- eBook ISBN 9780124076570
- Print ISBN 9780124076747
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.
executive and mid-level practitioners who are responsible for digital marketing, as well as UX professionals, practitioners, and designers.
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
Changing Patterns of Content Consumption
Understanding the Power of Digital Content
Chapter 1. Understanding Branding, Content Strategy, and Content Marketing
The Problem Grows
The Challenge of the Web
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
Rule 1. Start with Your Audience
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
Chapter 2. Making the Case for Content
Understanding Business Objectives
Defining Business Objectives
Understanding the C-Suite
Overriding the Objections
Rule 2. Involve Stakeholders Early and Often
Who Are Stakeholders?
Ownership: Setting Up a Roadmap for Stakeholders
Case Study: XONEX
Case Study: XONEX (Holden, 2012)
PART II: CONTENT FLOATS
Technology Mediates the Conversation
Content Must Float
Building Great Content Programs
Chapter 3. Constructing the Conversation
"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