The Digital Crown

Winning at Content on the Web

By

  • Ahava Leibtag, Principal and owner of Aha Media Group, LLC, a full service Web consulting firm

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.

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Audience

executive and mid-level practitioners who are responsible for digital marketing, as well as UX professionals, practitioners, and designers.

 

Book information

  • Published: November 2013
  • Imprint: MORGAN KAUFMANN
  • ISBN: 978-0-12-407674-7


Table of 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