Right content for the website. A website has only three pages, possibly with one editor. On the other hand, those who have hundreds or even thousands of units of digital content need someone who can step back and figure out what needs to be communicated through the content. Someone who knows how to convey this at best, who needs to produce it, etc. is a kind of editor in chief duplicated by an air traffic controller. They need a content strategy specialist. In recent years, dozens of books, articles, and blog posts have advertised a content strategy. To summarize, a good content strategy: – helps companies understand and produce the types of content that their audience really needs; – allows organizations to develop realistic, sustainable and measurable publishing programs to ensure long-term control over content; – reduces costs by optimizing publications and optimizing existing resources; – develops integrated communication through channels so that online content, print media, social media conversations and internal knowledge management pursue the same goals (so that it is suitable for each channel); prevents the collapse of web projects, which often have significant delays, because the time and effort required to produce good content is underestimated.
Effective content writing for the homepage. And we are only at the beginning. Our discipline is only in its infancy, and so far we only had a vague idea of the potential impact of the Internet on our lifestyle and work habits. The content strategy is booming as organizations around the world begin to realize that they are in dire need of it in order to manage their online communication as well as its rapid expansion. And if the planet is not hit by a comet, this trend is not ready to reverse. What will you find in this book? This book is not an argument for content strategy. This is not a tutorial, exercise guide, or set of predefined results. This is not a miraculous method that will turn your license into an annual salary of 100,000 euros in ten steps.
And this, of course, is not an exhaustive collection. This book is a kind of short reference guide that contains the fundamental principles, skills and practices of our discipline, divided into three sections: “Fundamental principles” describe the common values of our discipline. “Business Content Strategies” examines the accumulated experience in the areas that have made the greatest contribution to our work. “Tools and Techniques” provides a quick overview of the approaches, methods and results used daily in the practice of content strategies. This is a bit like a (very) short tutorial introducing a panel of potential mentors and a key to a food cabinet. Start wherever you want, and stop where you want. At the end of the volume you will find examples and additional resources. And when you are done with this album, join the hot online conversations on this subject, if you have not already done so.
When I’m stuck in a project or frightened by a blank sheet, I keep a handful of books to remember the options that I have: what else can I try, what criteria can I use to evaluate my work, and how to approach the obstacles in front of me in different ways. If this book becomes one of your reference books, my goal will be achieved.
Let’s look at James Bond for a moment. The secret agent can be smart and hardy, he would have been chopped up on the menu hundreds of times if he had not been supported by an ultra-competent team. When he has to chase the villain, the latter mobilizes the Aston Martin DB5. When poisoned by a fatal woman with a dubious relationship, the team gives him an antidote in an injection ampoule straight from a science fiction film. When he emerges from a swamp teeming with alligators trained in battle, she offers him a shower, a shave, and a tailor-made suit. She does not take it high, does not waste her time. She foresees her needs, but does not always offer her everything that she may need.
Content is intended for users when it helps them achieve their goals. Content is ideal for users when it makes them feel great during a critical mission, providing them with exactly what they need, exactly when they need it, and in the best possible way. All this forces you to carefully examine the minds of your users, if not to analyze their features.