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Content Strategy for the Web, 2nd Edition [Paperback]

Kristina Halvorson , Melissa Rach
4.1 out of 5 stars  See all reviews (38 customer reviews)

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Book Description

February 20, 2012 0321808304 978-0321808301 2


BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success?

For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to:

  • Understand content strategy and its business value
  • Discover the processes and people behind a successful content strategy
  • Make smarter, achievable decisions about what content to create and how
  • Find out how to build a business case for content strategy
With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

Frequently Bought Together

Content Strategy for the Web, 2nd Edition + Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project + Content Everywhere: Strategy and Structure for Future-Ready Content
Price for all three: $74.58

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Editorial Reviews


"In the space of a few chapters, Kristina Halvorson's little book changed our field forever for the better. This second edition retains all that was wonderful in the first book while yielding dazzling new insights into the hows and whys of content strategy." --Jeffrey Zeldman, author, Designing With Web Standards

"Kristina Halvorson and her company Brain Traffic are central to the emerging content strategy discipline." --James Mathewson, Search Strategy and Expertise Lead, IBM

"Content Strategy for the Web touched off the explosive growth of content strategy and its recognition as a critical field of practice. Amazingly, this second edition doesn't just keep up: it pushes content strategy in a more mature--and valuable--direction." --Louis Rosenfeld, author of Information Architecture for the World Wide Web 

"This book is the most important thing to happen to user experience design in years." --Peter Morville, author, Information Architecture for the World Wide Web and Ambient Findability

"Content Strategy for the Web gives you the tools you need to get the right content to the right people in the right place at the right time. Essential reading for marketers everywhere." --Ann Handley, CMO, and author, Content Rules

“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

About the Author


Product Details

  • Paperback: 216 pages
  • Publisher: New Riders; 2 edition (February 20, 2012)
  • Language: English
  • ISBN-10: 0321808304
  • ISBN-13: 978-0321808301
  • Product Dimensions: 9 x 7 x 0.4 inches
  • Shipping Weight: 14.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Best Sellers Rank: #39,308 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
14 of 15 people found the following review helpful
5.0 out of 5 stars Our Mission -- "Save the content, save the world." April 15, 2012
About a year ago, a web designer recommended that I read "Content Strategy for the Web" by Kristina Halvorson. Although the designer was very enthusiastic about the book, I felt my nightstand was already overloaded with "must reads," and I politely declined. What a mistake!

There is a bright side. By waiting a year, I was able to read the second edition of "Content Strategy for the Web" by Kristina Halvorson and Melissa Rach. This book is compelling, entertaining, visionary, instructive, applicable and needed. I'm a Marketing Director, and I've made this required reading for my web team and writers. I've also shared highlights with my boss and my boss' boss.

I'm joyfully spreading the word about the importance of web content. Content needs to be considered at the beginning and throughout the web development process. Good content improves SEO, increases web traffic, establishes your brand, and works with the site design and architecture to create an engaging and satisfying user experience that promotes customer relationships and repeat business. See how important content is?

This book will lead you step-by-step through web content production, process, implementation, and maintenance. The book is very thorough, consistently logical, and surprisingly funny. I suggest you read it with a highlighter, but this is more than a "how to" book. It's a revolution, and it will completely change your view of web development. I would also buy two copies of the book because you will want to share it, and you won't want to give your copy away.
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4 of 4 people found the following review helpful
4.0 out of 5 stars Very good, but lacking in report examples June 24, 2013
Format:Paperback|Verified Purchase
This book is a great introduction to the world of content strategy.
My only issue is that it is lacking in what I feel is the most important chapter: Discovery / Audit.
Example, "there are dozens (if not hundreds) of possible subjective factors you can review during a qualitative audit." However, only 9 examples are given.
Additionally, the Findings Report section gives only 3 examples of insightful reports. It would be awesome to have more examples of audit reports.
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3 of 3 people found the following review helpful
5.0 out of 5 stars I wish I Read This a Year Ago! April 3, 2013
Format:Paperback|Verified Purchase
I am playing catch up in the Content Management space, while doing a redesign of a website with +17,000 files and no content strategy. While this book leads me to think "I wish we had..." and "If only we did X...", it will help lead us to a (slow developing) content strategy for all our content.

It's not often a work-related book falls in the "I Can't Put This Down" category, but this is surely one of those!

