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.
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.
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