book marketing strategy and forge ahead step by step. Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on knowledge needed by project managers, department heads, and other decisionmakers who find themselves in the position of needing to know about content strategy. But simply creating content without a thoughtful vision is a lot like writing individual book pages for readers expecting a story. The implication is that your content strategy should support the creation of content that meets these criteria. This brief guide explores content strategy s roots, and quickly and expertly demonstrates not only how its done, but how you can do it well. The elements of content strategy is available to read for free. Feb 15, 2016 4 essential components of a good content strategy the latest statistics reveal that only 30% of b2b businesses believe their content marketing strategy is effective. Even for someone who is very interested in content online and otherwise this was just too boring, i am sorry to say. The first edition of kristina halvorsons little book was like a rip in the matrix through which light poured.
The elements of content strategy by erin kissane get the elements of content strategy now with oreilly online learning. Jun 21, 2018 kristina halvorson is widely recognized as one of the most important voices in content strategy. Many content strategy books, articles, and posts assume the need for persuasion. Two books every content strategist should own are content strategy for the web by kristina halvorson and melissa rach and the content strategy toolkit by meghan casey. But most book content is arranged in a traditional, prescribed manner. Jan 01, 2010 the elements of content strategy brief books for people who make websites, no. And it follows that content strategy the practice of planning for, designing, and managing content is also getting closer to the center of both web projects and entire organizations. Erin kissane author of the elements of content strategy. This second edition retains all that was wonderful in the first book, while. The elements of content strategy does not dive too deeply into any one aspect of content strategy, nor does it skim over the tentpoles of the discipline at a height as to be useless. The elements of content strategy by erin kissane, 2010, a. Everyday low prices and free delivery on eligible orders. But most of the time, your content strategy falls short by missing some crucial elements.
A unified content strategy provides the concepts, strategies, guidelines, processes, and technological options that will prepare enterprise content managers and authors to meet the increasing demands of creating. Science of influential web content, colleen jones not just. The content strategists reading list brain traffic. Buy the elements of content strategy brief books for people who make websites. Usercentered design for the web and beyond by jesse james garrett. Erin kissanes the elements of content strategy stands the test of time in any formatprint or digitaland now, were beyond delighted to make it available on the web.
Todays businesses are overwhelmed with the need to create more content, faster, cutomized for more customers, and for more media than ever before. And what does the content renaissance mean for you. Erin kissane content strategy is the webs hottest new thing. A book apart the elements of content strategy designing the. New and experienced content strategists alike turn to these books to learn the essentials of content strategy.
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