Recommended to all.
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7 of 9 people found the following review helpful
If a management consultant and a website copy writer got married, then "Content Strategy for the Web" would be their first child. It's one of those books that you'll want to read cover-to-cover to get the big picture, and then re-read, scissors in-hand (well, Evernote), to pluck out the many useful methodologies.

What makes this book so useful is that the authors know that no matter how brilliant the strategy, no matter how creative the content, if you don't have the buy-in of the organization and embrace the mundane details of execution, you'll fall flat on your face. This svelte 184-page guide goes into just the right depth on:

* What content is
* What an effective strategy looks like
* What screws up strategies
* The roles of each person in the content creation supply chain
* How to dissect the content creation workflow
* Tools that will make your life easier (my favorite part)
* How to do a content audit
* How concepts like "voice" and "messages" fit in

All of this is done with a minimum of jargon, a maximum of realism, and a smattering of humor to keep you motivated through the end. Authors Kristina Halvorson and Melissa Rach also deserve a round of applause for one final touch: at the end of the book they list blogs, Meetups, Google Groups and other books that continue your education on content strategy. Those are several steps further than most authors take, and as a reader, it's much appreciated.

Content Strategy is available on Kindle, but I picked up the print version because that's where I saw it first and I couldn't resist. In retrospect, the beautiful layout gave me the mental room to reflect on the weight of the ideas better than the e-version would have. Either format will work, so pick the one you'll most likely read.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Kristina Halvorson = A+++ May 13, 2013
Format:Kindle Edition|Verified Purchase
I love Kristina Halvorson's entertaining writing style. Some may think this is a dry subject matter, but Kristina's writing style is witty and very entertaining. I was able to attend one of her conferences recently and as in the book, she brings great insight into content strategy in very layman terms.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Fantastic Read May 10, 2013
Format:Paperback|Verified Purchase
I was hooked on this book after the first three pages. If you want to learn the ins and outs of content strategy, get this TODAY!
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2 of 2 people found the following review helpful
5.0 out of 5 stars A Great Introduction to Content Strategy April 27, 2013
There is not much more to add to the other glowing comments. This book remains the starting point for people wanting to learn more about content strategy.

I think you need to read both editions. The first edition (Content Strategy for the Web) is just as good.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Awesome January 11, 2014
Format:Kindle Edition
Easy read. Stuffed with insight and clear instructions. Fits like a glove with my own thinking about focusing on the wanted results - and measuring results continuously. Very inspiring.
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Most Recent Customer Reviews
5.0 out of 5 stars great for how to reference
Great book. It provided a lot of information that was relevant and useful, I will be referring to it a lot in my website efforts.
Published 3 months ago by Amazon Customer
3.0 out of 5 stars Nice motivation, but detail is missing
The book is clear and takes the reader step by step on creating a content strategy. But I feel that the detail about how to write the content is missing. Read more
Published 3 months ago by Juan Villalobos
5.0 out of 5 stars Quick helpful read
Practical advice for implementing content strategy. Helpful step by step, non jargony read. Humorous too. Liked the hands on approach.
Published 3 months ago by boston movie buff
4.0 out of 5 stars A good real world introduction to content management.
Solid intro to content strategy. Geared towards larger projects. I appreciated all of the short case studies that place this sora work within context.
Published 4 months ago by Eli Mellen
3.0 out of 5 stars Mostly common sense
This might be a very basic content strategy book, as most of the information seemed like common sense for anyone who has been working in web marketing.
Published 5 months ago by Sue
4.0 out of 5 stars Covers all the basics
This book covers all the basics and gives great tips. It's a good starting point to later on learn more about specific subjects. Read more
Published 6 months ago by Julian E. Dipp
5.0 out of 5 stars Relevant, Engaging and Informative
Content Strategy for the Web by Kristina Halvorson and Melissa Rach is a well-written, contemporary and intriguing book that introduces its readers to the world of content... Read more
Published 9 months ago by JNelson414
3.0 out of 5 stars 4 stars for large corporations, 3 stars for small business.
Good book full of great insight but better suited to a large corporation than a small business.
A majority of the book deals with managing and organizing the flow of content... Read more
Published 10 months ago by Amazon Customer
3.0 out of 5 stars Hard to Get Through
There's some great information here -- but it's just presented in such a dreary, cumbersome, blah, tiresome, exhausting way .. it was just plain old hard to get through. Read more
Published 11 months ago by Consumer Who Cares
5.0 out of 5 stars Great writing style, great tips
Love this book! Made me laugh out loud throughout, which was quite unexpected, given the topic! I definitely recommend it.
Published 12 months ago by K.S.
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