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

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Details

No. of pages:
358
Language:
English
Copyright:
© 2014
Published:
Imprint:
Morgan Kaufmann
Electronic ISBN:
9780124076570
Print ISBN:
9780124076747

About the author

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.

Reviews

"This is a sample chapter from Ahava Leibtag’s new book, The Digital Crown: Winning at Content on the Web. 2014 Morgan Kaufmann." - Uxmatters.com,August 2014

"…author Ahava Leibtag does a fantastic job on showing how to ensure that your web site has what it takes to get visitors to return, namely great content…The book is heavy on understanding requirements and has hundreds of questions that need to be asked before creating content. The book is well worth it for that content alone."--SlashDot online, January 13, 2014
"After reading the book, the way you look at web sites will be entirely different…the book is about as good as anything could get on the topic…For firms that are serious about content and looking for an authoritative reference on how to build out their content and do it right, The Digital Crown: Winning at Content on the Web is certain to be an invaluable and necessary resource."--RSAConference.com, January 13, 2014