In the first part of our series on strategy the nonstrategy. The days when we built content and pushed it to employees in classrooms and traditional online courses are numbered. Done well, content can engage your users, answer their questions, and motivate them to take action. Eight elements to create a winning corporate strategy. Read the elements of content strategy, enjoy it erin is a hell of a writer, and go make the web better. To save this item to your list of favorite informationweek content so you can find it later in your profile page, click the save it button next. To successfully align business and leadership strategies, ceos must take into account four organizational elements essential for superior performance. Nov 26, 2012 regardless of what our minds conjure when we think of air travel, one thing that we can readily observe is that although the weather, the mechanical condition of the aircraft, the experience of the flight crew, and the destination of the flight are all variables, the actual system of getting an aircraft from one place to another in one piece is extraordinarily reliable. Most of the time, the destination and the means to get there are only vague estimates, and the elements of strategy are rooted in hope.
The exact same knowledge is also available as electrons conveniently formatted as. The strategy diamond lets you summarize the characteristics of a firms business and corporate strategy in terms of five facetsarenas, differentiators, vehicles, staging and pacing, and economic logic. Elements of the strategy supporting ambitious growth targets to enable all four cities of cork, limerick, galway and waterford to each grow by at least 50% to 2040 and to enhance their significant potential to become cities of scale. The 9 essential elements of any content marketing strategy. The specific purpose of this book is to give a concise and portable guide to the essential elements of successful strategy.
Erin kissane is a content strategist and editor based in new york city and portland, oregon. With inbound marketing becoming a key ingredient in todays marketing, content strategy is now a major focus for many marketers. Oct 22, 2014 part 2 of a series on strategy development. Erin kissane edits magazines, websites, does content strategy for institutions and companies, and reads a lot.
I ordered a printedbound copy for my bookshelf, too. Elements of content strategy, by erin kissane id rather be writing. That is because content is or should be the star of your website. Paperback sold out notify me when books are available. The elements of content strategy by erin kissane goodreads. The elements of content strategy by erin kissane by the wildly popular a book apart. Jan 20, 2015 the trouble with defining content strategy deliverables is that there are so many nebulous pieces that may come into play depending on your companys needs and the individual projects. Hamalian introduced several categories to explain the characteristics of poorly developed and executed strategies. In addition to erin kissanes the elements of content strategy, the 3 books above. She currently edits contents magazine and knightmozilla opennewss source community site for journalists who code. This means enabling the four cities to grow by more than twice as much to 2040 as they did over the 25 years to. The nine strategy elements highlighted here, are what we must consider and analyse before plunging into costly fight or flight actions with people and organisations. Even for someone who is very interested in content online and otherwise this was just too boring, i am sorry to say. I wrote the elements of content strategy because as the internet worms its way further and further into our lives, digital content becomes centrally important to the ways in which we live and work.
The elements of content strategy does not dive too deeply into any one aspect of content strategy, nor does it skim over the tentpoles of the discipline at a height as to be useless. I call them the master pattern of strategy, but the words archetype or template convey similar meanings. And it follows that content strategythe practice of planning for, designing, and managing contentis also getting closer to the center of both. Kissane says, finally, there is the question of content development. Content that works for your business and that matters to your users is not a commodity. The first edition of kristina halvorsons little book was like a rip in the matrix through which light poured. Erin kissane s book, as a primer on content strategy, will provide you with a short history of the field, the kinds of skillsets that are adjacent to content strategy, the kinds of work that content strategists do, and the kinds of pitfalls to look out for as a content strategist. Ok, maybe content would not have made it into the final draft of the rime of the ancient mariner, but the sentiment is true. Employees need content to improve performance, gain knowledge, and grow skills. Mar 08, 2011 erin kissane is a content strategist and editor based in new york city and portland, oregon. Great technology without content is nothing more than an empty shell. Key elements on how to write a strategic plan resources. Six building blocks for creating real it strategies all enterprises claim to have a welldefined business strategy, but most do not a major hurdle facing it strategic planners.
And it follows that content strategythe practice of planning for, designing, and managing contentis also getting closer to the center of both web projects and entire organizations. Elements of association content strategy business 2. No effective content strategy is complete without a clear strategy for getting this content into the hands of employees with no barriers and no friction. The content strategists reading list brain traffic. Content strategy plans for the creation, publication, and governance of useful, usable content. However, these eight tangible deliverables are some of the most common and often serve as the foundation for a multifaceted content strategy. The elements of content strategy brief books for people who make. It contains detailed definitions of each content types elements and their relationships to each other. You can break them down to understandable, downtoearth actionable pieces with the five essential elements of strategy 4.
