Table of Contents

• Before We Begin
• REALITY
• 1 NOW: Hit the ground running.
• 2 PROBLEM: Why does your content (still) suck?
• 3 SOLUTION: Content strategy to the rescue.
• DISCOVERY
• 4 ALIGNMENT: Down with silos, up with people.
• 5 AUDIT: Take a close-up look at your current content.
• 6 ANALYSIS Your content lives in a complicated world.
• STRATEGY
• 7 CORE: Core strategy: the center of it all.
• 8 CONTENT: Substance and structure: the stuff they come for.
• 9 PEOPLE Worldflow and governance: the path to victory.
• SUCCESS
• 10 PERSUASION: Making the case for content strategy.
• 11 ADVOCACY: Get out there and do something.
• 12 HERO: Save the content, save the world.
• Content strategy reading list
• Acknowledgments
• About the Authors
• About Brain Traffic
• Index
  

About the Author

Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specialising in content strategy and writing for the web.

Widely recognised as one of the country's leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.

Reviews

“This is the go-to handbook for creating an effective content strategy. The Post-it® notes and dog-eared pages in my copy are evidence
of that!” — Aaro n Watkins, Director of Digital Strategy, Johns Hopkins Medicine

“By far the most comprehensive and accessible book on content strategy available. Required reading for our entire team”
– Lucie Hyde, Director of Content, eBay Europe