The Digital Crown

The Digital Crown

Winning at Content on the Web

1st Edition - September 17, 2013

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  • Author: Ahava Leibtag
  • Paperback ISBN: 9780124076747
  • eBook ISBN: 9780124076570

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Description

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.

Key Features

  • Discover easy-to-follow, simple breakdowns of the major ideas behind engaging with your customer
  • Learn both the theoretical and practical applications of content and communication on-line
  • Maximize on the case studies and real-world examples, enabling you to find the best fit for your own business

Readership

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

Table of Contents

  • Dedication

    Foreword

    Introduction: Why Content Matters

    Solving Your Content Problem

    Part 1: Content as Conversations

    Part 2: Content Floats

    Part 3: Content Strategy: People and Process

    Part 4: Sustaining the Conversation

    You Are Going to Be Great at This

    PART I: CONTENT IS A CONVERSATION

    Introduction

    Changing Patterns of Content Consumption

    Understanding the Power of Digital Content

    Reference

    Chapter 1. Understanding Branding, Content Strategy, and Content Marketing

    Abstract

    The Problem Grows

    The Challenge of the Web

    Understanding Content

    The Art of Conversation

    Branding: A Brand Is a Promise

    Build a Process: Content Strategy and Content Marketing Reinforce Branding

    Moving Forward with New Understanding

    Summary

    References

    Rule 1. Start with Your Audience

    Abstract

    Who IS on the Other End of the Line?

    Who Are These People?

    What Do Our Customers Want?

    Getting to Know Your Customers—The Tools

    Now You Have Tools

    Summary

    References

    Chapter 2. Making the Case for Content

    Abstract

    Understanding Business Objectives

    Defining Business Objectives

    Understanding the C-Suite

    Overriding the Objections

    Summary

    References

    Rule 2. Involve Stakeholders Early and Often

    Abstract

    Who Are Stakeholders?

    Ownership: Setting Up a Roadmap for Stakeholders

    Summary

    References

    Case Study: XONEX

    Case Study: XONEX (Holden, 2012)

    References

    PART II: CONTENT FLOATS

    Introduction

    Technology Mediates the Conversation

    Content Must Float

    Building Great Content Programs

    Reference

    Chapter 3. Constructing the Conversation

    Abstract

    The Internet Is the Room of Requirement

    Magic Content: Making Diamonds Out of Coal

    Creating a Content Framework

    Content Is Where Information Lives and Thrives

    Content: Formats, Platforms, and Channels

    Supporting the Sales and Buying Process Cycle

    Controlling the Content Experience

    Types of Content

    Summary

    References

    Rule 3. Keep It Iterative

    Abstract

    Getting to Wear the Digital Crown—Iterate for Greatness

    Content Iteration: The Key to Great

    Understanding the Growth Mindset

    What Is an Iterative Approach?

    Managing Content within the Organization: Setting Up the Roadmap

    What Does a Great Iterative Process Look Like?

    The Iteration Roadmap

    Summary

    References

    Chapter 4. Publishing Content for Everywhere

    Abstract

    Unlearn What You Have Learned

    Content as a Concept

    Intersection of People, Process, and Technology

    What Is Multichannel Publishing?

    A New Type of Content Consumption

    Are You Planning for Content Properly?

    Summary

    References

    Chapter 5. Engagement Strategies

    Abstract

    The Medium (Channel) Is the Message

    Defining Channels

    The Rise of Social Media, Digital Channels, and the Multi-Screen World

    Think Engagement—Think Community

    Identifying the Community and Its Channels

    Engaging the Community

    What to Do If the Community Doesn’t Commune?

    How and When to Build a Community

    Summary

    References

    Rule 4. Create Multidisciplinary Content Teams

    Abstract

    Things Have Changed

    What Do We Mean by Multidisciplinary?

    Why Multidisciplinary Teams?

