The Digital Crown book cover

The Digital Crown

Winning at Content on the Web

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 you’ll 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. You’ll 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.

Audience

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

ISBN: 978-0-12-407674-7

Contents

  • 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

    Conclusion

     

     

     

     

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