The truth is, without a strategy your content will never reach its full potential. Content strategy creates a framework or a guidance for copywriters and content curators defining the main themes and topics, messaging priorities, content length based on its purpose and target audience characteristics. Content strategy framework core strategy evolve our print production model to deliver singlesource, omnichannel content. Define the core content strategy first, define a strategically relevant and powerful content territory for your brand. The 6step content strategy framework for mighty content marketing. It has helped shape my framework of what content marketing is and. A strategic framework must establish what the organization will do to deliver value for which customers are willing to pay and how it expects to hit target revenues and profits. Vision, goals, audience research, voice and style, ideation, external governance.
A roadmap for creating an effective content strategy. This manual offers a framework for strategic planning with suggestions developed specifically for nonprofit organizations dedicated to aids advocacy and prevention. Check this guide to learn how to develop a great content marketing strategy for your company in 2020, step by step. Click on below buttons to start download content strategy for the web by kristina halvorson pdf epub without registration.
Companies whose employees understand the mission and goals enjoy a 29 percent greater return. The framework offered here provides a checklist for thinking about how you approach your content marketing strategy. It can be a minefield of tools, poor practices and datapacked theories. The ultimate b2b marketing strategy guide for 2020 blue.
Curate the ultimate content marketing library with these 51 book. The newest book to the list, content strategy at work by margot bloomstein, is a great. Note that a content audit is often confused with a content strategy, but really its only one part of building an effective strategy. If communication matters for your company or client, put content strategy to work for you. Kristina halvorson, author of the book content strategy for the web. A content strategy helps define what you will do and what you wont do. Methods, guidelines, and templates for getting content right sample here. Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. A lot depends on who you are and what sort of content strategy youre interested in.
The california preschool curriculum framework, volume 1, was developed by the child development division, california department of education. While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy. The language of content strategy is the gateway to a language that describes the world of content strategy. Kristina halvorson is widely recognized as one of the most important voices in content strategy. You can also apply the mckinsey 7s model to elements of a team or a project. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar. Content strategy creates a framework or a guidance for copywriters and content curators defining the main themes and topics, messaging priorities, content length based on. Chapter 11, create a content compass, provides howto instructions to develop core content strategy statements and messaging frameworks. Content strategy defines content purpose, and then guides planning for the creation, publication, and maintenance of that content. Content strategy at work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content.
Creating a plan before youve prepared is similar to bungee jumping before you measured the rope. If you havent gathered insights about your audience, dont have a marketing framework to operate within, or dont understand the three crucual elements of a salesdriving plan, you wont see success with your 2020 b2b markeing plan. Content strategy at work margot bloomstein appropriate. Casey does a good job of aligning all the parts into a strategic framework that. Thats the framework i use to understand and explain content strategy.
Allow us to introduce the redesigned content marketing framework for 2017. First, grab a copy of my book on amazon, which has a chapter on each of. Think of it as a syllabus of sorts, covering the five core elements necessary for running successful, scalable, and highly strategic content marketing operations within an organization. The ultimate guide to content marketing strategy in 2020. Even if youve never entertained the idea of writing a book, dont rule it out. Jun 30, 2015 now that you have the two key components of your content strategy in placecore content strategy and messaging frameworkyou can tell your content people about them. Its got to be driven by strategy and fit within a framework for how you can use content to create real value for a business. Content strategy concerns itself with the visionthe ins and outs of how and why your content will be created, managed, and eventually archived or updated.
Content strategy at work is a book for designers, information architects, copywriters, project managers, social media consultants, and anyone who works with visual or verbal content. Science of influential web content, colleen jones not just. What is the best content strategy framework for startups. The brain traffic model kristina halvorson and melissa rach describe a model for covering the essential elements of a content strategy in their book content strategy for the web. With a good content marketing strategy you can create opportunities to attract, engage and retain new customers. Content strategy for the web, kristina halvorson the industry standard primer clout. Product, service, and value proposition evaluation, including what sales funnel you and your competitors are.
The solution is content strategy, and this book offers realworld examples. Here is an easy to follow framework for a content strategy. Oct 27, 2016 allow us to introduce the redesigned content marketing framework for 2017. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. Well show you the basic steps of a content audit here. Content strategy focuses on the planning, creation, delivery, and governance of content. It was designed and prepared for printing by the staff of cde press and was published by the department, 1430 n street, sacramento, ca 958145901. Content strategy framework core strategy evolve our. Most content marketing books that cover highlevel theories, frameworks, and case studies are entertaining, but ultimately forgettable reads. She is the owner of brain traffic, a content strategy agency. Content strategy covers a vast territory, everything from how to develop ideas for content that might be valuable, how to measure the value of content produced, how to create content efficiently, and how to deliver content effectively to different channels, audiences and to different contexts, to the human and technical management of content at various levels including versioning, metadata, workflows, business rules, governance, and strategy.
Your organizations success and your personal success depend on how well you define and live by each of these important concepts. The ultimate b2b marketing strategy guide for 2020 blue corona. Editorial calendar, creation, curation, promotion, iteration. A new book came out recently, the content strategy toolkit. Jun 26, 2018 in this guide, ill define what a content marketing strategy is, help you decide if a content marketing strategy is right for your business, and outline a threestep process to analyze your customer base, understand their journey, and then create a content marketing framework that incorporates both pieces. 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. The following is a selection of the top 15 out of 104 content strategy books ive identified across 5 content strategy reading lists. Put content strategy to work for you by taking in neverbeforeseen case studies from teams at johns hopkins medicine, mini, icebreaker, and more. Lets see why these elements are essential for content marketing and how you can start implementing each of them.
