Digital Relevance

Developing Marketing Content and Strategies That Drive Results
2015. Auflage 2015
ISBN: 978-1-137-45280-1
Verlag: Palgrave MacMillan Us

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 241 mm, Gewicht: 415 g

Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each audience's context that they can't help but take next steps toward purchase.

Zielgruppe

Research

Autoren/Hrsg.

Albee, A.

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Table of Contents Introduction PART I: STRATEGY - BUILDING THE FOUNDATION
Section 1: Relevance The Frame for Engagement 1. Irrelevance 2. Shifting Relevance 3. Social Relevance 4. Radical Relevance Section 2: Positioning for Competitive Advantage 5. Distinct Value Brings Differentiation 6. Personas: Distinct Value in Application 7. The Big-Picture Business Perspective 8. Customer Experience Brings Competitive Advantage Section 3: The Need for a Continuum Approach 9. A Continuum Fuels Real-Time Relevance 10. Creating a Continuum Approach 11. Moving from Campaign to Continuum 12. Get More Value From Investments in Content Section 4: Storytelling: Make Your Customer the Hero 13. Our Brains on Stories Why Stories Work 14. The Strategic Value of Storytelling 15. Story Structure 8 Elements of Story Design 16. Contextualization and Channel Integration PART II: DYNAMIC EXECUTION - PUT STRATEGY IN PLAY
Section 5: Responsiveness Your Ability to Sync Up 17. The Reactive State 18. The Proactive State 19. The Perceptive State 20. The Dynamic State Section 6: Contextual Connections: The Art of Getting Personal 21. Engaging Diverse Audiences 22. Establishing Relevance Across Channels 23. Goals Merging Yours with Theirs 24. Audience Overlays 25. Marketing-to-Sales Relationship Architecture 26. Social Advocacy Section 7: Proving Performance: Science, Not Fluff 27. Data and Analytics for Business Results 28. Relevance KPIs 29. Moving the Needle Lead Scoring and Progression 30. Empowering Sales with Content Conclusion Appendix About the Author Acknowledgements

Über Autor(innen)

Ardath Albee is a B2B Marketing Strategist and CEO of her firm Marketing Interactions, Inc. She helps companies with complex sales turn prospects into buyers with digital marketing strategies and content platforms that show them what's possible, why to embrace change and how to gain value that drives business. Ardath also authored the book eMarketing Strategies for the Complex Sale, has been voted one of the 50 Most Influential People in Sales and Lead Management for the past three years, and was selected as a 2014 Woman to Watch in B2B Marketing by FierceCMO.