The Digital Crown : Winning at Content on the Web.

Format:

Book

Author/Creator:

Leibtag, Ahava.

Language:

English

Subjects (All):

Internet marketing.

Branding (Marketing).

Physical Description:

1 online resource (359 pages)

Edition:

1st ed.

Place of Publication:

San Diego : Elsevier Science & Technology, 2013.

Contents:

Front Cover

The Digital Crown: Winning at Content on the Web

Copyright

Contents

Dedication

Foreword

Introduction: Why Content Matters

Solving Your Content Problem

The Inherent Tension in Content

Content Is Messy. It's Complicated. It's Time-Consuming

The Mess That Can Be Managed

Why Following a System Is Key

Part 1: Content as Conversations

Rule #1: Start with Your Audience

Rule #2: Involve Stakeholders Early and Often

Part 2: Content Floats

Rule #3: Keep It Iterative

Rule #4: Create Multidisciplinary Content Teams

Part 3: Content Strategy: People and Process

Rule #5: Make Governance Central

Part 4: Sustaining the Conversation

Rule #6: Position the Right Talent in the Right Roles

Rule #7: Invest in Professionals and Trust Them

You Are Going to Be Great at This

Part 1: Content Is a Conversation

Chapter 1: Understanding Branding, Content Strategy, and Content Marketing

The Problem Grows

The Challenge of the Web

Crowdsourcing: Information from Trusted Sources

Should Businesses Really Care?

Understanding Content

The Art of Conversation

Branding: A Brand Is a Promise

What Is a Brand?

Defining Brands

Who Defines a Brand?

Managing the Brand

Brand Definition

Employee Training About the Brand

Brand Consistency

Consistency Across Channels

Build a Process: Content Strategy and Content Marketing Reinforce Branding

What Is Content Strategy?

Systems Create Freedom

What Is Useful, Usable Content?

What Is a Repeatable Lifecycle?

Talk About What the Consumer Wants to Hear

Focus on the Customer

Content Strategy Will Save You from Being a Brian

What Is Content Marketing?

That Better Way Is Content Marketing

Conversations Facilitate the Sale

Moving Forward with New Understanding.

The Five Basic Questions Answered

Summary

References

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

# 1: Customer Personas

# 2: Audience Research

Customer Research

Interactive Data

Ethnographic Studies

# 3: Access to Your Content

Now You Have Tools

Case in Point-Nike

Chapter 2: Making the Case for Content

Understanding Business Objectives

Defining Business Objectives

Meeting the Achievement Threshold

Understanding Your Sales and Business Cycles

Different Types of Media

Analyzing the Current State of Affairs

Approaching the C-Suite

Understanding the C-Suite

What the C-Suite Cares About

How to Explain Content to the C-Suite

How to Convince Each Member of the C-Suite About Content

How to Explain Content Strategy and Customer Engagement (for B2B and B2C)

Content Cheat Sheet to Convince the C-Suite

Overriding the Objections

Rule 2: Involve Stakeholders Early and Often

Who Are Stakeholders?

Defining Stakeholders

Content Is a Shared Asset

Internal Versus External-Stakeholders Versus Your Audience

Internal Stakeholders

Build Personas of Your Internal Stakeholders

Prioritizing Stakeholders

What You Need from Stakeholders

Stakeholders as Information Sources

Understand Stakeholders as Part of the Publishing Lifecycle

Your Job Is to Gather the Facts

Uncovering Group Dynamics

Ownership: Setting Up a Roadmap for Stakeholders

Questions You Might Ask

Roadmap Step #1: Where Are We Now?

Roadmap Step #2-Where Are We Going?

Roadmap Step #3-How Will We Get There?

Follow-Through: Keeping the Stakeholders Involved.

Stakeholder Tasks for Content Editing and Development

Case Study: XONEX

Case Study: XONEX ( Holden, 2012)

Breathing New Life into an Old Sales Approach

Doing Research to Get Answers

Organizing the Content around Business Objectives

What Worked?

Continuing the Success

What's Next

Reference

Chapter 3: Constructing the Conversation

The Internet Is the Room of Requirement

Magic Content: Making Diamonds Out of Coal

Understanding Substance and Structure

Creating a Content Framework

The Content Framework

Content Is Where Information Lives and Thrives

The Three Parts of Content

Content Formats That Flex

Recognizable Formats Attract Attention

Content: Formats, Platforms, and Channels

Supporting the Sales and Buying Process Cycle

Understanding the Buying Process

The Law of Trust

Business Is about Relationships

Content Supports the Loop

Controlling the Content Experience

Understanding and Creating a Content Mix

Create the Content Mix

Types of Content

Rule 3: Keep It Iterative

Getting to Wear the Digital Crown-Iterate for Greatness

Content Iteration: The Key to Great

Digital Is Always a Moving Target as Technologies Change

Business Objectives Shift

Process Changes as Staff Changes

Understanding the Growth Mindset

Failure Is a Necessary Step to Success

What Is an Iterative Approach?

