This is a new and updated edition of the foundational book on content strategy Provides a methodology to identify key business needs and build a unified content strategy. Shows how to analyze content and create responsive content models. New edition of the seminal book that launched the field of content strategy back in 2002. We can't just design content for one channel, device or medium anymore; we need to design responsive structured content to reach customers anytime, anywhere, and on any device. And we can't do that until we can define how each element associated with a content object should be effectively written to respond to different customer needs and context of the content as well as changes in display and different capabilities of devices. This book presents a unified content strategy model. A unified content strategy: Identifies customer requirements. Defines structured content models for responsive content. Determines how content will be reused and repurposed across media and devices and how it will adapt to changing customer needs. Identifies the tags (metadata) for retrieval and dynamic delivery. Determines how content should be managed throughout the entire content lifecycle. Defines the governance policies to manage the content from creation to retirement

Ann Rockley, President of The Rockley Group, Inc. has an international reputation for developing XML-based content strategies. She has been instrumental in establishing the field in eContent, content reuse, intelligent content strategies for multi-platform delivery, eBooks, and content management best practices.

Charles Cooper, Vice President of The Rockley Group, Inc., has over 20 years of experience in quality assurance and over 15 years of experience in eContent, user experience, taxonomy, workflow design, composition, and digital publishing. He teaches, facilitates modeling sessions and develops taxonomy and workflow strategies.

Section 1: The basis of a unified content strategy
Chapter 1: Content: The lifebood of an organization
Chapter 2: Intelligent content

Section 2: Where does a unified content strategy fit
Chapter 3: Enterprise content: Web and beyond
Chapter 4: Publishing
Chapter 5: Product content
Chapter 6: Learning materials

Section 3: Performing a substantive audit: Determining business requirements
Chapter 7: What does your customer really need?
Chapter 8: Where does it really hurt?
Chapter 9: Analyzing the content lifecycle
Chapter 10: Performing a content audit
Chapter 11: Envisioning your unified content strategy and lifecycle

Section 4: Developing a unified content strategy
Chapter 12: Content modeling: Adaptive content design
Chapter 13: Reuse strategy
Chapter 14 Designing workflow
Chapter 15 Designing metadata
Chapter 16: It's all about the content
Chapter 17 Change management and governance

Section 5: Supporting  your unified content strategy
Chapter 18: Changing roles
Chapter 19: The role of XML
Chapter 20: The role of content management

Section 6 Resources
Glossary
Bibliography
A: Checklist for implementing a unified content strategy
Index