Book Reviews: Content Strategy
Content Operations from Start to Scale: Perspective from Industry Experts
Carlos Evia, ed. Blacksburg, VA: Virginia Tech Publishing. 2024. 188 pages, including index.
Index Terms—content operations, content strategy, governance, localization, technical writing
Reviewed by Danielle M. Villegas, IEEE Affiliate Member
One emerging trend in technical communications in the past few years promotes the evolution of content operations. There are several industry experts who have talked about content operations and, through practice and research, they have figured out how to optimize that workflow. One primarily only learned how content operations should work by attending conference presentations or webinars and reading blog posts—until now. With great foresight towards training future content operations specialists, Dr. Carlos Evia gathered, coordinated, and edited essays by leading industry experts to form this definitive guide, Content Operations from Start to Scale: Perspective from Industry Experts.
For those who are not familiar with content operations, Evia provides a quote from Rahel Bailie, one of the main proponents of the field and book contributors, to explain the concept:
Content Operations (Content Ops) is the implementation of a strategy that incorporates people, processes, and technologies to optimize content production, so that organizations can leverage their content as business assets while retaining content quality. (p. XX)
This book presents discussions that would help content practitioners in implementing best practices in a content operations workflow in the same vein as other technical sectors, such as DevOps or IT Ops. Evia structured the book into chapters covering essential content operations concepts, such as business cases, governance, content creation, customer experience, personalization, localization, and supporting technology. Each topic is written by a different expert, well-researched, and presents both theoretical and practical perspectives.
For those who are interested in content strategy, Content Operations from Start to Scale uses terminology and examples of how content strategy and technical writing methodologies come into play when actually implementing these in real life. The topic structure aligns well with the high-level concepts that content strategy promotes. While the book does do an excellent job in explaining all the considerations that one would need to evaluate within their own operation, there is a need for the reader to already have a basic understanding of technical communication and content strategy to keep up with the content.
I recommend adding this book to your personal library as it is a great read not only for those who are getting started or studying content strategy and processes, but also for those who are already in the process of implementing content operations at their place of business. It provides practical, easy-to-understand examples, and does a great job to remind the prospective content operations specialist of the broader scope of content operations, which is ultimately providing the best content experience for one’s audience.
Content and Copywriting: The Complete Toolkit for Strategic Marketing, 2nd ed.
Margo Berman. New York, NY: Wiley-Blackwell. 2024. 508 pages, including index.
Index Terms—content creation, copywriting techniques, multimedia campaigns, strategic marketing
Reviewed by Michelle Gardner
Margo Berman’s Content and Copywriting: The Complete Toolkit for Strategic Marketing is a valuable guide for anyone wanting to master persuasive writing for today’s marketing environment. Particularly useful for new content creators and copywriters, this updated and expanded second edition includes examples of television and radio storyboards and scripts, and provides useful templates, writing tips, exercises, examples, and terminology lists.
Divided into three parts, Content and Copywriting addresses: 1) content creation versus copywriting; 2) video, audio, print, and cross-platform campaigns; and 3) resources. Part one explains the content creation process, audience engagement, video templates for cross-platform use, and interactive engagement. Part two completes the majority of the book by offering tailored advise rather than a one-size-fits-all approach. Berman emphasizes the importance of tailoring your writing to audience needs and campaign objectives. She gets you thinking about the ABCs of strategy (audience, benefits, and creative briefs); analyzing strategies; and writing for television, interactive spots, video scripts, and radio. Part two continues with:
- Copywriting techniques: developing a strong message, determining the tone of voice, and choosing the point of view
- Headline and slogan techniques: remembering the call to action, thinking up catchy headlines and subheads, and making up sticky slogans
- Printed page messaging: ads, posters, ambient media, direct mail, packaging, and coupons
- Integrated campaigns: developing ideas and writing for traditional, social media, and interactive platforms
You’ll quickly see that Content and Copywriting is targeted to marketing in the digital age (social media, blogging, and email campaigns), which is the heartbeat of current marketing strategies.
You’ll even find sections about surprising the audience, understanding your audience’s frame of reference, and being irreverent while still being effective. Berman provides plenty of examples that catch your eye, stop you in your tracks, and make you notice a great message.
Berman’s range of topics ensures that there’s something for everyone, but she includes an extensive resources list if you want to continue your learning beyond this book. Her practical advice and real-world examples make this an invaluable resource for marketers, copywriters, and content creators. You’ll discover the tools and develop the mindset needed to succeed as a content creator and copywriter.