The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (內容策略工具包：正確處理內容的方法、指導方針與範本)

Casey, Meghan

The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right

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商品描述

In this essential guide, Meghan Casey outlines a step-by-step approach for successful content strategy, from planning and creating your content to delivering and managing it. Armed with this book, you can confidently tackle difficult activities like explaining clearly to your boss or client what's wrong with their content, getting the budget to do content work, and aligning stakeholders on a common vision. Having The Content Strategy Toolkit at your side is like hiring your own personal consulting firm. You get a complete array of instructions, tools, and templates for most challenges 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
  • Assemble a stellar team for your content project
  • Prepare your organization for content transformation
  • Make sense of your business environment and understand your audience
  • Align stakeholders on business goals and user needs
  • Set a compass for your content and decide how to measure success
  • Create, maintain, and govern on-strategy content

You'll learn how to treat content like the strategic asset that it is.

"Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specifi c, practical, and immediately actionable ideas that will help you increase the quality of your content." --GERRY MCGOVERN, CEO, Customer Carewords

"This second edition goes deep into three integral topics for content leaders-- assembling cross-disciplinary teams, evaluating processes, and building a content playbook. If you're looking to build a new practice or retool an existing one, this book will help you succeed." --NATALIE MARIE DUNBAR, Author, From Solo to Scaled: Building a Sustainable Content Strategy Practice

商品描述(中文翻譯)

在這本必讀指南中，梅根·凱西(Meghan Casey)詳細介紹了一種成功的內容策略的逐步方法，從計劃和創建內容到交付和管理內容。憑藉這本書，您可以自信地應對困難的任務，例如清楚地向您的老闆或客戶解釋他們的內容問題，獲得進行內容工作的預算，以及使利益相關者對共同的願景達成一致。擁有《內容策略工具包》就像聘請了您自己的個人咨詢公司。您將獲得一整套指導、工具和模板，以應對大多數挑戰。

在這本實用且相關的指南中，您將學習如何：
- 辨識內容問題並說服上司，讓他們相信投入時間和資源是值得的
- 組建一支優秀的內容團隊
- 為內容轉型做好組織準備
- 理解您的業務環境並了解您的受眾
- 將利益相關者對齊於業務目標和用戶需求
- 為您的內容設定方向並決定如何衡量成功
- 創建、維護和管理符合策略的內容

您將學習如何將內容視為戰略資產。

“優質內容增加價值。低質量內容破壞價值。就是這麼簡單。梅根的書提供了具體、實用且可立即行動的想法，將幫助您提高內容的質量。” ——GERRY MCGOVERN，Customer Carewords首席執行官

“這本第二版深入探討了內容領導者的三個重要主題——組建跨學科團隊、評估流程和建立內容手冊。如果您想要建立一個新的實踐或改造現有實踐，這本書將幫助您成功。” ——NATALIE MARIE DUNBAR，作者，《從獨立到擴張：建立可持續的內容策略實踐》

作者簡介

Meghan Casey owns Do Better Content Consulting. She helps a wide variety of clients--from startups, nonprofits, colleges and universities, Fortune 50 companies, and everything in between--solve the messy content problems most organizations encounter every day.

Meghan has also helped several agencies and clients build their capacity to do content strategy. Perhaps her proudest moments are when content strategy practitioners tell Meghan that the first edition of this book helped them launch their content strategy career, tackle a difficult content project, or get a promotion.

A regular trainer and speaker on content strategy topics, she once inspired participants to spontaneously do the wave in a workshop setting. Yep, that really happened. Meghan has been working with content and communications since 1996, after receiving her Bachelor of Arts degree in writing from Concordia College. She also holds a Master of Arts in nonprofit management from Hamline University.

作者簡介(中文翻譯)

Meghan Casey 是 Do Better Content Consulting 的擁有者。她幫助各種不同的客戶，包括初創公司、非營利組織、大學、財富50強企業等，解決組織每天都會遇到的混亂內容問題。

Meghan 也幫助過幾家機構和客戶建立他們的內容策略能力。也許她最自豪的時刻是當內容策略從業者告訴 Meghan，這本書的第一版幫助他們開展了內容策略職業生涯，解決了一個困難的內容項目，或者獲得了晉升。

作為內容策略主題的常規培訓師和演講者，她曾在一個研討會上激勵參與者在工作坊中自發地做起了浪潮。是的，這真的發生過。Meghan 自1996年以來一直從事內容和傳播工作，畢業於 Concordia College 的寫作學士學位，並擁有 Hamline University 的非營利管理碩士學位。

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