The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter), by Meghan Casey
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The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter), by Meghan Casey
Free Ebook Online The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter), by Meghan Casey
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.
The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter), by Meghan Casey - Amazon Sales Rank: #27736 in Books
- Brand: Casey, Meghan
- Published on: 2015-06-28
- Original language: English
- Number of items: 1
- Dimensions: 8.90" h x .70" w x 6.90" l, .0 pounds
- Binding: Paperback
- 288 pages
The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter), by Meghan Casey Review “Quality content increases value. Poor-quality content destroys value. It’s as simple as that. Meghan’s book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content.” —Gerry McGovern, CEO, Customer Carewords “You will thank Meghan for her no-nonsense approach to forming and executing content strategy. If you apply the techniques and tips in this book, you will advance not only your content but also your career.” —Colleen Jones, CEO of Content Science and author of Clout: The Art + Science of Influential Web Content “Ever wondered what to include in your content audit? Struggled to sell your boss on content strategy? This book is for you. Packed with activities, diagrams, and sample documents, The Content Strategy Toolkit is a supremely practical guide you’ll turn to again and again. Best of all, Meghan Casey doesn’t just explain the tools—she helps you figure out which ones you need, when.” — Sara Wachter-Boettcher, content strategy consultant and author of Content Everywhere “This book is a must read for people who truly value customer experience. Organizations can’t say they have consumer-centric sites without having a firm handle on their content and the tasks their users are trying to complete. The practical advice you’ll gain will help you ensure your site has a solid foundation.” — Jane Keairns, Assistant Director of Digital Strategy—Corporate Marketing, Principal Financial Group “Practical, relevant, and realistic: Those are the qualities that describe content strategy, and those are the qualities Meghan Casey brings to every chapter in this book. We’ve long suffered projects that are the stuff of fantasy and lofty castles in the sky. Content strategy puts a foundation under those fantasies so you can communicate consistently, effectively, and sustainably. Arm yourself with this book and gain tools, techniques, and tips to bring to every project.” — Margot Bloomstein, author of Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project and Principal at Appropriate, Inc. “The Content Strategy Toolkit is a great resource for helping you to align stakeholders and take control of your content. If you’re a seasoned professional or just getting started, Meghan’s experience guides you through complex, challenging projects. Business goals? Check. User needs? Check. You with a satisfied smile from a job well done? Check.” — Andrew Crow, Head of Design, Uber “Ms. Casey has written the essential guide for anyone involved in the creation and care of online content. She provides clear direction and scalable methods, explaining why they are important along the way. And, she’s included tips on how to talk about content strategy in the language of business and budgets. It’s easy-to-read, it’s actionable, and it’s certain to find a spot on every content strategists’ bookshelf.” — Clinton Forry, Vice President, Content Strategy at Weber Shandwick. Today businesses are competing for attention with thousands of content providers. And they’re not who your CEO imagines. They’re BuzzFeed, Instagram, Hulu, Bloomberg … and the list goes on. You can bet they have a content strategy. Meghan Casey gives you the inside story on how to build a business case for content strategy, apply cold-eyed analysis to all the content you’ve got lying around, and reshape it into marketing gold. — Anne Condon, senior marketing professional in the healthcare industry "Meghan Casey asks me to write this blurb for her book and I was like, 'What book, where? All I see is a ridiculously useful toolset that will help your organization actually create and use your content strategically, and in surprisingly effective ways.'" — Ann Handley, author, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
About the Author 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.
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Most helpful customer reviews
4 of 4 people found the following review helpful. Loved it. By Tracey This is a really cool book. It's useful for both newer content strategists who are looking for an overall roadmap of the process of a project, and also for more seasoned professionals who'd like to dip in to specific chapters for new ideas, tips, or tools. The tools that come with the book are awesome, too - I recently used the plan for the Objective Alignment Session in a large project kickoff, and the results were great.I would definitely recommend this book to everyone working in content strategy (or even with content strategists). It's comprehensive, written in an easy, conversational tone, and chock full of great ideas.
