The Digital Crown: Winning at Content on the Web
Books / Paperback
Books › Computers › Internet › General
ISBN: 0124076742 / Publisher: Morgan Kaufmann, November 2013
Leibtag, a content strategy and content marketing consultant and writer, shows companies how to create online content for a brand by following seven rules: starting with and understanding the audience; involving stakeholders early and often; continually rethinking and refining content; creating multidisciplinary content teams; keeping content consistent, fresh, and organized; positioning the right talent in the right roles; and investing in and trusting outside professionals. She also discusses how to build a business case for content and position it for senior and executive leadership, how to understand the customer, how to frame the content, the different phases of a content strategy, how to align content teams, and design aspects. Morgan Kaufmann is an imprint of Elsevier. Annotation ©2014 Book News, Inc., Portland, OR (booknews.com)
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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. 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
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