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The Digital Crown
Winning at Content on the Web
Your hands-on guide to creating winning online content for your brand!
Ahava Leibtag (Author)
9780124076747, Elsevier Science
Paperback, published 6 November 2013
358 pages
23.4 x 19 x 2.3 cm, 0.78 kg
"This is a sample chapter from Ahava Leibtag’s new book, The Digital Crown: Winning at Content on the Web. 2014 Morgan Kaufmann." --Uxmatters.com, August 2014 "…author Ahava Leibtag does a fantastic job on showing how to ensure that your web site has what it takes to get visitors to return, namely great content…The book is heavy on understanding requirements and has hundreds of questions that need to be asked before creating content. The book is well worth it for that content alone." --SlashDot online, January 2014 "After reading the book, the way you look at web sites will be entirely different…the book is about as good as anything could get on the topic…For firms that are serious about content and looking for an authoritative reference on how to build out their content and do it right, The Digital Crown: Winning at Content on the Web is certain to be an invaluable and necessary resource." --RSAConference.com, January 2014
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.
Part 1: Content is a Conversation 1: Understanding Branding, Content Strategy and Content MarketingRule 1: Start with Your AudienceChapter 2: Making the Case for ContentRule 2: Involve Stakeholders Early and OftenCase Study: XONEX Part 2: Content Floats3: Constructing the Conversation Rule 3: Keep it Iterative4: Publishing Content for Everywhere5: Engagement StrategiesRule 4: Create Multidisciplinary Content TeamsCase Study: REI Part 3: Effective Content Strategy: People and Process6: Understand your Customers7: Frame Your Content8: The Content Strategists' ToolboxRule 5: Make Governance CentralCase Study: HIPHOPDX Part 4: Content Marketing: Now You Get To Talk9: Content Marketing Sustains the Conversation10: The Dream Content TeamRule 6: Workflow that Works11: Talking about DesignRule 7: Invest in Professionals and Trust ThemCase Study: Stefanie Diamond Photography
Subject Areas: Human-computer interaction [UYZ], Web graphics & design [UGB], Sales & marketing [KJS]