2 of 2 people found the following review helpful. Clear advice and guidance. By Russ The Content Strategy Toolkit illustrates in easy to understand terms how to write better content, and how to get people to engage more with the content that you write.The book takes you from the beginning to end of how to write content. From evaluating what is wrong with your original content, to how to structure your content so that it illustrates effectively the point you are trying to get across so that your content stands above others.Each chapter is laid out with a clear objective, and the relevant tools that are required are shown, along with clear instructions on how to use the tools.Meghan is a real world practitioner of content writing and so the skills and experience she imparts are taken from real world examples and examples that are proven to work This is shown in the way the book is written with the depth of understanding and the tools and techniques used.This book will benefit a wide range of people from those who are seasoned content writers to those who are just setting out on writing content by introducing the skills required for content writing, and helping improve the skill set of existing content writers.The skills I have gained from reading this book can also be turned to other areas of my profession, as the methods for evaluating and reasoning why content is not reaching it’s intended audience can be turned to pretty much any area where users have to interact with something. The toolkits can also be modified and used to help out too.This book is a breath of fresh air. It’s not often a highly skilled content writer will impart their knowledge and ‘best secrets’ to help to improve the game of others. In this case, this is exactly what Meghan does. The easy to read style, and informal manner of the text kept me hungry and wanting to do more. It has pushed me to better my content writing skills, and also to be able to offer constructive criticism of others who ask my opinion.The best part of this book are the templates that can be used, and by following these templates you will soon find yourself not only writing better content, but finding it easy, more structured, and a joy to do so. The guidelines that Meghan has are real world examples, and she has cited the sources and references so that you understand each of the guidelines and templates are not the thoughts of an individual, more they are the best available methods to help write content that delivers the results you want.The book covers the many different ways of writing content to achieve different results and as such it is a very valuable resource for content writers, creatives, and even people who create things for others to use. I cannot recommend this book highly enough as it will not only change the way you write your content, but also the way in which you view the content written by others.
2 of 2 people found the following review helpful. A practical, essential part of a content strategy bookshelf, and a strong orientation to anybody getting into the field By C. Saunders Meghan Casey's The Content Strategy Toolkit delivers what it promises: a well-structured, content-rich set of tools for content strategy practitioners both novice and advanced. I appreciate the practicality of this book. The author organizes her thoughts into a linear, logical flow, communicated in useful bullet-points, making it easy to browse and read.Casey packs her book with a workshop full of well-crafted and useful content strategy tools, including a stakeholder matrix, project kick-off email, project team matrix, session plan and even a sample agenda.In addition to these many tools, Casey offers clear directions for mapping out stakeholders processes, artifacts and deliverables; project management guidance, including timeline, material, reporting and rhythms and a strong overview of the content inventory, auditing, and mapping process.Casey also pays close attention to the stakeholder interview process, including questions and documentation review process notes. These notes culminate in building a discovery inside workbook incorporating best practices from UX design, market research, and general business consulting.While this may seem like an overwhelming amount of material to keep under control, Casey does a good job of aligning all the parts into a strategic framework that ties everything together, from the beginning of the process through the resulting outputs and actions.Casey offers a nod to Sara Wachter-Boettcher’s book Content Everywhere in her overview of structured content and entering content into the CMS.Her content types and components tend to be large, chunky, and high-level -- so it's at this level a high level introduction to modelling.The book does have a tendency to focus on personal and in-person outputs and processes involving sticky notes and whiteboards best suited for traditional and co-located teams, and not much guidance is offered on how to apply the same processes in distributed environments. It may be that content strategy is a full-contact sport, but the nature of business is increasingly distributed, and content strategists should be prepared to embrace various kinds of collaboration.As a content engineer, I also would have appreciated seeing more about content modeling. Casey does reference Rachel Lovinger’s article on the A List Apart website, but largely breezes over structured content and content modeling. Content strategists should embrace and understand content modeling as a core competency, even though content engineers should ultimately own and maintain the content model in collaboration with IT and development stakeholders. The content strategists who are equipped to natively understand and be able to contribute to content models will do their clients great service by contributing to content reuse structure.Casey wraps up her book with a very helpful outline of content governance, editorial management, and other content maintenance topics. She also provides a list of all the tools used in the book, though I wish she had also included additional references to third-party materials and resources for students.All in all, I give The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right five stars, because I believe it to be a practical, essential part of a content strategy bookshelf, and a strong orientation to anybody getting into the field. For other content strategy tools and templates, you might also check out the freely available tools from the Content Strategy Alliance. Those tools are helpful, but the context provided by Meghan Casey’s book is invaluable for any student of content strategy.
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