Dec 03, 2014 since this is all about a content marketing strategy, you need some content to work with. This is not a writing manual, nor a book about communica. Product strategy is a highlevel plan on how to achieve the overarching goal or vision of the product. Erin kissane the elements of content strategy foreword by kristina halvorson explore content strategy s roots, and quickly learn not only how its done, but how you can do it well. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Four core elements of strategy let me start with what might be a radical assumption. An it strategy is an iterative process to align it capabilities with the business strategy and requirements.
While content is king, context is queen, and we must provide a structure and form to this content so employees can find it, access it, and use it quickly and efficiently. Arenas indicate where the business will be active, and how much emphasis will be placed on each area. Erin kissanes book, as a primer on content strategy, will provide you with a short history of the field, the kinds of skillsets that are adjacent to content strategy, the kinds of work that content strategists do, and the kinds of pitfalls to look out for as a content strategist. The authors note that each of these eight elements is actually a strategy in itself, and that companies. The elements of content strategy brief books for people who make websites, no. Explore content strategys roots, and quickly learn not only how its done, but how you can do it well. Sun tzu explained in the opening of his great treaty the art of war. Developing effective, ongoing, successful content strategy isnt as difficult as it sounds if you do it in the right way. This second edition retains all that was wonderful in the first book, while. A content model documents all the different types of content you will have for a given project. The nine strategy elements of sun tzu the art of war. Content, content everywhere but not a strategy in sight.
Six building blocks for creating real it strategies. When the five elements of strategy are aligned and mutually reinforcing, the firm is. Jun 15, 2017 developing effective, ongoing, successful content strategy isnt as difficult as it sounds if you do it in the right way. Eight elements to create a winning corporate strategy the. And, in most cases it is not consciously laid out but built on unacknowledged assumptions about how change happens. These six elements appear to be universal to any situation involving strategy. Strategy diamond the five elements of strategy mba. Content should be the foundation of any modern marketing strategy. May 20, 2016 that is because content is or should be the star of your website. Like bayly, ceos increasingly view the formulation of a leadership strategythe human enabler of business strategyas indispensable to building an organizations competitive edge. However, in order to distinguish a good strategy from a bad one, the evaluator must not only look at the contents of the strategy, but also at the way in which it is written, and heshe should try to understand the thinking of.
This has been said many times, but a strategic plan should focus on the critical few. May 19, 20 eight elements to create a winning corporate strategy. In the space of a few chapters, she had changed our field forever, for the better. The 6 essential elements of an effective marketing strategy. A book apart the elements of content strategy designing the. The 11 essential elements of a content marketing strategy. The elements of content strategy brief books for people who. Organizational strategies often get stuck to a very high level and vague concepts 3. The core elements of content strategy website content. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. Some organizations get stumped during the beginning steps of how to write a strategic plan.
Your content must help your audience do somethingbetter, smarter, and with greater ease. The vision of the product is the ultimate reason why a product is built and product strategyexecution is a means to the end. If youre developing your brands first content marketing strategy or if youre resetting an old one and redefining the brands approach to content heres what youll need to get going. Resources for ux writers and content strategists, compiled by tamara hilmes. Five essential elements of strategy linkedin slideshare. Columbia content strategy collette 9 21 12 posting version. Erin kissane the elements of content strategy foreword by kristina halvorson explore content strategys roots, and quickly learn not only how its done, but how you can do it well. Also, rahel bailie has a fantastic post about the definition of content itself. Sep 16, 2017 the 6 essential elements of an effective marketing strategy. Its going to take some research and a clear vision as to what you hope to accomplish new customers, enhanced corporate reputation, and introduction of new productsconcepts. Sometimes the best thing to do is step back and take a look at the key elements of a strategic plan. Advance praise for content strategy for the web, second edition. Moreover, what made it hard to get through even such a short book was the dry prose.
