It was pure chance that I came across the book Content Strategy for the Web.
Surfing, procrastinating, and suddenly … there it was, beckoning.
This little black dress of content marketing books is 187 pages of smoking hot strategy, with a sexy red cover and a no nonsense title …
I had to read it.
And with #cmworld right around the corner, it seemed like a good time to write a review, so fellow content marketers could add it to their reading list … and attend Kristina Halvorson’s session on Tuesday, to hear her advice directly.
Why Read Content Strategy for the Web?
Truth be told, I read this book for two reasons.
First, I was curious to see how the content strategies I’d developed would compare to the model Kristina Halvorson and Melissa Rach put forth in their book.
I’ve been well-schooled by the folks at Hubspot … I read Joe Pulizzi’s book Epic Content (which I loved) … and attended scores of conferences. I’m a walking encyclopedia of buzzwords and techniques: From personas and buying funnels, to editorial calendars and analytics. Still — I wanted to see how I measured up.
I also wanted a peek behind the enterprise curtain. It’s been a long time since I worked for the Unilevers and the Diageos of the world … and my mid-market B2B clients are nowhere near as sophisticated.
As a marketing consultant wearing the content strategist hat, struggling to create a content culture with my clients, I wanted to know: Was there some content ninja technique I had overlooked?
Spoiler alert: Surprisingly, these pro’s have the same struggles as me! There’s no magic content marketing dust you can add to the company water cooler to change the culture overnight. But the ideas in the book did help me up my game.
Example: A Basic Technique That Paid Big Dividends
I’ll give just one example of how this book helped me rethink my content.
Content audit spreadsheets aren’t sexy … and some might be inclined to skip the Content Audit chapter entirely. Don’t skip it!
After reading the chapter I created a fresh content audit for a client I’d been working with for a year. The update paid big dividends — I was amazed at how the suggested spreadsheet format helped me to visualize the gaps, strengths and weaknesses of existing blog and other web content.
Bottom Line: Content Marketers, Check it Out
This is a smart little book and I will refer back to it often. In a few hours, I ended up with pages of notes, and a few new tools I’m using to sharpen my content strategy approach, inspire my client team, and lead them with confidence.
Kristina and Melissa … thanks for your little book, it delivered big time. And to my fellow content marketers, check out this book. You won’t be sorry!