Before We Begin...

If you’re reading this book for the first time, then hello! It’s lovely to meet you. And if you’re familiar with the first edition, then hey, welcome back. Glad to see you again. Give us a hug.

So. Things out there in the world of content strategy have changed pretty significantly since the first edition of Content Strategy for the Web was published. What used to be a niche topic discussed by only a few hardcore content nerds has become a worldwide movement in organizations of all shapes and sizes. Hooray! More hugs all around.

As the conversation continues to gain momentum, the field of content strategy is evolving at lightning speed. And so, by necessity, this second edition of Content Strategy for the Web is a much different book from the first. But don’t worry. All new material has evolved directly from the methodology described in the first edition; all revisions are based on the shared knowledge of the wider content strategy community, and our own experiences at Brain Traffic, our Minneapolis-based content strategy firm.

And now, a few things to note:

What this Book Is

This book is an introduction to the practice of content strategy. It describes some of the key benefits, roles, activities, and deliverables associated with content strategy.

We wrote this book for people who want to understand what content strategy is, why it’s important, and how to go about getting it done.

This book also makes the case for content strategy as a legitimate, necessary practice in any and all organizations that create and publish content online.

Throughout the book, we describe processes and methodologies that may be applied to all kinds of content (not only text). And as you read, remember that just about everything we write about can be scaled and tailored to fit your needs.

What this Book is Not

This book is not The Complete Guide to Everything You Ever Need to Know About Content Strategy, Ever.

We hope you find this book a valuable reference tool for a long time to come, but don’t mistake it as the only book you’ll ever need. In fact, here are a few specific topics this book intentionally does not cover (at all, or in detail):

• Content management systems (CMS) strategy (software selection, design, and implementation)

• Translation and localization

• Personalization and behavioral targeting

• Content marketing

• Social media planning

• Metadata strategy

• SEO

• Reuse and structured content (or “intelligent content”)

• Single-channel strategy (e.g., mobile)

Yes, a content strategist will often assume responsibility for the activities and deliverables associated with each of these. In many cases, there are already several solid resources available about these practices, both online and offline. We’re keeping our focus on an introduction to content strategy, so we’ve made it our job to synthesize this information and frame it up in ways that allow teams to tackle content challenges holistically.

What’s New in this Edition

When you set out to write a second edition, it’s awfully tempting to scrap everything and write an entirely different book. Instead, we’ve tried to strike a balance: plenty of new information for readers of the first edition, but a similar introductory flavor for our first-time readers.

As the proud owner of this shiny new edition, here’s what you’ll get:

• Expanded and restructured processes and tools for the research, development, and implementation phases of content strategy

• Recent case studies examining the impact content strategy has had on a variety of small and large organizations

• An examination of the ways content-focused disciplines and job roles work together

• Discussion of the roadblocks you may encounter and ways the field of content strategy continues to evolve

A Note about Content Strategy for the “Web”

Content strategy. It’s not just for websites anymore.

Actually, content strategy was never just for websites. In fact, it’s been around a lot longer than the web. So why all the recent attention?

While organizations have struggled for decades—centuries, even—to make sense of their content, they were always able to keep the chaos (and the consequences) to themselves. Then came websites, which created the perfect content strategy storm. Suddenly, organizations had to put all of their content (product info, investor reports, press releases, etc., etc.) in one place. For the first time. For all the world to see. And, it hurt.

You can redesign a home page. You can buy a new CMS. But unless you treat your content with strategic consideration, you can’t fix your website. Once people started to accept this fact, the conversation took off. It’s a pain point everyone shares, and content strategy offers relief.

Here’s the other thing: In our opinion, focusing on the web is still the easiest way to learn about content strategy. Once you “get” content strategy for the web, you can easily see its applications across platforms and throughout the enterprise.

All that said: Throughout the book, when we use the phrases “web,” “online,” or “interactive” content, we’re often not just talking about websites. The overarching goals and approaches of content strategy are relevant across every medium, platform, and device. As evolving technology continues to throw us one curve ball after the next, keeping a handle on our content—no matter where it is and who it’s for—has become more critical than ever.

And Now, the Book

Okay, that should be everything. Thanks for your patience with all of this preamble stuff.

You can go ahead and read the book now.

Enjoy.