Content Critical: Gaining Competitive Advantage Through High-Quality Web Content, 1st edition

  • Gerry McGovern
  • Rob Norton

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 "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."  
                                                 Rowan Wilson, Knowledge Management Review "This book is highly recommended. It belongs in every design library. It should be on the reading list of every course in Web design. Any Web designer who plans to be in business five years from now should read this book."                                                                  Design Research News, Jan 2002

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:
  • discover the key skills required to write compelling content for the Web
  • understand the rules of publishing content online
  • know how to appeal to your online readers
  • develop an effective Internet communications strategy
  • build publishing skills within your organization.

Table of contents

Topics that Content Critical explores include:

  • How publishing is a model for content management within organizations
  • How to establish a publishing strategy
  • How to develop a website that reflects publishing best practice
  • Issues relating to metadata, navigation, search, layout and design
  • How to measure the cost and benefit of content
  • How to define the roles and responsibilities within a publishing (content) organization
  • How to encourage collaboratively created content
  • How to motivate people to create high quality content
  • How to write better content for the Web
  • How information overload is impacting on the organization
  • Practical examples of content management strategies and experiences
  • Information on important conferences, events, books, articles, etc., relating to content and knowledge management


Published by Pearson FT Press (October 15th 2001) - Copyright © 2001