{"id":2373,"date":"2010-11-30T00:00:00","date_gmt":"2010-11-30T06:00:00","guid":{"rendered":"https:\/\/rocketclicks.com\/blog\/?p=2373"},"modified":"2010-11-30T00:00:00","modified_gmt":"2010-11-30T06:00:00","slug":"what-were-reading-content-strategy-for-the-web-kristina-halvorson","status":"publish","type":"post","link":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/","title":{"rendered":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson"},"content":{"rendered":"<p>Content strategy is a growing discipline\u2014and rightly so, if you consider that content accounts for the meat of almost any project.\u00a0 Especially when it comes to the web, content strategy can make the difference between a website that converts and one that leaves users frustrated, disappointed, and ultimately, flocking straight to a competitor who really cares about content.<\/p>\n<h3>Is Content King?\u00a0 Indeed, It\u2019s the Whole Deck Of Cards<\/h3>\n<p>Kristina Halvorson, one of the nation\u2019s most recognized content strategists and the author of the accessible and applicable book Content Strategy for the Web, stresses the importance of not waiting until what she refers to as the 11th hour to begin thinking about and producing content.\u00a0 Content should never be an afterthought; it should inform, guide, and govern everything you do.\u00a0 You\u2019ve heard the phrase \u201ccontent is king\u201d; it\u2019s time someone suggests that content is king, and queen, and jack.\u00a0 Content is your whole deck of cards.\u00a0\u00a0 You can\u2019t know which card to play unless you know what you have and why you have it.\u00a0 And that\u2019s what a content strategy aims to do.<\/p>\n<h3>The Basics of Content Strategy: Plan, Analyze, Create, Deliver And Govern<\/h3>\n<p>A well rounded content strategy lies on the principle that content is a living, breathing thing.\u00a0 It requires care.\u00a0 It requires constant attention.\u00a0 It requires you to plan for it, to create it, to give it life.\u00a0 Your content strategy, therefore, should aim to both quantify and qualify your content; it should be ongoing in scope and cyclical in application.\u00a0 Here are some benchmarks, as expounded upon by Halvorson, by which to measure your own web content strategy:<\/p>\n<ul>\n<li>Plan:\u00a0 You have to know what content you already have before you can determine what content you need.\u00a0 Conduct a site content audit to help quantify existing content and measure its quality and effectiveness.<\/li>\n<\/ul>\n<ul>\n<li>Analyze:\u00a0 Take the time to ask yourself important questions about your content.\u00a0 This is important in helping to \u201cdefine the objectives, assumptions, risks, and success factors\u201d(36) of your current project; think of it as helping to chisel a foundation for your strategy.<\/li>\n<\/ul>\n<ul>\n<li>Create:\u00a0 Collaborate with writers, editors, reviewers, and managers to set standards for creation, revision, and approval of content, including what you need, how it\u2019s structured, and who\u2019s responsible for each stage of the process.\u00a0 Create an editorial calendar to uphold accountability of project deadlines.<\/li>\n<li>Deliver:\u00a0 Decide what channels are available to promote your content, and choose the right tools to ensure that you present your content \u201cto the right people, in the right place, at the right time\u201d(143).<\/li>\n<li> Govern:\u00a0\u00a0 Oversee the long term organization and success of your content by upholding standards and setting a timeline for continuing maintenance of your site with an \u201ceye on constant improvement\u201d(38).<\/li>\n<\/ul>\n<h3>Are You Waiting Until The 11th Hour To Think About YOUR Content?<\/h3>\n<p>If you take anything away from this book (and trust me, you will), take this: content strategy is a much neglected but undoubtedly necessary practice.\u00a0 If you\u2019ve been meaning to sink your teeth into content strategy, take Halvorson\u2019s advice and get started now.\u00a0 Her succinct yet insightful guide, Content Strategy for the Web, provides you with the tools to take a confident leap into the uncharted and murky waters of reigning in your content.\u00a0 Your reward?\u00a0 A site with better content, happier visitors, and more conversions.\u00a0 And that\u2019s a strategy you can take straight to the bank.<\/p>\n<p><em>Carla Corrigan<\/em><\/p>\n<p><em>Content Strategist<br \/>\n<\/em><\/p>\n<p><em><br \/>\n<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content strategy is a growing discipline\u2014and rightly so, if you consider that content accounts for the meat of almost any project.  Especially when it comes to the web&#8230;<\/p>\n","protected":false},"author":2,"featured_media":21109,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"tax_19014":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks\" \/>\n<meta property=\"og:description\" content=\"Content strategy is a growing discipline\u2014and rightly so, if you consider that content accounts for the meat of almost any project. Especially when it comes to the web...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\" \/>\n<meta property=\"og:site_name\" content=\"Rocket Clicks\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RocketClicks\" \/>\n<meta property=\"article:published_time\" content=\"2010-11-30T06:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rocketclicks.com\/wp-content\/uploads\/rocket-clicks-logo-rb4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"817\" \/>\n\t<meta property=\"og:image:height\" content=\"187\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Rocket Clicks Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@RocketClicks\" \/>\n<meta name=\"twitter:site\" content=\"@RocketClicks\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Rocket Clicks Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\"},\"author\":{\"name\":\"Rocket Clicks Team\",\"@id\":\"https:\/\/rocketclicks.com\/#\/schema\/person\/8d27b477f12e225840098c28bb04f29a\"},\"headline\":\"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson\",\"datePublished\":\"2010-11-30T06:00:00+00:00\",\"dateModified\":\"2010-11-30T06:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\"},\"wordCount\":590,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/rocketclicks.com\/#organization\"},\"articleSection\":[\"Company Culture\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\",\"url\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\",\"name\":\"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks\",\"isPartOf\":{\"@id\":\"https:\/\/rocketclicks.com\/#website\"},\"datePublished\":\"2010-11-30T06:00:00+00:00\",\"dateModified\":\"2010-11-30T06:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/rocketclicks.