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Smartphones, eBook readers, and tablet computers like the Apple iPad have forever changed the way people access and interact with content. Your customers expect the content you provide them to be adaptive --responding to the device, their location, their situation, and their personalized needs. Authors Ann Rockley and Charles Cooper provide insights and guidelines that will help you develop a unified content strategy—a repeatable, systematic plan that can help you reach your customers, anytime, anywhere, on any device. This up-to-date new edition of Managing Enterprise Content helps you: Determine business requirements Build your vision Design content that adapts to any device Develop content models, metadata, and workflow Put content governance in place Adapt to new and changed roles Identify tools requirements With this book you’ll learn to design adaptable content that frees you from the tyranny of an ever increasing array of devices.
Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you’re slogging through theory or buzzwords, there’s no denying content strategy is coming of age. But what’s in it for you? And if you’re not a content strategist, why should you care? Because even if content strategy isn’t your job, content’s probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where’s the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists. The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences. Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects
Discusses the challenges of intercultural communication in engineering, technical, and related professional fields Given today's globalized technical and engineering environment, intercultural communication is an essential topic for engineers, other technical professionals, and technical communicators to learn. Engineering programs, in particular, need to think about how to address the ABET requirement for students to develop global competence and communication skills. This book will help readers learn what intercultural communication is like in the workplace—which is an important first step in gaining intercultural competence. Through narratives based on the real experiences of working professionals, Negotiating Cultural Encounters: Narrating Intercultural Engineering and Technical Communication covers a range of design, development, research, and documentation projects—offering an authentic picture of today's international workplace. Narrative contributors present firsthand experience and perspectives on the complexities and challenges of working with multicultural team members, international vendors, and diverse customers; additional suggested readings and discussion questions provide students with information on relevant cultural factors and invite them to think deeply and critically about the narratives. This collection of narratives: Responds to the need for updated firsthand information in intercultural communication and will help us prepare workplace professionals Covers various topics such as designing e-commerce websites, localizing technical documentation, and translating workplace safety materials Provides hands-on studies of intercultural professional communication in the workplace Is targeted toward institutions that train engineers for technical communication tasks in diverse sociocultural environments Presents contributions from a diverse group of professionals Recommends additional material for further pursuit A book unlike any other in its field, Negotiating Cultural Encounters is ideal for all engineering and technical communication professionals seeking to better communicate their ideas and thoughts in the multicultural workplaces of the world.
FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.
Provides modern enterprises with the tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques Contemporary business organizations can either embrace the digital revolution or be left behind. Enterprise Content and Search Management for Building Digital Platforms provides modern enterprises with the necessary tools to create a robust digital platform utilizing proven best practices, practical models, and time-tested techniques to compete in today’s digital world. Features include: Comprehensive discussions on content strategy, content key performance indicators (KPIs), mobile-¬first strategy, content assessment models, various practical techniques and methodologies successfully used in real-world digital programs, relevant case studies, and more. Initial chapters cover core concepts of a content management system (CMS), including content strategy, CMS architecture, templates, work flow, reference architectures, information architecture, taxonomy, and content metadata. Advanced CMS topics are then covered with chapters on integration, content standards, digital asset management (DAM), document management, content migration, evaluation, validation, maintenance, analytics, search engine optimization (SEO), security, infrastructure, and performance. The basics of enterprise search technologies are explored next, including enterprise search features, advanced search methods, and other enterprise search concepts. An accompanying book support website provides additional material such as various content templates, checklists, and content case studies; along with an illuminating end-to-end digital program case study. Enterprise Content and Search Management for Building Digital Platforms: Offers a comprehensive guide to understanding and learning new methodologies, techniques, and models for the creation of an end-to-end digital system Addresses a wide variety of proven best practices, reference architecture, and deployed techniques in content management and enterprise search space which can be readily used for digital programs Covers the latest digital trends such as mobile-first strategy, responsive design, adaptive content design, micro services architecture, and semantic search; and also utilizes sample reference architecture for implementing solutions Features numerous case studies to enhance comprehension, including a complete end-to-end digital program case study Provides readily usable content management checklists and reusable templates for defining content strategy, CMS evaluation, search evaluation, and DAM evaluation that can be found on the book support website Comprehensive and cutting-edge, this book is an invaluable reference resource for creating an optimal enterprise digital eco-system to meet the challenges of today’s hyper-connected world.
Care about content? Better copy isn't enough. As devices and channels multiply—and as users expect to relate, share, and shift information quickly—we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go.
The complete, best-practice guide to implementing and using DITA: expert, 'in the trenches' advice you can't find anywhere else! • •Answers the crucial questions the 'official' DITA documentation doesn't cover, from 'Where do you start?' to 'How do you avoid the pitfalls?' •Reflects the authors' unsurpassed experience in all facets of enterprise-scale DITA planning, deployment, and day-to-day usage. •Offers practical guidance on topic-based writing, content architecture, and ensuring a quality implementation. Darwin Information Typing Architecture (DITA) is today's most powerful toolbox for constructing information. Implementing DITA can help organizations significantly improve the value of their technical documentation. This book brings together best practices and real-world guidance for success with DITA deployment and usage. Drawing on years of experience helping organizations implement DITA, the authors answer the crucial questions the 'official' DITA documents ignore: • •Where do you start in implementing DITA? •What should you know before you start writing? •What are DITA's gotchas and pitfalls? •Which DITA elements, attributes, and features should you know upfront, and which can wait? Technical writers and their managers can use this book as a complete roadmap for DITA adoption and implementation. Part 1 walks through the basics of topic-based writing, especially the importance of writing accurate, usable short descriptions. Part 2 covers more advanced topics related to content architecture, including DITA maps, linking strategies, metadata, conditional processing, and content reuse. Part 3 covers quality DITA implementations, offering crucial guidance for converting content to DITA, whether you do it in-house or utilize a third-party vendor.

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