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The Content Strategy Toolkit
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Table of Contents

Section I: Get Budget and Buy-inChapter 1: Identify the Problems and Opportunities
Chapter 2: Convince Leaders and Get the Resources
Section II: Set Up for Success
Chapter 3: Get Stakeholders On-board
Chapter 4: Set and Align on Project Objectives
Chapter 5: Run the ProjectSection III: Dig In and Get the DirtChapter 6: Understand Your Business EnvironmentChapter 7: Learn About Your Audience and UsersChapter 8: Get Familiar With Your ContentChapter 9: Review How Work Gets Planned and DoneChapter 10: Put it all togetherSection IV: Articulate Your StrategyChapter 11: Create a Content CompassChapter 12: Decide How You'll Measure SuccessChapter 13: Design Your Content Section V: Put Your Strategy Into ActionChapter 14: Create On-strategy ContentChapter 15: Plan and Maintain Over TimeAppendix: List of ToolsIndex
























About the Author

Meghan Casey is the lead content strategist at Brain Traffic, the world's leading agency devoted exclusively to content. She helps a wide variety of clients-startups, nonprofits, colleges and universities, Fortune 50 companies, and everything inbetween-solve the messy content problems most organizations encounter every day. She has also helped The Nerdery, a software development shop, build content strategy into their User Experience practice. Meghan is a regular trainer and speaker on content strategy topics and once inspired workshop participants to do the wave. Yep, that really happened. She has been working with content and communications since 1996.


Reviews

"Quality content increases value. Poor-quality content destroys value. It's as simple as that. Meghan's book has specific, practical, and immediately actionable ideas that will help you increase the quality of your content."

-Gerry McGovern, CEO, Customer Carewords

"You will thank Meghan for her no-nonsense approach to forming and executing content strategy. If you apply the techniques and tips in this book, you will advance not only your content but also your career."

-Colleen Jones, CEO of Content Science and author of Clout: The Art + Science of Influential Web Content

"Ever wondered what to include in your content audit? Struggled to sell your boss on content strategy? This book is for you. Packed with activities, diagrams, and sample documents, The Content Strategy Toolkit is a supremely practical guide you'll turn to again and again. Best of all, Meghan Casey doesn't just explain the tools-she helps you figure out which ones you need, when."

- Sara Wachter-Boettcher, content strategy consultant and author of Content Everywhere

"This book is a must read for people who truly value customer experience. Organizations can't say they have consumer-centric sites without having a firm handle on their content and the tasks their users are trying to complete. The practical advice you'll gain will help you ensure your site has a solid foundation."

- Jane Keairns, Assistant Director of Digital Strategy-Corporate Marketing, Principal Financial Group

"Practical, relevant, and realistic: Those are the qualities that describe content strategy, and those are the qualities Meghan Casey brings to every chapter in this book. We've long suffered projects that are the stuff of fantasy and lofty castles in the sky. Content strategy puts a foundation under those fantasies so you can communicate consistently, effectively, and sustainably. Arm yourself with this book and gain tools, techniques, and tips to bring to every project."

- Margot Bloomstein, author of Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project and Principal at Appropriate, Inc.

"The Content Strategy Toolkit is a great resource for helping you to align stakeholders and take control of your content. If you're a seasoned professional or just getting started, Meghan's experience guides you through complex, challenging projects. Business goals? Check. User needs? Check. You with a satisfied smile from a job well done? Check."

- Andrew Crow, Head of Design, Uber

"Ms. Casey has written the essential guide for anyone involved in the creation and care of online content. She provides clear direction and scalable methods, explaining why they are important along the way. And, she's included tips on how to talk about content strategy in the language of business and budgets. It's easy-to-read, it's actionable, and it's certain to find a spot on every content strategists' bookshelf."

- Clinton Forry, Vice President, Content Strategy at Weber Shandwick.

Today businesses are competing for attention with thousands of content providers. And they're not who your CEO imagines. They're BuzzFeed, Instagram, Hulu, Bloomberg ... and the list goes on. You can bet they have a content strategy. Meghan Casey gives you the inside story on how to build a business case for content strategy, apply cold-eyed analysis to all the content you've got lying around, and reshape it into marketing gold.

- Anne Condon, senior marketing professional in the healthcare industry
"Meghan Casey asks me to write this blurb for her book and I was like, 'What book, where? All I see is a ridiculously useful toolset that will help your organization actually create and use your content strategically, and in surprisingly effective ways.'"

- Ann Handley, author, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

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