Content Strategy

Content is at the heart of content management. Content conveys information, engages users, and inspires, motivates, and influences end user behavior. This chapter discusses the main goals and attributes of good content and examines common challenges associated with enterprise content. It explores the essential prerequisites for defining a robust content strategy and describes the content best practices, content requirements, elaboration and other content analysis activities. The chapter looks at four phases of content strategy along with key design considerations and examines various activities in each of the content strategy phases. It focuses on key elements of content strategy such as personal analysis, content model, content mapping, reusability strategy, chunking strategy, adaptive content, editorial calendar, and effective content design. The chapter concludes with a content strategy case study in which we will apply the content strategy concepts to e-commerce content.