Content Strategy for the Web

What's "Content Strategy for the Web" by Kristina Halvorson about?

• Introduction to Content Strategy: The book introduces the emerging practice of content strategy, focusing on planning for the creation, delivery, and governance of useful, usable content.
• Target Audience: It is aimed at companies, agencies, and beginning practitioners who want to understand what content strategy is, why it’s important, and how to implement it.
• Comprehensive Guide: The book provides a high-level overview of the benefits, roles, activities, and deliverables associated with content strategy.

Why should I read "Content Strategy for the Web"?

• Practical Insights: The book offers practical insights into how to fix web content and make it a valuable business asset rather than an afterthought.
• Strategic Approach: It emphasizes the importance of a strategic approach to content, which can lead to better user experiences and business outcomes.
• Expert Guidance: Written by Kristina Halvorson, a leading content strategist, the book is a trusted resource for anyone looking to improve their web content strategy.

What are the key takeaways of "Content Strategy for the Web"?

• Content as a Business Asset: Treat content as a critical business asset that requires strategic planning and ongoing governance.
• Comprehensive Process: Understand the full content lifecycle, from auditing and analysis to strategy, creation, and maintenance.
• Collaboration and Alignment: Emphasize the importance of collaboration across disciplines and alignment with business objectives and user needs.

How does Kristina Halvorson define content strategy in the book?

• Holistic Planning: Content strategy is defined as the practice of planning for the creation, delivery, and governance of useful, usable content.
• Beyond Tactics: It’s not just about tactics like blogs or social media; it’s a comprehensive plan that aligns with business goals and user needs.
• Content Lifecycle: The strategy covers the entire content lifecycle, ensuring content is treated as a valuable asset.

What are the main components of a content strategy according to the book?

• Creation: Determine what content will be created, why, and how it will be structured and sourced.
• Delivery: Plan how content will be delivered to users, including the tools and channels used.
• Governance: Establish who will maintain the content, how updates will be managed, and what standards will be enforced.

What is the role of a content strategist as described in "Content Strategy for the Web"?

• Content Advocate: The content strategist advocates for content throughout the project, ensuring it aligns with business and user needs.
• Research and Analysis: They conduct research and analysis to inform content recommendations and decisions.
• Implementation Oversight: The strategist oversees the implementation of content strategy, including creation, delivery, and governance.

How does the book suggest conducting a content audit?

• Content Inventory: Start with a content inventory, cataloging all existing content to understand what you have and where it lives.
• Quantitative and Qualitative Audits: Perform both quantitative audits (focusing on data and organization) and qualitative audits (focusing on content quality and effectiveness).
• Specialized Audits: Consider specialized audits for SEO, metadata, and localization to address specific content needs.

What is the importance of a content workflow as per the book?

• Streamlined Process: A content workflow defines how content is requested, created, reviewed, approved, and delivered, streamlining the process.
• Roles and Responsibilities: It clarifies roles and responsibilities, ensuring everyone knows their part in the content lifecycle.
• Efficiency and Quality: A well-designed workflow improves efficiency and content quality by preventing bottlenecks and ensuring consistency.

How does "Content Strategy for the Web" address content maintenance?

• Lifecycle Approach: The book emphasizes a lifecycle approach to content, where maintenance is an ongoing process, not a one-time task.
• Maintenance Plan: It suggests creating a maintenance plan that outlines tasks, roles, and schedules for keeping content accurate and relevant.
• Editorial Oversight: Regular audits and editorial oversight are crucial to maintaining content quality over time.

What are some of the best quotes from "Content Strategy for the Web" and what do they mean?

• "Content is the web.": This quote underscores the centrality of content in the online experience, highlighting its importance in web strategy.
• "Content strategy can help.": A simple yet powerful statement that encapsulates the book’s message that a strategic approach to content can solve many web-related challenges.
• "Content should be your first thought. Not an afterthought.": This emphasizes the need to prioritize content in web projects, rather than leaving it until the last minute.

How does the book suggest measuring the success of a content strategy?

• Web Analytics: Use web analytics to assess user behavior and measure the impact of content on business objectives.
• Success Metrics: Define clear success metrics tied to business goals and user needs to evaluate content effectiveness.
• Continuous Improvement: Implement a continuous improvement process, using data to make informed decisions about content updates and changes.

What is the relationship between content strategy and user experience design in the book?

• Interdependent Roles: The book argues that content strategy and user experience design are interdependent, with content being a key component of the user experience.
• Collaboration Needed: Successful web projects require collaboration between content strategists and UX designers to ensure content supports the overall user experience.
• Beyond Design: Content strategy goes beyond design, focusing on the substance and structure of content to meet user needs and business goals.