Sep 11, 2008 5 structural elements of strategy strategies fail over and over again for the same reason. I invite you to test them against your knowledge of a businesss strategy, warfare, or other situations. To start, a successful content marketing strategy has 11 core components or building blocks. The award for brevity aptly goes to erin kissane for her title the. Scribd is the worlds largest social reading and publishing site. In the past, only her friends, clients, and lucky writers got to know the magic that is erin kissane. We are delighted to present the third volume in the a book apart series. But a business strategy can be inferred from the operational choices made by the enterprise, and be used to create an it strategy that fuels business success. Jul 16, 2016 product strategy is a highlevel plan on how to achieve the overarching goal or vision of the product. She currently leads projects for content strategy consultancy brain traffic, and was formerly editor of a list apart magazine, editorial director of happy cog studios, and a freelance writer and editor. Mar 30, 2011 the elements of content strategy does not dive too deeply into any one aspect of content strategy, nor does it skim over the tentpoles of the discipline at a height as to be useless. The readers will be able to improve the quality and content of their own strategies and thus improve substantially the results achieved.
However, in order to distinguish a good strategy from a bad one, the evaluator must not only look at the contents of the strategy, but also at the way in which it is written, and heshe should try to understand the thinking of the authors of the strategy. A strategic plan is a management tool that serves the purpose of helping an organization do a better job, and it improves organizations because a. Thanks to kristina halvorson, jeffrey macintyre, erin kissane, amber. Mar 08, 2011 at last she shares all she has learned. Accomplished through strategy formulation part 2 of afi framework 3. Since this is all about a content marketing strategy, you need some content to work with. A guiding policy to address the competitive challenge. Kristina halvorson author, content strategy for the web. Erin kissane the elements of content strategy a book apart. In real life, content strategy falls somewhere between traditional editorial leadership, communication strategy, and information management, all of which have their own distinct connotations. Be the first to ask a question about the elements of content strategy. Kissane s book is an excellent quick read that covers the subject fully and highlights the unique value of the of the content strategist.
Content strategy plans for the creation, publication, delivery, and governance of useful, usable content content strategy helps you understand not only what content needs to be created and published, but why. Mar 08, 2011 i wrote the elements of content strategy because as the internet worms its way further and further into our lives, digital content becomes centrally important to the ways in which we live and work. Elements of a strategic plan a plan spells out where an organization is going over the next year or more and how it is going to get there. My friend noted that playing both roles content creator and content strategist eventually burned him out.
The trouble with defining content strategy deliverables is that there are so many nebulous pieces that may come into play depending on your companys needs and the individual projects. But traditional approaches to content might not work as well in todays workplace or with todays workforce. We are delighted to present an excerpt of the elements of content strategy by erin kissane a book apart. In her article for a list apart, rachel lovinger breaks down the elements of content modeling. A plan should outline what the organization should not do just as much as it articulates what it should do. Read writing about content strategy in the style of elements. Ironically, i found this primer on content strategy, the elements of content strategy by erin kissane, lacking in both content and strategy. In fact, for her entire adult life, shes been quietly taming it with a irm but gentle hand. There are many cases where successful organizations have seen improved results from paring down their strategic goals. One of the main reasons for developing an enterprise architecture with togaf 9 is to support the business by providing the fundamental technology and process structure for an it strategy. You have the elements of content strategy to light your way.
Thanks to you, i have already downloaded the ebook and am now enjoying it. Which ones you should choose depends on your target audience, the outlets you use, the budget you have and on your storyline. Strategic planning can definitely seem daunting with all the guides, recommendations, books, and consultants out there telling you to do it one way or another. When the five elements of strategy are aligned and mutually reinforcing, the firm is generally in a. Necessarily, the content strategist must work to define not only which content will.
The many disciplines that make up oissane strategy kissane walks through how content strategy is a fairly new discipline, but it was borne out of several families, including editorial, which is about getting the story right, and being concise and accurate. Content is what drives traffic visitors to your site, and how you can turn prospects into leads. The elements of content strategy brief books for people. The elements of content strategy erin kissane download. A strategy is a carefully considered, wellarticulated plan of action, achievable and executable.
The effect of strategy elements and learning networks to performance of global firms conference paper pdf available october 2017 with 83 reads how we measure reads. The five key elements of strategy diamond model are. The vision of the product is the ultimate reason why a product is built and product strategy execution is a means to the end. Oct 06, 2010 content strategy is just content planning. Second in a twopart series elements of a strategic plan. Business goals include things like increase sales, improve technical support service, and reduce printing costs for edu. Erin kissanes book, as a primer on content strategy, will provide you with a. Although he contributed many of the core content strategy deliverables mentioned earlier, the stake holders also expected him to create the elemebts as well.
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