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The Digital Crown

Book Description

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.

  • Discover easy-to-follow, simple breakdowns of the major ideas behind engaging with your customer
  • Learn both the theoretical and practical applications of content and communication on-line
  • Maximize on the case studies and real-world examples, enabling you to find the best fit for your own business

Table of Contents

  1. Cover image
  2. Title page
  3. Table of Contents
  4. Copyright
  5. Dedication
  6. Foreword
  7. Introduction: Why Content Matters
    1. Solving Your Content Problem
    2. Part 1: Content as Conversations
    3. Part 2: Content Floats
    4. Part 3: Content Strategy: People and Process
    5. Part 4: Sustaining the Conversation
    6. You Are Going to Be Great at This
    1. Introduction
      1. Changing Patterns of Content Consumption
      2. Understanding the Power of Digital Content
      3. Reference
    2. Chapter 1. Understanding Branding, Content Strategy, and Content Marketing
      1. Abstract
      2. The Problem Grows
      3. The Challenge of the Web
      4. Understanding Content
      5. The Art of Conversation
      6. Branding: A Brand Is a Promise
      7. Build a Process: Content Strategy and Content Marketing Reinforce Branding
      8. Moving Forward with New Understanding
      9. Summary
      10. References
    3. Rule 1. Start with Your Audience
      1. Abstract
      2. Who IS on the Other End of the Line?
      3. Who Are These People?
      4. What Do Our Customers Want?
      5. Getting to Know Your Customers—The Tools
      6. Now You Have Tools
      7. Summary
      8. References
    4. Chapter 2. Making the Case for Content
      1. Abstract
      2. Understanding Business Objectives
      3. Defining Business Objectives
      4. Understanding the C-Suite
      5. Overriding the Objections
      6. Summary
      7. References
    5. Rule 2. Involve Stakeholders Early and Often
      1. Abstract
      2. Who Are Stakeholders?
      3. Ownership: Setting Up a Roadmap for Stakeholders
      4. Summary
      5. References
    6. Case Study: XONEX
      1. Case Study: XONEX (Holden, 2012)
      2. References
    1. Introduction
      1. Technology Mediates the Conversation
      2. Content Must Float
      3. Building Great Content Programs
      4. Reference
    2. Chapter 3. Constructing the Conversation
      1. Abstract
      2. The Internet Is the Room of Requirement
      3. Magic Content: Making Diamonds Out of Coal
      4. Creating a Content Framework
      5. Content Is Where Information Lives and Thrives
      6. Content: Formats, Platforms, and Channels
      7. Supporting the Sales and Buying Process Cycle
      8. Controlling the Content Experience
      9. Types of Content
      10. Summary
      11. References
    3. Rule 3. Keep It Iterative
      1. Abstract
      2. Getting to Wear the Digital Crown—Iterate for Greatness
      3. Content Iteration: The Key to Great
      4. Understanding the Growth Mindset
      5. What Is an Iterative Approach?
      6. Managing Content within the Organization: Setting Up the Roadmap
      7. What Does a Great Iterative Process Look Like?
      8. The Iteration Roadmap
      9. Summary
      10. References
    4. Chapter 4. Publishing Content for Everywhere
      1. Abstract
      2. Unlearn What You Have Learned
      3. Content as a Concept
      4. Intersection of People, Process, and Technology
      5. What Is Multichannel Publishing?
      6. A New Type of Content Consumption
      7. Are You Planning for Content Properly?
      8. Summary
      9. References
    5. Chapter 5. Engagement Strategies
      1. Abstract
      2. The Medium (Channel) Is the Message
      3. Defining Channels
      4. The Rise of Social Media, Digital Channels, and the Multi-Screen World
      5. Think Engagement—Think Community
      6. Identifying the Community and Its Channels
      7. Engaging the Community
      8. What to Do If the Community Doesn’t Commune?
      9. How and When to Build a Community
      10. Summary
      11. References
    6. Rule 4. Create Multidisciplinary Content Teams
      1. Abstract
      2. Things Have Changed
      3. What Do We Mean by Multidisciplinary?
      4. Why Multidisciplinary Teams?
      5. Find the Right People
      6. Summary
      7. References
    7. Case Study: REI
      1. References
    1. Introduction
      1. Reference
    2. Chapter 6. Understand Your Customers
      1. Abstract
      2. About Personas
      3. The Answers You Need
      4. What Is a Persona?
      5. How to Create Personas
      6. Three Categories of Journey Maps
      7. The Challenges of Using Personas in Large Organizations
      8. Align Content Development with the Largest Persona Group
      9. Summary
      10. References
    3. Chapter 7. Frame Your Content
      1. Abstract
      2. Why Frame?
      3. What Is “Framing Your Content”?
      4. Identity Pillars
      5. Messaging Architecture
      6. Voice and Tone
      7. The Payoff of Framing
      8. Summary
      9. References
    4. Chapter 8. The Content Strategists’ Toolkit
      1. Abstract
      2. Thinking Like a Publisher
      3. Ready to Execute
      4. Focus on the Tools in the Box
      5. Framework: People, Process, Technology
      6. Content Strategy: Tools You Can Use
      7. Plan
      8. Create
      9. Publish
      10. Distribute
      11. Analyze
      12. Govern
      13. Summary
      14. References
    5. Rule 5. Make Governance Central
      1. Abstract
      2. Why Do We Need Systems?
      3. What Is Content Governance?
      4. Why Content Governance?
      5. Governance Tools
      6. Setting Up a Content Governance Program
      7. People and Governance: Who Is in Charge?
      8. Training and Measurement
      9. Summary
      10. References
    6. Case Study: HipHopDX
    1. Introduction
      1. Content Marketing Attracts, Nurtures, and Converts Customers
      2. Ready to Transform?
    2. Chapter 9. Content Marketing Sustains the Conversation
      1. Abstract
      2. What Is Content Marketing?
      3. Content Marketing Solves Certain Problems
      4. Content Marketing to the Rescue
      5. Get Buy-In for Content Marketing in Your Organization
      6. Establish a Content Marketing Program
      7. Measure and Publicize Your Results
      8. Summary
      9. References
    3. Chapter 10. The Dream Digital Team
      1. Abstract
      2. The Digital Strategy Talent You Need
      3. Multidisciplinary Digital Strategy Teams Are Best
      4. Pick the Right Talent
      5. Summary
      6. References
    4. Rule 6. Workflow That Works
      1. Abstract
      2. What Is Workflow?
      3. Workflow Challenges
      4. Different Types of Content Teams
      5. Workflow Basics
      6. Putting the Right People in Place
      7. Reference
    5. Chapter 11. Talking About Design
      1. Abstract
      2. The Relationship of Content to Design
      3. Marry Content and Design
      4. The Design Process
      5. Content Tools to the Rescue
      6. Summary
      7. References
    6. Rule 7. Invest in Professionals and Trust Them
      1. Abstract
      2. Why Hire Consultants and Experts?
      3. Choosing the Right Consultant
      4. Summary
      5. References
    7. Case Study: Stefanie Diamond Photography
  12. Conclusion
  13. Acknowledgments
  14. Author Bio
  15. Index