The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right
暫譯: 內容策略工具包：獲得正確內容的方法、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)

在這本必備指南中，Meghan Casey 概述了一個逐步的方法來成功制定內容策略，從規劃和創建內容到交付和管理內容。擁有這本書，您可以自信地處理一些困難的任務，例如清楚地向您的上司或客戶解釋他們的內容有什麼問題、獲得預算來進行內容工作，以及使利益相關者對共同願景達成一致。擁有《The Content Strategy Toolkit》在您身邊，就像雇用您自己的個人顧問公司。您將獲得一整套針對大多數挑戰的指導、工具和範本。

在這本實用且相關的指南中，您將學習如何：
- 確定內容中的問題並說服您的上司值得花時間和資源來正確處理
- 為您的內容項目組建一支優秀的團隊
- 為內容轉型做好組織準備
- 理解您的商業環境並了解您的受眾
- 使利益相關者在商業目標和用戶需求上達成一致
- 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

您將學會如何將內容視為一項戰略資產。

「優質內容增加價值。低質量內容摧毀價值。就是這麼簡單。Meghan 的書提供了具體、實用且立即可行的想法，將幫助您提高內容的質量。」--GERRY MCGOVERN，Customer Carewords 首席執行官

「這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。如果您希望建立一個新的實踐或重新調整現有的實踐，這本書將幫助您成功。」--NATALIE MARIE DUNBAR，著作《From Solo to Scaled: Building a Sustainable Content Strategy Practice》

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)

**梅根·凱西**擁有 Do Better Content Consulting。她幫助各種客戶——從初創公司、非營利組織、大學和學院、財富 50 強公司，以及介於這些之間的所有組織——解決大多數組織每天面臨的複雜內容問題。

梅根還幫助幾個機構和客戶提升他們的內容策略能力。也許她最引以為傲的時刻是當內容策略從業者告訴梅根，這本書的第一版幫助他們啟動了內容策略的職業生涯、解決了一個困難的內容項目，或獲得了晉升。

作為內容策略主題的定期培訓師和演講者，她曾在工作坊中激勵參與者自發地做波浪動作。沒錯，這真的發生過。梅根自 1996 年以來一直從事內容和傳播工作，當時她從康考迪亞學院獲得了寫作學士學位。她還擁有哈姆萊大學的非營利管理碩士學位。

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