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Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project 1st Edition

4.8 out of 5 stars 17 customer reviews
ISBN-13: 978-0123919229
ISBN-10: 0123919223
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Frequently Bought Together

  • Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project
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  • Content Strategy for the Web, 2nd Edition
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  • The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter)
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Editorial Reviews

Review

"This book is filled with easy-to-use models and examples from many different resources. The chapters are cohesive and easy to understand…Content Strategy at Work is useful as a supplement for anyone who is knowledgeable or has a personal interest in content strategy."--Technical Communication, May 2013 "Bloomstein is at her most thought provoking when she shines the light on complex projects that present a host of strategic, editorial, design, organizational and technical challenges. For example, the case of the television network that wanted to comingle its programming content with encyclopedic information, a goal that required the active use of nearly every wrench and screwdriver in the CS toolkit. It demonstrates the highly strategic and supremely tactical nature of content strategy in a single project, including a healthy portion of organizational challenge, a common byproduct of smart content choices. In Content Strategy at Work, Bloomstein frames the cases with meaningful context, crisp approaches to problem solving (I will definitely be cribbing from her message architecture client exercise, which she generously shares) and genuine curiosity."--ScatterGather.Razorfish.com

"The newest book to the list, Content Strategy at Work by Margot Bloomstein, is a great starting point for those with backgrounds in SEO, social media, or design. Bloomstein effortlessly ties common marketing disciplines to the emerging forefront of content marketing and does so by providing ultra-readable and down to earth case studies. The real lesson presented here, and what drives this book, is to give the user a better experience, a goal that all marketers, regardless of
background, shouldn’t find much trouble getting behind."--SparkPlugDigital.com

"Margot Bloomstein guides us through the lifecycle and mindset for content strategy. The process begins with defining what you really need to say. It ends with a solid plan, and long-term commitment, for maintaining that content. To illustrate this lifecycle, Bloomstein provides not only approaches from her personal experience but also a range of case studies from non-profits, healthcare, auto, apparel, higher education and many more. That’s a wide variety of budgets, team sizes, and goals. Chances are you'll find many instances in this book that make you say, ‘Their situation is exactly like ours!’"--Content-Science.com

"Bloomstein, who heads a brand and content strategy consultancy that helps retailers, universities, and other clients engage target audiences and project key messages through traditional and social media, shows designers, information architects, project managers, copywriters, social media consultants, and others who work with visual or verbal content specific strategies for prioritizing content initiatives to ensure that its types, tone, and media support the customer experience in a way that is appropriate to the brand and useful to its audience."--Reference and Research Book News, Inc.

About the Author

Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. For more than a decade, she's partnered with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media.

A participant in the inaugural Content Strategy Consortium, Margot speaks regularly—and energetically—about the evolving challenges for content strategy. Recent engagements include Content Strategy Forum London, Confab, edUi, SXSW, Web 2.0 Expo, Web Content, and more intimate regional events across the country. She also helps organize Content Strategy New England.

Margot is the author of Content Strategy at Work (Morgan Kaufmann, March 2012), a collection of case studies, examples, and processes that help teams embrace content strategy on every interactive project. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, SEO consultants, and anyone who wants to create better user experiences, whether in in-house marketing departments or agency consulting engagements.

Margot lives outside Boston with her husband Mike and Ringo, their adorable and talkative white German Shepherd.
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Product Details

  • Paperback: 184 pages
  • Publisher: Morgan Kaufmann; 1 edition (March 2, 2012)
  • Language: English
  • ISBN-10: 0123919223
  • ISBN-13: 978-0123919229
  • Product Dimensions: 7.5 x 0.4 x 9.2 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #518,013 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback
At a time when information architecture, content strategy and storytelling are more important than ever, Margot Bloomstein shows the reader how to create a unique, clear and distinctive online voice and visual language. Content Strategy at Work is more than a must read, it is a also a necessary and compelling one.
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When I became efficiency expert for a Fortune 100 company several years ago, the teams I joined often joked about all the "undertime" we were working that week. That is, time spent barely treading water, fixing things the direct result of either poor planning or poor communication. It was an apt term: largely for that unmistakable feeling of struggling to get your head above water, but never quite being able to.

