The digital crown : winning at content on the web / Ahava Leibtag.

"Whether you are a marketing executive, a small business owner, content professional, or the CTO of a Fortune 1,000 company, chances are you're freaked out by the demand for online content. Bill Gates famously said in 1996, "Content is King." Everyone keeps repeating that quote, but you have no idea what it really means, how to achieve content excellence, ascend the throne, and wear the crown. If you need to understand the hows, whys, whens and whos of creating great content for your audience to consume, then this book is for you. You may feel unequipped to create and deliver fabulous content experiences for a variety of reasons: not enough budget, not the right staff, not enough content, too much content. If you've noticed that focusing on video, or blogging, or search engine optimization (SEO), or social media, or the next hot digital thing, isn't getting you where you really want to go, then you're in the right place. Together, learning both the theory of content, as well as tactics and tools for content success, we will build a roadmap toward digital strategy victory"-- Provided by publisher

Includes bibliographical references and index.

Print version record.

Introduction: Why Content Matters -- Part I: Content is a Conversation -- Understanding Branding, Content Strategy, and Content Marketing -- Rule 1 -- Start with Your Audience -- Making the Case for Content -- Rule 2 -- Involve Stakeholders Early and Often -- Case Study: XONEX -- Part II: Content Floats -- Constructing the Conversation -- Rule 3 -- Keep It Iterative -- Publishing Content for Everywhere -- Engagement Strategies -- Rule 4 -- Create Multidisciplinary Content Teams -- Case Study: REI -- Part III: Effective Content Strategy: People, Process, and Technology -- Understand Your Customers -- Frame Your Content -- The Content Strategists' Toolkit -- Rule 5 -- Make Governance Central -- Case Study: HipHopDX -- Part IV: Creating Content: Talking and Listening -- Content Marketing Sustains the Conversation -- The Dream Digital Team -- Rule 6 -- Workflow That Works -- Talking About Design -- Rule 7 -- Invest in Professionals and Trust Them -- Case Study: Stefanie Diamond Photography.

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