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Kristina Halvorson
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Content Strategy for the Web 1st Edition

by Kristina Halvorson (Author)
4.2 4.2 out of 5 stars 74 ratings
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Describes the value of content strategy, discusses how to audit and analyze content, and looks at ways to maintain content over time.
Previous page
  1. ISBN-10
    0321620062
  2. ISBN-13
    978-0321620064
  3. Edition
    1st
  4. Publisher
    New Riders Pub
  5. Publication date
    August 15, 2009
  6. Language
    English
  7. Dimensions
    7 x 0.5 x 9 inches
  8. Print length
    181 pages
  9. See all details
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Editorial Reviews

About the Author

Kristina Halvorson is the founder and president of Brain Traffic, a nationally-renowned agency specializing in content strategy and writing for the web.

Widely recognized as one of the country’s leading content strategists, Kristina speaks regularly to audiences around the world about how to deliver useful, usable content online, where and when your customers need it most. She has led content projects for hundreds of websites across dozens of industries. Her presentations about web content are consistently given top ratings at conferences and by clients alike.

In 2009, Kristina curated the first Content Strategy Consortium to facilitate a national dialogue about this emerging discipline. She lives in St. Paul, Minnesota with her husband and two children.

Product details

  • Publisher ‏ : ‎ New Riders Pub; 1st edition (August 15, 2009)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 181 pages
  • ISBN-10 ‏ : ‎ 0321620062
  • ISBN-13 ‏ : ‎ 978-0321620064
  • Item Weight ‏ : ‎ 10.9 ounces
  • Dimensions ‏ : ‎ 7 x 0.5 x 9 inches
  • Customer Reviews:
    4.2 4.2 out of 5 stars 74 ratings

About the author

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Kristina Halvorson

Kristina Halvorson

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Kristina Halvorson is widely recognized as the world's leading advocate for content strategy. She is the CEO and founder of Brain Traffic, the renowned content strategy firm; the host of the popular 5by5 podcast, Content Talks; and the founder of Confab, the Content Strategy Conference. Her first book, Content Strategy for the Web, is considered the gold standard for content strategy literature.

In 2009, Kristina helped organize the Content Strategy Consortium, the first-ever gathering dedicated to the topic of content strategy. In 2010, she delivered the keynote address at the world's first Content Strategy Summit in Paris, France. Since that time, she has appeared as a featured speaker at nearly 50 conferences and is well-known for her humorous, inspiring talks.

Kristina lives in St. Paul, Minnesota with her two children. Find her on Twitter at http://twitter.com/halvorson.

Customer reviews

4.2 out of 5 stars
4.2 out of 5
74 global ratings

Top reviews from the United States

JT
5.0 out of 5 stars Responding to the Critics - A View From Objective Fan
Reviewed in the United States on May 6, 2010
Verified Purchase
Just finished Content Strategy FTW, and it was terrific. Rather than add praise that's already been said, I'll counter the critics instead. I have no connection to the author or her firm - I just like good books.

A couple of reviews have said that the book is too repetitive and oriented around "selling" content strategy rather than directly addressing it. I understand this reaction, however, I would counter that content strategy is still a new idea, and a lot of people are still getting their arms around the messaging and metaphor that will help them sell it to their teams or boss or client. The book is full of helpful elevator speeches and analogies to help place content strategy on the map of existing functions - that's important. AND, the "teaching us to teach" language is also well supported by several indepth well-conceived chapters - for example, I can't imagine anything being as boring as content auditing, but this book actually made me excited about the task, while giving me a concrete handle on how my team would do it.

A couple of folks have also commented on the use of language and layout. I'll admit, I'm not used to the "phrase as sentence" style either. New approach. For me. And many others. I got used to it, and frankly it made my realize how LONG my online sentences are. Good to rethink assumptions about what's OK sometimes.

I realized after reading this that I've been doing content strategy for more than 10 years with clients - calling for a longer view, pushing for governance, etc - seeing this world so nicely captured and well presented was a pleasure.
4 people found this helpful
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V. Tomich
5.0 out of 5 stars Great resource
Reviewed in the United States on February 20, 2011
Verified Purchase
I just entered into a role where content will be a big part of my responsibilities and this book was a fantastic introduction for me and I definitely have pulled it off my shelf a few times as a resource and I believe I'll continue to do so for a good while. I love Kristina's writing style, even if it is repetitive, it seems repetitive by design so that you'll remember. Her style is conversational, easy to read, and I love her use of short bits of text, large subtitles and red highlights- it breaks it down for easy reading- also by design showing that she practices what she preaches. I'm very grateful that she offers up a reading list in her book, and I had already contemplated some of the books, but definitely feel reinforced that I am on the same track to deep diving in this arena of content management/strategy. I also appreciated how she was very clear from the beginning to emphasize what her book is about, and what it isn't- so that you don't set yourself up for disappointment if you don't find something you may have expected.

Overall a fantastic resource packed with information in a small package. Definitely recommend to those who are new in the field, those who are in need of a refresher, or those who aren't in the field but know they need to take a look at their content.
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Cliff Tyllick
5.0 out of 5 stars Building a website? Read this book first.
Reviewed in the United States on January 23, 2010
Verified Purchase
If you are in any way associated with the development or maintenance of a website, this book is for you. In a highly engaging and readable style, Kristina Halvorson covers the most important -- and often forgotten -- aspects of developing an effective website.

