The Digital Crown: Winning at Content on the Web

Overview

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 ...

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The Digital Crown: Winning at Content on the Web

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Overview

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.

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Editorial Reviews

From the Publisher

"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

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Product Details

  • ISBN-13: 9780124076747
  • Publisher: Elsevier Science
  • Publication date: 11/24/2013
  • Pages: 358
  • Sales rank: 319,017
  • Product dimensions: 7.50 (w) x 9.20 (h) x 0.80 (d)

Meet the Author

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.

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Table of Contents

Part 1: Content is a Conversation

Chapter 1: Understanding Branding, Content Strategy and Content Marketing

Rule 1: Start with Your AudienceChapter 2: Making the Case for Content

Rule 2: Involve Stakeholders Early and Often

Case Study: XONEX

Part 2: Content Floats

Chapter 3: Constructing the Conversation

Rule 3: Keep it Iterative

Chapter 4: Publishing Content for Everywhere

Chapter 5: Engagement StrategiesRule 4: Create Multidisciplinary Content Teams

Case Study: REI

Part 3: Effective Content Strategy: People and Process

Chapter 6: Understand your Customers

Chapter 7: Frame Your Content

Chapter 8: The Content Strategists' ToolboxRule 5: Make Governance Central

Case Study: HIPHOPDX

Part 4: Content Marketing: Now You Get To Talk

Chapter 9: Content Marketing Sustains the Conversation

Chapter 10: The Dream Content Team

Rule 6: Workflow that Works

Chapter 11: Talking about Design

Rule 7: Invest in Professionals and Trust ThemCase Study: Stefanie Diamond Photography

Conclusion

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