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/rocketclicks.com\/#website\",\"url\":\"https:\/\/rocketclicks.com\/\",\"name\":\"Rocket Clicks\",\"description\":\"Milwaukee Internet Marketing\",\"publisher\":{\"@id\":\"https:\/\/rocketclicks.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/rocketclicks.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/rocketclicks.com\/#organization\",\"name\":\"Rocket Clicks\",\"url\":\"https:\/\/rocketclicks.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/rocketclicks.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/rocketclicks.com\/wp-content\/uploads\/RCHorizontalLogo@025x.png\",\"contentUrl\":\"https:\/\/rocketclicks.com\/wp-content\/uploads\/RCHorizontalLogo@025x.png\",\"width\":817,\"height\":187,\"caption\":\"Rocket Clicks\"},\"image\":{\"@id\":\"https:\/\/rocketclicks.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/RocketClicks\",\"https:\/\/twitter.com\/RocketClicks\",\"https:\/\/www.instagram.com\/rocketclicks\/\",\"https:\/\/www.linkedin.com\/company\/rocket-clicks\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/rocketclicks.com\/#\/schema\/person\/8d27b477f12e225840098c28bb04f29a\",\"name\":\"Rocket Clicks Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/rocketclicks.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/eeb8b0490cb4d285274c77849b466e28?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/eeb8b0490cb4d285274c77849b466e28?s=96&d=mm&r=g\",\"caption\":\"Rocket Clicks Team\"},\"url\":\"https:\/\/www.rocketclicks.com\/about-us\/team\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/","og_locale":"en_US","og_type":"article","og_title":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks","og_description":"Content strategy is a growing discipline\u2014and rightly so, if you consider that content accounts for the meat of almost any project. Especially when it comes to the web...","og_url":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/","og_site_name":"Rocket Clicks","article_publisher":"https:\/\/www.facebook.com\/RocketClicks","article_published_time":"2010-11-30T06:00:00+00:00","og_image":[{"width":817,"height":187,"url":"https:\/\/rocketclicks.com\/wp-content\/uploads\/rocket-clicks-logo-rb4.png","type":"image\/png"}],"author":"Rocket Clicks Team","twitter_card":"summary_large_image","twitter_creator":"@RocketClicks","twitter_site":"@RocketClicks","twitter_misc":{"Written by":"Rocket Clicks Team","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#article","isPartOf":{"@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/"},"author":{"name":"Rocket Clicks Team","@id":"https:\/\/rocketclicks.com\/#\/schema\/person\/8d27b477f12e225840098c28bb04f29a"},"headline":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson","datePublished":"2010-11-30T06:00:00+00:00","dateModified":"2010-11-30T06:00:00+00:00","mainEntityOfPage":{"@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/"},"wordCount":590,"commentCount":0,"publisher":{"@id":"https:\/\/rocketclicks.com\/#organization"},"articleSection":["Company Culture"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/","url":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/","name":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson | Rocket Clicks","isPartOf":{"@id":"https:\/\/rocketclicks.com\/#website"},"datePublished":"2010-11-30T06:00:00+00:00","dateModified":"2010-11-30T06:00:00+00:00","breadcrumb":{"@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/rocketclicks.com\/company-culture\/what-were-reading-content-strategy-for-the-web-kristina-halvorson\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rocketclicks.com\/"},{"@type":"ListItem","position":2,"name":"Important Book Reviews: Content Strategy For The Web \u2013 Kristina Halvorson"}]},{"@type":"WebSite","@id":"https:\/\/rocketclicks.com\/#website","url":"https:\/\/rocketclicks.com\/","name":"Rocket Clicks","description":"Milwaukee Internet Marketing","publisher":{"@id":"https:\/\/rocketclicks.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rocketclicks.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/rocketclicks.com\/#organization","name":"Rocket Clicks","url":"https:\/\/rocketclicks.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/rocketclicks.com\/#\/schema\/logo\/image\/","url":"https:\/\/rocketclicks.com\/wp-content\/uploads\/RCHorizontalLogo@025x.png","contentUrl":"https:\/\/rocketclicks.com\/wp-content\/uploads\/RCHorizontalLogo@025x.png","width":817,"height":187,"caption":"Rocket Clicks"},"image":{"@id":"https:\/\/rocketclicks.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RocketClicks","https:\/\/twitter.com\/RocketClicks","https:\/\/www.instagram.com\/rocketclicks\/","https:\/\/www.linkedin.com\/company\/rocket-clicks"]},{"@type":"Person","@id":"https:\/\/rocketclicks.com\/#\/schema\/person\/8d27b477f12e225840098c28bb04f29a","name":"Rocket Clicks Team","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/rocketclicks.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/eeb8b0490cb4d285274c77849b466e28?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/eeb8b0490cb4d285274c77849b466e28?s=96&d=mm&r=g","caption":"Rocket Clicks Team"},"url":"https:\/\/www.rocketclicks.com\/about-us\/team\/"}]}},"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/posts\/2373"}],"collection":[{"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/comments?post=2373"}],"version-history":[{"count":0,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/posts\/2373\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/media\/21109"}],"wp:attachment":[{"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/media?parent=2373"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/categories?post=2373"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/tags?post=2373"},{"taxonomy":"tax_19014","embeddable":true,"href":"https:\/\/rocketclicks.com\/wp-json\/wp\/v2\/tax_19014?post=2373"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}