Apr 27, 2012 a content strategy roadmap a content strategy roadmapkristina halvorson, brain tra. But these concepts apply to any b2b business and most b2c marketers as well. Well use a fictional coffee delivery service, speedy bean. Plan is the first step in building a successful content marketing strategy. Content not only includes the words on the page but also the images and multimedia that are used. Here is an example of a 7part content strategy framework for b2b lead generation built for seo. Perhaps youve heard of brain traffics content strategy quad shown in figure 1. Meghan casey asks me to write this blurb for her book and i was like, what book. Explore a content strategy framework and processes from both consultancies and inhouse marketing departments.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent conte. Everything you say here about content and content strategy can apply equally to the creation of a book. 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. Download our white paper, the cmi content marketing framework. Content strategy is largely undefined, messy and a challenge. An editorial calendar is like a roadmap for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy. Because content strategy is part of ux add personal context for why i think you should read each book thats being recommended. Explore a content strategy framework and processes from both consultancies and inhouse marketing departments dig into case studies and interviews from brands in academia, apparel, network television, the nonprofit sector, retail, and more gather practical sales techniques and examples to sell content strategy or to use content strategy to sell other services and larger projects content. Your content strategy should force you to prioritize and to say no.
By now, email is a pretty traditional b2b marketing strategy an oldie but a goodie. Those who already have experience with strategic planning will find this a useful refresher and source book of fundamental techniques. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. The model categorizes the seven elements as either. It isnt very complex, but it is something you can use. Why writing a book is the best content strategy youve never. Our content strategy framework begins with a documented content marketing mission. As a copywriter, id like to believe i bat for both teams. Why writing a book is the best content strategy youve.
Content strategy at work is a book for designers, information architects, copywriters, project managers, seo consultants, social media specialists, and anyone who wants to create better user experiences, whether in inhouse marketing departments or agency consulting engagements. This is free download content strategy for the web by kristina halvorson complete book soft copy. This chapter also provides tools to help you develop and document your content compass deliverables. Create a document and include information you learned about the type of reader, the type of content they want and the schedule you should use and, bam, a framework. Digital is quickly becoming or more likely has become your organizations primary communications, sales, marketing, channel of choice.
Ann handley, chief content officer, marketingprofs and wall street journal bestselling author of everybody write melanie deziels book, the content fuel framework, is exactly what businesses need today to get noticed. Jan 12, 2015 an important part of an effective content strategy is its integral linkage to a digital framework. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Presents a solid content strategy framework and ways to implement in. Content marketing offers a tremendous opportunity for businesses to boost their results it allows you to improve your online reputation, build a community and grow advocates of your brand.
If content is king, then content strategy is the kingmaker. The 6step content strategy framework for mighty content. To me, content strategy is a framework for understanding meaning. Apr 23, 2017 even if youve never entertained the idea of writing a book, dont rule it out. If you are still wondering how to get free pdf epub of book content strategy for the web by kristina halvorson. Throughout her book, content strategy for the web, kristina halvorson discusses in detail the benefits of and how to create your content strategy. This is for anyone in any business focused on seo and lead generation. The content strategists reading list brain traffic. The content fuel framework should come packaged with every 2020 marketing plan. Content strategy at work margot bloomstein appropriate, inc.
Make smarter, achievable decisions about what content to create and how. Jan 29, 20 with a good content marketing strategy you can create opportunities to attract, engage and retain new customers. The book goes over how to do content strategy in general, and how to do it well. Content strategy at work by bloomstein, margot ebook. If youre looking for a deeper dive, check out this guide from distilled and this more seofocused one from everett sizemore. According to the content marketing institute, content marketing can be defined as. Discover the processes and people behind a successful content strategy. Authority begins with great ideas, a solid content strategy, and a great team to help you maximize roi. Understand content strategy and its business value. Content strategy plans for thecreation, delivery and governance of useful, usable content.
Ever since strategy arose as a managerial discipline in the 1960s, business leaders have been honing their analysis of where and how to compete, grow, and best manage their organizations. Why you are creating content and what value it will provide. An effective content marketing strategy must have four core elements to be successful. A roadmap for creating an effective content strategy peachpit.
Kristina speaks worldwide about content strategy, educating and inspiring audiences. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get. An effective way to do this is to create an editorial calendar. First referenced in the late 1990s by information designers like ann rockley, content strategy began to gain real traction around 2009. A 4step digital marketing strategy framework equinet academy. Categorize the books into content strategy, writing and user experience. Complete beginners guide to content strategy ux booth. This should lie at the intersection of your audiences passion points and your brand value proposition. All tactical content initiatives must map back to your strategy. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a content strategy. Content strategy framework core strategy evolve our print production model to deliver singlesource. The framework can be used to examine the likely effects of future changes in the organization, or to align departments and processes during a merger or acquisition. Coproduced by scott abel and rahel anne bailie, and with over fifty contributors, all known for their depth of knowledge, this collection of terms forms the core of an emerging profession and, as a result, helps shape the profession. The best marketing framework to guide your b2b strategy.
Next, we need to beat every content program in our industry by being more relevant, useful and original. Strategic and organizational models or frameworks help inform these decisions, offering shorthand for qualitative analysis of potential scenarios and insight on what options to adopt. A content framework you can use content strategy framework. Marketing content evaluation whitepapers, e books, email newsletters, etc. For organizations all over the world, content strategy for the web is the goto content strategy handbook. A framework for content marketing strategy smart insights. Both people and organizations need to establish a strategic framework for significant success. A content strategy roadmap a content strategy roadmapkristina halvorson, brain tra.
1127 1053 77 864 295 590 1336 1473 1563 775 306 590 362 695 1277 1111 1240 1009 867 866 227 410 483 686 1202 586 1388 1324 55 954 632 37 252 989 733 1257 695 79 833 1093 646