eBook The Digital Crown, 1st Edition

  • Published By:
  • ISBN-10: 0124076572
  • ISBN-13: 9780124076570
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 358 Pages | eBook
  • Original Copyright 2013 | Published/Released June 2014
  • This publication's content originally published in print form: 2013
  • Price:  Sign in for price



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.

Table of Contents

Front Cover.
Half Title Page.
Title Page.
Copyright Page.
Other Frontmatter.
Introduction: Why Content Matters.
1: Content is a Conversation.
2: Understanding Branding, Content Strategy, and Content Marketing.
3: Rule #1: Start with Your Audience.
4: Making the Case for Content.
5: Rule #2: Involve Stakeholders Early and Often.
6: Case Study: XONEX.
7: Content Floats.
8: Constructing the Conversation.
9: Rule #3: Keep It Iterative.
10: Publishing Content for Everywhere.
11: Engagement Strategies.
12: Rule #4: Create Multidisciplinary Content Teams.
13: Case Study: REI.
14: Effective Content Strategy: People, Process, and Technology.
15: Understand Your Customers.
16: Frame Your Content.
17: The Content Strategists’ Toolkit.
18: Rule #5: Make Governance Central.
19: Case Study: HipHopDX.
20: Creating Content: Talking and Listening.
21: Content Marketing Sustains the Conversation.
22: The Dream Digital Team.
23: Rule #6: Work Flow that Works.
24: Talking about Design.
25: Rule #7: Invest in Professionals and Trust Them.
26: Case Study: Stefanie Diamond Photography.
Author Bio.