Content as a Product

Managing Content within the Organization: Setting Up the Roadmap

Don't Focus on Design Right Away (It Eats Up Too Much Time)

Captain Content (Ahoy!)

What Does a Great Iterative Process Look Like?

The Iteration Roadmap

Process Evaluation: "Is This Working?"

Review Past Projects on a Regular Basis

Evaluation Questions You Should Ask.

Incorporate Lessons Learned

Chapter 4: Publishing Content for Everywhere

Unlearn What You Have Learned

Content as a Concept

Attracting Surfers

Intersection of People, Process, and Technology

What Is Multichannel Publishing?

Making Your Content Accessible on Any Device

They Say How and When

Changing Patterns of Content Consumption

Pages Are Dead

Strip Content from Display

So If It's Not About Pages, Then What?

Where We Fix Your Problem

Defining Some Terms

Why Design Isn't Always the Answer

Adaptive Content to the Rescue

Reusable Content

Structured Content

How to Structure Your Content

Welcome to the World of Hip Hop

Content Modeling

Content Management Systems (CMS)

It Comes Down to People, Yet Again

The Challenge of Content Authoring

Content Authoring and Creativity

Usable CMS

A New Type of Content Consumption

Are You Planning for Content Properly?

Chapter 5: Engagement Strategies

The Medium (Channel) Is the Message

Deciding on the Right Channels to Distribute Content

Defining Channels

The Rise of Social Media, Digital Channels, and the Multi-Screen World

Think Engagement-Think Community

Identifying the Community and Its Channels

Find Your Audience on the Right Channels

Engaging the Community

Entertain and Be Relevant!

Keep the Conversation Going

Invite Them to Engage Further

What to Do If the Community Doesn't Commune?

How and When to Build a Community

It Isn't Social Media-It's Audience Engagement

The Mind-Shift to a Culture of Community

Figuring Out What to Measure

Showing the C-Suite that Content Is Worth It

Just to Reiterate …

Rule 4: Create Multidisciplinary Content Teams

Content: Information and the Process.

Things Have Changed

Value in Breaking Down Silos

What Do We Mean by Multidisciplinary?

Accessing Talent in the Organization

Why Multidisciplinary Teams?

Adapt to Changing Technologies

Break Down Silos

Crossing Organizational Barriers

Better Ideas

Find the Right People

Who to Look For

Managing Audience Engagement Teams

Manage in Smaller Teams for Cross Collaboration

Create Guidelines

Consider the Committee

Case Study: REI

Part 3: Effective Content Strategy: People, Process, and Technology

Chapter 6: Understand Your Customers

About Personas

The Answers You Need

What Is a Persona?

Personas Represent Your People

Why Use Personas?

How to Create Personas

Personas Workshop

Questions That Will Get You Started

Backing Personas Up with Data

What Should Our Personas Look Like?

Three Categories of Journey Maps

Seeker Maps

Decision Journey Maps

Interactive Scenarios

The Challenges of Using Personas in Large Organizations

Align Content Development with the Largest Persona Group

Chapter 7: Frame Your Content

Why Frame?

What Is "Framing Your Content"?

Identity Pillars

Brand Attributes

How Do We Define Our Brand?

Brand Attributes Versus Identity Pillars

Creating Identity Pillars

Example #1: Hospital Cure

Example #2: American Faucet Maker

Messaging Architecture

Creating a Messaging Architecture

Establishing Pillar Priority

The Interplay of Messaging and Branding

Voice and Tone

Defining Your Voice

Defining Your Tone

Gogo-Getting Voice and Tone Right

The Payoff of Framing

How Do We Express These Guidelines?

Where Should These Guidelines Live?

Who Owns the Content Framing?

How Often Should We Review Our Content Frames?

References.

Chapter 8: The Content Strategists' Toolkit.

Notes:

Description based on publisher supplied metadata and other sources.

Other Format:

Print version: Leibtag, Ahava The Digital Crown

ISBN:

9780124076570

OCLC:

861692285