In this essential guide, Meghan Casey outlines a step-by-step approach for doing content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like telling your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Reading The Content Strategy Toolkit is like having your own personal consulting firm on retainer with a complete array of tools and tips for every challenge you'll face. In this practical and relevant guide, you'll learn how to: Identify problems with your content and persuade your bosses it's worth the time and resources to do it right Make sense of your business environment and understand your audience Get stakeholders aligned on business goals and user needs Set your content strategy and decide how to measure success Create, maintain, and govern on-strategy content You'll learn to control your content-and not have it control you.
Meghan Casey is the lead content strategist at Brain Traffic, the world's leading agency devoted exclusively to content. She helps a wide variety of clients-startups, nonprofits, colleges and universities, Fortune 50 companies, and everything inbetween-solve the messy content problems most organizations encounter every day. She has also helped The Nerdery, a software development shop, build content strategy into their User Experience practice. Meghan is a regular trainer and speaker on content strategy topics and once inspired workshop participants to do the wave. Yep, that really happened. She has been working with content and communications since 1996.
Section I: Get Budget and Buy-in Chapter 1: Identify the Problems and Opportunities Chapter 2: Convince Leaders and Get the Resources Section II: Set Up for Success Chapter 3: Get Stakeholders On-board Chapter 4: Set and Align on Project Objectives Chapter 5: Run the Project Section III: Dig In and Get the Dirt Chapter 6: Understand Your Business Environment Chapter 7: Learn About Your Audience and Users Chapter 8: Get Familiar With Your Content Chapter 9: Review How Work Gets Planned and Done Chapter 10: Put it all together Section IV: Articulate Your Strategy Chapter 11: Create a Content Compass Chapter 12: Decide How You'll Measure Success Chapter 13: Design Your Content Section V: Put Your Strategy Into Action Chapter 14: Create On-strategy Content Chapter 15: Plan and Maintain Over Time Appendix: List of Tools Index