If content is king, then the art of messaging is what will drive your product, business or idea forward. This comprehensive eBook delves into the world of content, providing beginners as well as communications professionals with a fundamental understanding of how content strategy works both independently and in conjuncture with other elements.
Learn how to plan and execute ideas, work within specific design parameters and coordinate branding and copywriting with your own efforts. Content strategy is a powerful tool that can range from being a framework governing all aspects of communications to a method of contacting a specific group of individuals. The expert authors of this eBook bring this topic to life with real-word examples and detailed explanations.
TABLE OF CONTENTS
- The Immersive Web And Design Writing
- Content: A Blessing, A Bubble, A Burden
- Make Your Content Make a Difference
- Content Strategy Within The Design Process
- Content Strategy: Optimizing Your Efforts For Success
- Finding Your Tone Of Voice
- Fluidity Of Content And Design: Learning From Where The Wild Things Are
- The Role Of Design In The Kingdom Of Content
- How Disregarding Design Limits The Power Of Content
- Formats: PDF, EPUB, Kindle (DRM-free)
- Pages: 128
- Language: English
- Released: March 2013
- Publisher: Smashing Media GmbH
- ISBN (PDF): 978-3-94454010-8
- ISBN (EPUB): 978-3-94454011-5
- ISBN (KINDLE): 978-3-94454012-2
Excerpt From Chapter 2
Content: A Blessing, A Bubble, A Burden — by
Everyone is talking about content. Googling the phrase “content strategy” retrieves almost 50 million results — a clear indicator that interest in content is very much in the zeitgeist. By the time you read this, I expect that number will have grown even higher.
But I also suspect that the substance of the talk would be quite different if content were truly respected. I believe this because the way we talk about content is beginning to sound a lot like the way we talk about money.
Excerpt From Chapter 6
Finding Your Tone Of Voice — by
Tone of voice isn’t what we say but how we say it. It’s the language we use, the way we construct sentences, the sound of our words and the personality we communicate. It is to writing what logo, color and typeface are to branding.
When we speak to others in person, our non-verbal communication says more than the words themselves. Non-verbal communication consists of facial expressions, tone, cues, gestures and pitch. Online, we lose of all of these except tone. We can imbue our Web copy with a tone that is distinct, clear, consistent and relevant to the target audience.