The Digital Crown

Winning at Content on the Web
Erscheinungsjahr 2013
ISBN: 978-0-12-407674-7
Verlag: Elsevier Science

Buch, Englisch, 358 Seiten, Format (B × H): 189 mm x 233 mm, Gewicht: 753 g

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.

Zielgruppe

<p>Executive and mid-level practitioners who are responsible for digital marketing, as well as UX professionals, practitioners, and designers. </p>

Autoren/Hrsg.

Leibtag, Ahava

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Mathematik | Informatik EDV | Informatik Professionelle Anwendung Web Graphik & Design, Web-Publishing

Inhaltsverzeichnis

Part 1: Content is a Conversation 1: Understanding Branding, Content Strategy and Content MarketingRule 1: Start with Your AudienceChapter 2: Making the Case for ContentRule 2: Involve Stakeholders Early and OftenCase Study: XONEX

Part 2: Content Floats3: Constructing the Conversation Rule 3: Keep it Iterative4: Publishing Content for Everywhere5: Engagement StrategiesRule 4: Create Multidisciplinary Content TeamsCase Study: REI

Part 3: Effective Content Strategy: People and Process6: Understand your Customers7: Frame Your Content8: The Content Strategists' ToolboxRule 5: Make Governance CentralCase Study: HIPHOPDX

Part 4: Content Marketing: Now You Get To Talk9: Content Marketing Sustains the Conversation10: The Dream Content TeamRule 6: Workflow that Works11: Talking about DesignRule 7: Invest in Professionals and Trust ThemCase Study: Stefanie Diamond Photography

Über Autor(innen)

Leibtag, Ahava
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.