Content Critical: Gaining Competitive Advantage Through High-quality Web Content "The term "bible" is now highly over-used in reference to tech books but if it weren't, that's how I would categorize Content Critical." In the age of information overload and content glut, how do you get people to read what¿s on your website? The modern world runs on content. And the Web is fast becoming the medium of choice for content delivery. Increasingly business is about getting the right content to the right person at the right time ¿ and making a profit out of it. Content is critical. Content Critical will change the way you think about the Web. If part of your job involves writing original content to be placed on the Web ¿ product support material, a marketing pitch, or internal communication ¿ you¿re part of a publishing process. Think of your website as a publication and it all begins to make a lot of sense. Think of the person who visits your website as a reader and your objectives become clearer. Content Critical explains the theory and practice of producing reader-focussed, compelling content. It includes highly detailed, practical advice about what it takes to build a professional, content-oriented website, including classification, navigation, search and content layout. It shows you how to organize a publishing team and how to create a web publishing strategy.Discover what high-quality content really is, and learn how to create it. Content Critical will help you:
|
Contents
CONTENTS | 3 |
Its an information overloaded world | 4 |
Everything you know about the Web is wrong | 9 |
Just what is publishing? | 12 |
The organization as university | 15 |
Know your reader | 18 |
THE BENEFITS AND COSTS OF CONTENT | 21 |
THE NEED FOR CONTENT STANDARDS | 63 |
THE FOUR PILLARS OF INFORMATION | 123 |
what most people do | 136 |
NAVIGATION CRITICAL | 141 |
CONTENT LAYOUT AND DESIGN | 169 |
SPECIAL TOPICS IN WEB PUBLISHING | 185 |
THE PUBLISHING TEAM | 197 |
THE FIVESTAGE PUBLISHING | 213 |
| 233 | |
Common terms and phrases
A.T. Kearney Andrew Odlyzko approach architect basic become CERN Chapter Cisco classification collaboration common standards communication content management contribute copyeditor core navigation cost create quality content creating content critical deliver document templates Dublin Core e-commerce ensure environment essential example feedback function global navigation graphic designer headings and summaries homepage hypertext important information architecture information overload interaction Internet intranet involved issues J.C.R. Licklider knowledge capital language look magazine mailing lists managing editor metadata Microsoft Microsoft Home navigation design navigation options Network Oracle organization organization's particular document percent person promotion publication scope publish content publishing processes publishing strategy publishing team quantities of content quickly Readers want responsibilities right content search engine staff subscription-based publishing Tim Berners-Lee Time-to-publish tion UKOLN understand website's workflow writing Yahoo
Popular passages
Page x - The difficulty seems to be, not so much that we publish unduly in view of the extent and variety of present day interests, but rather that publication has been extended far beyond our present ability to make real use of the record.
Page x - The summation of human experience is being expanded at a prodigious rate and the means we use for threading through the consequent maze to the momentarily important item is the same as was used in the days of square rigged ships.
Page iv - In an increasingly competitive world, it is quality of thinking that gives an edge—an idea that opens new doors, a technique that solves a problem, or an insight that simply helps make sense of it all. We work with leading authors in the various arenas of business and finance to bring cutting-edge thinking and best learning practice to a global market.