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Content Strategy for the Web by Kristina Halvorson

Content Strategy for the Web Kristina Halvorson ebook
Page: 135
Publisher: New Riders Press
ISBN: 0321620062, 9780321620064
Format: pdf

Kristina Halvorson's book quickly became the go-to source when it came out 2009. Edmonton UX book club started its new year with one of the hottest topics in the user experience community: content strategy. Hey, there, everyone who was in my content strategy workshop. Kathy Sierra famously summed up most marketing departments' approach to content in this slide: kathy sierra - How we treat customers. We did so by having Kristina Halvorson come and discuss her book, Content Strategy for Web. For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Yes, most of our organizations have marketers focused on acquiring leads to feed into our nurturing programs; but are we really thinking about this in terms of our content strategies? When consumers finally tire of ads on the web (i.e., pre-roll, roadblock ads, basic banners), what will brands do? How can you realize the value of content while planning for its long-term success? Shopping habits have changed over the last few years. Once all brands have started embracing content marketing, what happens then? While reading Kanter and Fine's The Networked Nonprofit and Halvorson and Rach's Content Strategy for the Web, there are several instances where the two books overlapped each other. While a lot of it is fresh, parts of it also feel a little like a greatest hits mashup of Mobile First and The Elements of Content Strategy, with a bit of Responsive Web Design thrown in. No longer do people like visiting a retail store and checking out the goods that they want to purchase. The second edition (2012) updates this with new case studies, examples and more. It's too limiting to constrain content strategy to the domain of web communications only. For the sake of future proofing and business agility, marketers should develop content strategy independent of any specific medium. (Complete deck is at the end.) Recommended books. How do you create strong, meaningful, powerful content that sells, converts and engages your customers? Content strategyis a relatively new niche discipline in the digital space.