book

The Digital Crown

Name: The Digital Crown
Author: Ahava Leibtag
ISBN: 9780124076570

by Ahava Leibtag

September 2013

Intermediate to advanced

358 pages

9h 31m

English

Morgan Kaufmann

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Cover image
Title page
Table of Contents
Copyright
Dedication
Foreword
Introduction: Why Content Matters
Solving Your Content ProblemPart 1: Content as ConversationsPart 2: Content FloatsPart 3: Content Strategy: People and ProcessPart 4: Sustaining the ConversationYou Are Going to Be Great at This
PART I: CONTENT IS A CONVERSATION
Introduction
Changing Patterns of Content ConsumptionUnderstanding the Power of Digital ContentReference
Chapter 1. Understanding Branding, Content Strategy, and Content Marketing
AbstractThe Problem GrowsThe Challenge of the WebUnderstanding ContentThe Art of ConversationBranding: A Brand Is a PromiseBuild a Process: Content Strategy and Content Marketing Reinforce BrandingMoving Forward with New UnderstandingSummaryReferences

Rule 1. Start with Your Audience
AbstractWho IS on the Other End of the Line?Who Are These People?What Do Our Customers Want?Getting to Know Your Customers—The ToolsNow You Have ToolsSummaryReferences
Chapter 2. Making the Case for Content
AbstractUnderstanding Business ObjectivesDefining Business ObjectivesUnderstanding the C-SuiteOverriding the ObjectionsSummaryReferences
Rule 2. Involve Stakeholders Early and Often
AbstractWho Are Stakeholders?Ownership: Setting Up a Roadmap for StakeholdersSummaryReferences
Case Study: XONEX
Case Study: XONEX (Holden, 2012)References
PART II: CONTENT FLOATS
Introduction
Technology Mediates the ConversationContent Must FloatBuilding Great Content ProgramsReference
Chapter 3. Constructing the Conversation
AbstractThe Internet Is the Room of RequirementMagic Content: Making Diamonds Out of CoalCreating a Content FrameworkContent Is Where Information Lives and ThrivesContent: Formats, Platforms, and ChannelsSupporting the Sales and Buying Process CycleControlling the Content ExperienceTypes of ContentSummaryReferences
Rule 3. Keep It Iterative
AbstractGetting to Wear the Digital Crown—Iterate for GreatnessContent Iteration: The Key to GreatUnderstanding the Growth MindsetWhat Is an Iterative Approach?Managing Content within the Organization: Setting Up the RoadmapWhat Does a Great Iterative Process Look Like?The Iteration RoadmapSummaryReferences
Chapter 4. Publishing Content for Everywhere
AbstractUnlearn What You Have LearnedContent as a ConceptIntersection of People, Process, and TechnologyWhat Is Multichannel Publishing?A New Type of Content ConsumptionAre You Planning for Content Properly?SummaryReferences
Chapter 5. Engagement Strategies
AbstractThe Medium (Channel) Is the MessageDefining ChannelsThe Rise of Social Media, Digital Channels, and the Multi-Screen WorldThink Engagement—Think CommunityIdentifying the Community and Its ChannelsEngaging the CommunityWhat to Do If the Community Doesn’t Commune?How and When to Build a CommunitySummaryReferences
Rule 4. Create Multidisciplinary Content Teams
AbstractThings Have ChangedWhat Do We Mean by Multidisciplinary?Why Multidisciplinary Teams?Find the Right PeopleSummaryReferences
Case Study: REI
References
PART III: EFFECTIVE CONTENT STRATEGY: PEOPLE, PROCESS, AND TECHNOLOGY
Introduction
Reference
Chapter 6. Understand Your Customers
AbstractAbout PersonasThe Answers You NeedWhat Is a Persona?How to Create PersonasThree Categories of Journey MapsThe Challenges of Using Personas in Large OrganizationsAlign Content Development with the Largest Persona GroupSummaryReferences
Chapter 7. Frame Your Content
AbstractWhy Frame?What Is “Framing Your Content”?Identity PillarsMessaging ArchitectureVoice and ToneThe Payoff of FramingSummaryReferences
Chapter 8. The Content Strategists’ Toolkit
AbstractThinking Like a PublisherReady to ExecuteFocus on the Tools in the BoxFramework: People, Process, TechnologyContent Strategy: Tools You Can UsePlanCreatePublishDistributeAnalyzeGovernSummaryReferences
Rule 5. Make Governance Central
AbstractWhy Do We Need Systems?What Is Content Governance?Why Content Governance?Governance ToolsSetting Up a Content Governance ProgramPeople and Governance: Who Is in Charge?Training and MeasurementSummaryReferences
Case Study: HipHopDX
PART IV: CREATING CONTENT: TALKING AND LISTENING
Introduction
Content Marketing Attracts, Nurtures, and Converts CustomersReady to Transform?
Chapter 9. Content Marketing Sustains the Conversation
AbstractWhat Is Content Marketing?Content Marketing Solves Certain ProblemsContent Marketing to the RescueGet Buy-In for Content Marketing in Your OrganizationEstablish a Content Marketing ProgramMeasure and Publicize Your ResultsSummaryReferences
Chapter 10. The Dream Digital Team
AbstractThe Digital Strategy Talent You NeedMultidisciplinary Digital Strategy Teams Are BestPick the Right TalentSummaryReferences
Rule 6. Workflow That Works
AbstractWhat Is Workflow?Workflow ChallengesDifferent Types of Content TeamsWorkflow BasicsPutting the Right People in PlaceReference
Chapter 11. Talking About Design
AbstractThe Relationship of Content to DesignMarry Content and DesignThe Design ProcessContent Tools to the RescueSummaryReferences
Rule 7. Invest in Professionals and Trust Them
AbstractWhy Hire Consultants and Experts?Choosing the Right ConsultantSummaryReferences
Case Study: Stefanie Diamond Photography
Conclusion
Acknowledgments
Author Bio
Index

Content preview from The Digital Crown

Introduction

Consumers want to have a conversation with your organization. In traditional media, we used to start the conversation with our target audiences via billboards, ads, direct mail, and so on. In digital media, our target audiences start the conversation with us.

Technology Mediates the Conversation

Your digital properties, like websites, blogs, and social media channels, are “open” 24/7. Customers are interacting with your content around the globe at any hour of any day. Further complicating matters, the technology they use to access that content changes their experiences. Think about viewing a website on a laptop, or a blog on a mobile phone, or a Facebook page on a tablet. The conversation changes as the format and context shift. ...

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The Digital Crown

by Ahava Leibtag

Introduction

Technology Mediates the Conversation

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.