That's why I value this book. When I joined a Health Care startup recently, I knew that our "undertime" could realistically be the difference between us making it... or not. And with so many stakeholders- watchful investors, outside consultants, and our internal teams of IT, marketing, & operations- how would we stay on the same page while developing a consistent brand for the most important people: our customers?

That's why I love this book. First, it is readable: our president enjoyed it, our IT loved it, our marketing embraced it. Margot Bloomstein doesn't just say "get early buy in from your stakeholders," she shows you how- laying out plans for productive group sessions, showing how to uncover common priorities in a room full of opposing ideas, etc. She doesn't just say "good content has this, bad content has that", she blows you over with examples across diverse industries & content, from Health Care to Education to Jam Makers. She provides useful checklists to track whether you're doing things right, developing solid content & consistent branding. This isn't a book simply floating in theory- it's feet are planted firmly on the ground.

Now further into our launch, we've discovered a bonus: as reality challenges our initial brand assumptions, Content Strategy is the grease that lubricates change.
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I bought this book for a class, thinking ho-hum, another silly textbook where all the authors do is self-reference and add unnecessary multisyllabic adjectives to sentences to sound smart and intimidate uncerclassmen. But lo, this book is none of those things. It is useful. And I mean that. Coming from a person who usually gleefully sells/destroys/dustbins almost all textbooks after the class is over, this should be meaningful to you, too. This book provides real, actual tools and step-by-step processes you can use to conduct a content overhaul where you work - or for your clients. And it does it all without the annoying pretension of academia or the corporate gobblydegook of the MBA set. One could even say the author has... sass! All in all, I will be keeping this book in my office for easy reference, rather than tossing it in the garage with all my other management guides to hubris.
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It seems like everyone is jumping on the bandwagon when it comes to social media, but how about content marketing? Let me tell you, I was in a meeting a few years ago with top-line executives, and they had digital media nailed down. They asked me: "How good of an expert are you? Can we test your knowledge?" So the first few questions were a breeze and then it came to content strategy. Believe it or not, I was stumped and I lost that prospect. Then I started to read every book I could get my hands on, but out of all the books I read on content strategy, this one had to be the best one.

Why? Margot's spreadsheet idea is understandable; she provides real-world examples and case studies, and a step-by-step process! She even goes above and beyond and lets you know what to respond to your clients. I recommend this read to anyone who thinks they "know it all" when it comes to online marketing. I'd be surprised if you don't learn from this book. My favorite example of all time was her Harvard Business Club content strategy. I loved the concept and the index card idea to help you figure how to determine the: messaging, tone, text, and design your campaign. It is ironic how the most vital elements of a marketing campaign are often overlooked and not taken into consideration.
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Format: Paperback
Content strategy is lacking in most businesses -- and that's one reason that Margot Bloomstein's "Content Strategy at Work" is so important. Adopting a content strategy that supports business goals is a critical part of getting work done in a modern enterprise -- especially in the mobile, digital world in which we live. Bloomstein understands this and gives the reader actionable tasks to help them get the process started.

I really like the card-sorting exercises as they seem to help readers understand the concepts they'll need to start thinking about to organize their content for findability, retrieval and use. It's a book full of ah-ha moments -- different for each reader -- the type that are required when shifting from the "we just do it any way we can" mentality to a more formal "we create, manage and deliver content in accordance with our formal content strategy" approach that digitally-savy organizations require.

I also love the fact that this book is comprised of stories, not theories. The stories illustrate the importance of the content (after all, it's king) and highlight the need for strategy to govern the creation, management, deliver and presentation of that content (after all, if it's king, it deserves to be treated that way).

"Content Strategy At Work" is a welcome addition to the literature on this subject. I look forward to seeing what else Bloomstein comes up with.
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