The Digital Crown
Winning at Content on the WebBy
- Ahava Leibtag
In 1997, Bill Gates famously said "Content is king." Since then, the digital marketing world has been scrambling to fulfill this promise, as we finally shift our focus to what consumers really want from our brands: a conversation.The Digital Crown walks you through the essentials of crafting great content: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. Systems create freedom, and within this book youâll learn the seven critical rules to align your internal and external content processes, including putting your audience first, involving stakeholders early and often, and creating multidisciplinary content teams.
Complete with case studies and experience drawn directly from global content projects, you are invited to observe the inner workings of successful content engagements. Youâll learn how to juggle the demands of IT, design, and content teams, while acquiring all the practical tools you need to devise a roadmap for connecting and engaging with your customers.
This is your next step on the journey to creating and managing winning content to engage your audience and keep them coming back for more.
executive and mid-level practitioners who are responsible for digital marketing, as well as UX professionals, practitioners, and designers.
Paperback, 358 Pages
Published: November 2013
Imprint: Morgan Kaufmann
Part 1: Content is a Conversation
Chapter 1: Understanding Branding, Content Strategy and Content Marketing
Rule 1: Start with Your AudienceChapter 2: Making the Case for Content
Rule 2: Involve Stakeholders Early and Often
Case Study: XONEX
Part 2: Content Floats
Chapter 3: Constructing the Conversation
Rule 3: Keep it Iterative
Chapter 4: Publishing Content for Everywhere
Chapter 5: Engagement StrategiesRule 4: Create Multidisciplinary Content Teams
Case Study: REI
Part 3: Effective Content Strategy: People and Process
Chapter 6: Understand your Customers
Chapter 7: Frame Your Content
Chapter 8: The Content Strategists' ToolboxRule 5: Make Governance Central
Case Study: HIPHOPDX
Part 4: Content Marketing: Now You Get To Talk
Chapter 9: Content Marketing Sustains the Conversation
Chapter 10: The Dream Content Team
Rule 6: Workflow that Works
Chapter 11: Talking about Design
Rule 7: Invest in Professionals and Trust ThemCase Study: Stefanie Diamond Photography