Content Critical ― Gaining Competitive Advantage Through High-Quality Web Content

A practical guide to writing, organizing, and laying out content to make a company Web site both interesting and effective. It stresses providing material not for users but for readers , a subtle difference that nevertheless lies at the heart of communicating well with customers, staff members, suppliers, investors, or whomever visits the site. McGovern (a Web consultant) and Norton (a journalist) argue, convincingly, that "the organization that doesn't understand how to publish content professionally will play a diminishing role in an increasingly information-driven economy. In a world dominated by information, publishing skills are no longer something that's nice to have. They are a must-have." Annotation c. Book News, Inc., Portland, OR (booknews.com)

Gerry McGovern is a content management consultant and author. He has spoken and written extensively on Internet issues over the last seven years. He is advisory editor for BOSS (Bloomsbury) on the subject of ecommerce. (BOSS is a 3 million word plus one-stop reference and interactive tool, embracing all aspects of the world of work.) He writes a column for the popular marketing website, clickz.com, on the subject of content management and also has his own highly regarded and widely read online newsletter called New Thinking. He is a member of the Financial Times Knowledge Dialogue, a network of thought leaders advising executives on critical business issues. Previously Gerry founded Nua, which became best known for Nua Internet Surveys, a leading resource for information on Internet trends.

Rob Norton

is a freelance journalist in New York City. He is a contributing editor at Business 2.0 magazine, for which he writes the Leading Questions column, as well as news stories and feature articles. He also writes and publishes Net Style, a weekly online newsletter. Rob also does consulting work in journalism, publishing, website design and information architecture.

Previously Rob was Executive Editor at Fortune magazine, where he was a member of the management team that revamped Fortune in 1996. He was responsible for "First," Fortune?s innovative front of magazine section, and directed Fortune?s economics coverage. Rob joined Fortune in 1984, and worked for several years in the magazine?s Washington bureau. He has written several cover stories and dozens of feature stories, and also edited Fortune?s 70th anniversary issue in February 2000.