A How-to Guide
This comprehensive text provides a how-to guide for content strategy, enabling students and professionals to understand and master the skills needed to develop and manage technical content in a range of professional contexts.
The landscape of technical communication has been revolutionized by emerging technologies such as content management systems, open-source information architecture, and application programming interfaces that change the ways professionals create, edit, manage, and deliver content. This textbook helps students and professionals develop relevant skills for this changing marketplace. It takes readers through essential skills including audience analysis; content auditing; assembling content strategy plans; collaborating with other content developers; identifying appropriate channels of communication; and designing, delivering, and maintaining genres appropriate to those channels. It contains knowledge and best practices gleaned from decades of research and practice in content strategy and provides its audience with a thorough introductory text in this essential area.
Content Strategy works as a core or supplemental textbook for undergraduate and graduate classes, as well as certification courses, in content strategy, content management, and technical communication. It also provides an accessible introduction for professionals looking to develop their skills and knowledge.
Table of Contents
Introduction: What Is Content Strategy
Chapter 1: Key Concepts in Content Strategy
Chapter 2: The Content Strategy Process
Chapter 3: Audience Analysis
Chapter 4: Identifying Content Types and Channels
Chapter 5: Content Auditing
Chapter 6: Content Modeling
Chapter 7: Assembling a Content Strategy Plan
Chapter 8: Collaborating With Other Content Developers
Chapter 9: Revising and Editing Genres
Chapter 10: Ensuring Content Usability and Accessibility
Chapter 11: Delivering, Governing, and Maintaining Genres
Chapter 12: Localizing Content
Chapter 13: Content Tools and Technologies
Chapter 14: Establishing Yourself as a Content Strategist
Guiseppe Getto is Associate Professor of Technical Communication at Mercer University and President and Founder of Content Garden, Inc., a content strategy and UX consulting firm.
Jack T. Labriola is Experience Design Senior Researcher at Truist and Vice President of User Experience and Content Strategy at Content Garden, Inc.
Sheryl Ruszkiewicz is Special Lecturer at Oakland University, where she teaches in the First-Year Writing Program.
"Content strategy is a growing practice across many fields. This book is an excellent introduction to content strategy, particularly for professional and technical communicators. It provides a bird’s-eye view of everything content, so that the learner understands the value of content strategy in a broader context. It also gives a worm’s-eye view of the skills and steps involved in creating compelling content. The many practical examples and useful exercises help set this book apart." -- Dr. Quan Zhou, Professor, Department Chair, Metropolitan State University
"This much-needed text is the first in the field of technical communication to articulate—with teachers and students in mind—the practices, genres, workflows, and underlying principles of the emerging discipline of content strategy. Teachers and students will find valuable guidance on how to approach different stages of the content strategy process, from conducting a content audit to developing content models to delivering, governing, and maintaining genres. Written in an accessible and engaging style and full of robust examples and downloadable templates, this text is a must-read for anyone interested in learning about content strategy and developing skills for content strategy work, which spans across disciplines and organizational contexts, large and small." -- Dr. Rebekka Andersen, Associate Professor, Associate Director of Writing in the Professions, University of California, Davis
"Guiseppe Getto, Jack Labriola, and Sheryl Ruszkiewicz's new book on content strategy fills a significant hole in the field of technical and professional technical communication. If you're like me and teach whole courses dedicated to content strategy, you already know that there are many books for marketing or public relations students, but those devoted to TPC students are difficult to find. They're even more difficult to find when you're looking for authors who are experts in the field with real dirt under their fingernails gained through actual practice. I'm really looking forward to using this book in my next content strategy course instead of having to cobble together selections from disparate publications." -- Dr. Tharon Howard, Professor, MA in Professional Communication Graduate Program Director, Clemson University