    Find the Right People

    Summary

    References

    Case Study: REI

    References

    PART III: EFFECTIVE CONTENT STRATEGY: PEOPLE, PROCESS, AND TECHNOLOGY

    Introduction

    Reference

    Chapter 6. Understand Your Customers

    Abstract

    About Personas

    The Answers You Need

    What Is a Persona?

    How to Create Personas

    Three Categories of Journey Maps

    The Challenges of Using Personas in Large Organizations

    Align Content Development with the Largest Persona Group

    Summary

    References

    Chapter 7. Frame Your Content

    Abstract

    Why Frame?

    What Is “Framing Your Content”?

    Identity Pillars

    Messaging Architecture

    Voice and Tone

    The Payoff of Framing

    Summary

    References

    Chapter 8. The Content Strategists’ Toolkit

    Abstract

    Thinking Like a Publisher

    Ready to Execute

    Focus on the Tools in the Box

    Framework: People, Process, Technology

    Content Strategy: Tools You Can Use

    Plan

    Create

    Publish

    Distribute

    Analyze

    Govern

    Summary

    References

    Rule 5. Make Governance Central

    Abstract

    Why Do We Need Systems?

    What Is Content Governance?

    Why Content Governance?

    Governance Tools

    Setting Up a Content Governance Program

    People and Governance: Who Is in Charge?

    Training and Measurement

    Summary

    References

    Case Study: HipHopDX

    PART IV: CREATING CONTENT: TALKING AND LISTENING

    Introduction

    Content Marketing Attracts, Nurtures, and Converts Customers

    Ready to Transform?

    Chapter 9. Content Marketing Sustains the Conversation

    Abstract

    What Is Content Marketing?

    Content Marketing Solves Certain Problems

    Content Marketing to the Rescue

    Get Buy-In for Content Marketing in Your Organization

    Establish a Content Marketing Program

    Measure and Publicize Your Results

    Summary

    References

    Chapter 10. The Dream Digital Team

    Abstract

    The Digital Strategy Talent You Need

    Multidisciplinary Digital Strategy Teams Are Best

    Pick the Right Talent

    Summary

    References

    Rule 6. Workflow That Works

    Abstract

    What Is Workflow?

    Workflow Challenges

    Different Types of Content Teams

    Workflow Basics

    Putting the Right People in Place

    Reference

    Chapter 11. Talking About Design

    Abstract

    The Relationship of Content to Design

    Marry Content and Design

    The Design Process

    Content Tools to the Rescue

    Summary

    References

    Rule 7. Invest in Professionals and Trust Them

    Abstract

    Why Hire Consultants and Experts?

    Choosing the Right Consultant

    Summary

    References

    Case Study: Stefanie Diamond Photography

    Conclusion

    Acknowledgments

    Author Bio

    Index

Product details

  • No. of pages: 358
  • Language: English
  • Copyright: © Morgan Kaufmann 2013
  • Published: September 17, 2013
  • Imprint: Morgan Kaufmann
  • Paperback ISBN: 9780124076747
  • eBook ISBN: 9780124076570

About the Author

Ahava Leibtag

Ahava Leibtag
Ahava R. Leibtag has more than 15 years of experience in writing, messaging and marketing. Her unique specialty is creating marketing campaigns designed to reach your end-user, no matter how intricate your subject matter. Ahava is the Principal and owner of Aha Media Group, LLC, a full service Web consulting firm that has been in operation since October 2005. Clients include Johns Hopkins Medicine, Wake Forest University Baptist Medical Center, Washington Cancer Institute, Georgetown University Hospital, Franklin Square Hospital Center and Montgomery General Hospital.

Ahava's position as a Communications Strategist for a government agency gave her unique perspective in writing customer-centric prose. Previously, she worked in the Corporate Communications department of Russell Reynolds Associates, a leading international executive recruiting firm. Ahava has also worked for two major advertising agencies and a commercial production company.

Ahava received her M.A. from Georgetown University and her B.A. from Stern College for Women of Yeshiva University. She lives in the Washington, D.C., metropolitan region.

Affiliations and Expertise

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

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