Chapter 1: Everything you know about publishing is wrong
Chapter 2: The benefits and costs of content
Chapter 3: The reader is king
Chapter 4: The need for content standards
Chapter 5: Creating content
Chapter 6: Editing content
Chapter 7: The four pillars of information architecture
Chapter 8: Navigation critical
Chapter 9: Content layout and design
Chapter 10: Special topics in web publishing
Chapter 11: The publishing team
Chapter 12: Five stage publishing strategy approach

Chapter 1: Everything you know about publishing is wrong

• The secret of web success
• It’s an information overloaded world
• Traditional publishing sucks
• The alternative sucks 30,000 times more
• Organizations are awful at publishing content
• Everything you know about the Web is wrong
• Just what is publishing?
• Time to publish
• The organization as university
• Know your reader

Chapter 2: The benefits and costs of content

• The rise and rise of content
• The benefits of content
  Content benefits commerce
  Content benefits decision making
  Content benefits staff loyalty and organizational cohesion
  Content benefits innovation and learning
• The cost of content
  Content is costly to create, edit and publish
  Content is difficult to create, edit and publish
  Content processes are difficult to automate
  Content is difficult to organize
  Content is difficult to measure
• Toward a content cost-benefit model
  Modeling content benefits
  Modeling content costs
  Search cost
  Time-to-publish cost
  Promotion cost
  Readership cost
• Conclusion

Chapter 3: The reader is king

• If the customer is king …
• Age of the information literate
• Skills of the information literate
• Seven things readers want from your website
  1. Readers want to be able to find things
  2. Readers want your advice
  3. Readers want up-to-date, quality content
  4. Readers want relevant and straightforward content
  5. Readers want to do things
  6. Readers want to interact
  7. Readers want privacy
• Conclusion

Chapter 4: The need for content standards

• The Internet: a triumph for standards
• The Internet today is a mess
• The third phase of the Internet
• Standards empower
• Classification is key
• Standards allow more people to publish
• One website, or many?
• Conclusion

Chapter 5: Creating content

• Identifying your readers
  How many types of reader?
  Don’t try to cater to all
  Get everyone on board
  Checklist: identify the reader 56
• Identifying your content
  What have you got?
  What language?
  Scoping your website
  Pick a publication schedule
  Content forms and types
  Cost-benefit analysis
  Checklist: identifying content
• Creating content: critical factors
  Style and readability guidelines
  Word and phrase glossary
  Content layout
  Creating content collaboratively
  Motivation and reward
  Copyright and legal issues
  Checklist: creating and adapting content
• Commissioning content
  Calendar of events
  Acquiring content
  Checklist: linking to third-party websites
• Reader-created content
  The importance of the moderator
  Email mailing lists
  Checklist: recommendations for email mailing lists
  Discussion boards/newsgroups
  Online chat
• Conclusion

Chapter 6: Editing content

• Why quality editing is essential
• Contributing content
• How the contribution process works
• Editing content
• The three key editing functions
  Managing editor function
  Editor function
  Copyeditor function
• Reviewing content
• Correcting content
• Conclusion

Chapter 7: The four pillars of information architecture

• The evolution of information architecture
• Metadata and classification: a website’s foundation
• Metadata: the content about content
  General guidelines for metadata
  Document templates
• Classification: expressing strategy in words
  Guidelines for better classification
  Seven steps in creating a classification system
• Search: what most people do
  How web search works
  Basic search
  Advanced search
  Displaying search results
• Conclusion

Chapter 8: Navigation critical

• Ten principles of navigation design
  1) Design for the reader
  2) Provide a variety of navigation options
  3) Let readers know where they are
  4) Let readers know where they’ve been
  5) Let readers know where they are going
  6) Provide context
  7) Be consistent
  8) Follow web convention
  9) Don’t surprise or mislead the reader
  10) Provide the reader support and feedback
• Navigation design checklist
• 13 navigation options
  1. Classification path navigation
  2. Core navigation
  3. Document navigation
  4. Drop-down navigation
  5. Ecommerce/shopping cart navigation
  6. Feature navigation
  7. Global navigation
  8. Homepage navigation
  9. Language and geographic navigation
  10. Personalized navigation
  11. Progress chart navigation
  12. Related navigation
  13. URL navigation
• Conclusion

Chapter 9: Content layout and design

• General content layout conventions
• Heading and summaries
• Laying out documents
• Laying out forms
• Laying out email publications
• Graphic web design
• General design conventions
• Mastheads: the importance of slim design
• Footers: don’t forget essential information
• Accessibility
• Conclusion

Chapter 10: Special topics in web publishing

• Subscription-based publishing
  Managing passwords
• Reader interaction and feedback
• Promoting content
  Use your homepage
  Get links
  Get registered (at your friendly search engine)
  Other promotion devices
• Measuring publication performance
• Conclusion

Chapter 11: The publishing team

• Publishing team: roles and organization
• Team members
  Publisher
  Managing editor
  Editor
  Copyeditor
  Author/writer
  Contributor
  Moderator
  Information architect
  HTML coder
  Systems administrator/junior programmer
  Graphic designer
  Usability expert
  Marketing executive
• Comprehensive publisher organization chart
• Training
• Conclusion

Chapter 12: The five-stage publishing strategy approach

• People are the key asset
• Publishing strategy pitfalls
• The five-stage publishing strategy approach
• Stage 1. Situation analysis
• Stage 2. Publication scope definition
  Define the reader and content
  Design the create processes
  Design the editing processes
  Design the publication approach
  The publication scope is the publishing strategy
• Stage 3. Design the information architecture
  Design metadata, navigation and search
  Design general architecture elements
  Develop layout and design approach
• Stage 4. Build the publishing team
  Define publishing workflows
  Build the publishing team
• Stage 5. Publishing technology design
• Conclusion
  
   

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