If the site is your own, and you have no training in site design, Kristina Halvorson gives you a clear idea of what information to gather -- and how to gather it -- before you are even ready to think seriously about the visual aspects of design.

If you are starting out as a professional web developer, you will find a sound approach to bring to your clients.

If you are an experienced web developer, you will either find an outline for doing your job better than you have been or, if you are already following the content strategy approach (perhaps without knowing that's what you've been doing), you will find the high points for the elevator pitch to your clients.

If you plan to contract out the development of your own website, you will know what you should expect from whomever you hire to do the job for you. If they offer any less, your website won't work for your intended audience. And if it doesn't work for them, it can't work for you.
4 people found this helpful
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Roland King
3.0 out of 5 stars A solid book for content strategy NOT content creation
Reviewed in the United States on February 25, 2010
Verified Purchase
First, while it may sound obvious, let me state that this book is primarily about content strategy; it is not a user's guide to developing quality Web content. I believe a few other reviews have misrepresented this book, so please consider this before purchasing.

With that said, the book gives a very effective in-depth look at content strategy (or the lack thereof) for large corporations. However, there is quite a bit of repetition throughout the book, particularly in the beginning of each chapter. Halvorson also gives off a bit of a condescending tone in some of her writing, which can be a distraction.

The book is really aimed toward an audience that is already aware of how to develop good Web content but needs assistance building a strategic plan to implement it. By far, the best chapter is Audit (4) which goes into great detail on how to audit your site's current content.

The book is worth reading -- especially if you are in a large corporate setting -- but will not be completely useful if you are not adequately educated on how to create quality content. Before purchasing this, I recommend reading Janice (Ginny) Redish's "Letting Go of the Words."
85 people found this helpful
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Top reviews from other countries

Ryan
5.0 out of 5 stars Five Stars
Reviewed in Canada on December 2, 2016
Verified Purchase
Fantastic book. One of the best written on the topic.
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Richard Stowey
5.0 out of 5 stars A real eye opener to the bits everyone forgets
Reviewed in the United Kingdom on June 11, 2011
Verified Purchase
I found this book an exceptional eye opener to the parts of website design and development which most people always overlook.

Where I have been working, the content strategy often comes from the outset of the project, from the top of the chain. The project is then passed through the chain of bodies who are involved including content and copy writers.

Content Strategy for the Web describes many of the elements which require someone who can control, manage and understand each of the content components which come together as the entire content strategy.

As a digital project manager this has definitely given me the tools to ensure that each of these elements are looked after, understood and the most important part - they are there at the end of the project when you are ready to launch!

Content is the most important part of a website - this book describes every content element and how to get a hold of it.

Brilliant, well thought out, and definitely what a lot of people need!
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Sam
5.0 out of 5 stars Five Stars
Reviewed in Canada on March 22, 2015
Verified Purchase
Good way to start into any type of online content.
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Gurminder
1.0 out of 5 stars Over promises and delivers very little
Reviewed in the United Kingdom on March 17, 2012
Verified Purchase
For the sake of brevity and to avoid repeating some of the comments of others who have found this book disappointing: they are right.

As someone who manages a number of websites, I'm constantly looking for new ideas and best practices that will help me develop my websites, from content strategy through tactical delivery to measurement and analysis. The author claims from the outset that the book is "an introduction to the emerging practice of content strategy" and that it "provides a high-level overview of the benefits, roles, activities, and deliverables associated with content strategy". Sounded great.

Unfortunately, the book fails to deliver on any of these promises. What is presented is a collection of headings followed by series after series of bullet points. But these aren't bullet points providing you with information, best practices, procedures/processes, blueprints, or any sort of content strategy enlightenment - they are simply lists of questions. Do you do this? Does your organization do that? And so on, an on and on - page after page after page. A handful of reasons for having a content strategy are presented in the first couple of chapters (although these are tenuous at best). After that, the author just rambles and waffles about, well, actually very little. No original ideas are presented - whenever the author says "the following process will help do X or Y" there's always a little footnote disclaimer that the process in question was provided by someone else. To the author's credit, the topic of auditing a site is introduced - but then she simply says make a list of your webpages on an excel sheet - she's clearly forgotten that sitemaps are available.

There's a few examples - of basically some really crap and obscure websites. Thus, the author can say "these aren't a good examples of managing content". No analysis is presented of why they are crap and what could be done to improve them.

It's never a good sign when you get frustrated with a book - but after the first couple of chapters I actually began to pity the author. I would recommend  Clout: The Art and Science of Influential Web Content (Voices That Matter) , which is exactly the publication this book tried to be. It's a good book on developing and managing content strategy. I'd also recommend  The Copywriting Sourcebook: How to Write Better Copy, Faster - For Everything from Ads to Websites  and  Write To Sell: The Ultimate Guide to Great Copywriting  for the copywriting side of things.

After that, all you need is a bit of common sense - avoid this book. It's as dire as the content presented in it. Ironic really.
3 people found this helpful
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Angie Finlay
2.0 out of 5 stars Condition not as advertised.
Reviewed in Canada on July 10, 2021
Verified Purchase
Great book. So two stars for that. However, it was advertised as NEW -- with a price to match -- and there's pen markup on multiple pages!!!
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