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The digital crown : winning at content on the web

Author: Ahava Leibtag
Publisher: Amsterdam ; Boston : Morgan Kauffmann is an imprint of Elsevier, 2014.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"Whether you are a marketing executive, a small business owner, content professional, or the CTO of a Fortune 1,000 company, chances are you're freaked out by the demand for online content. Bill Gates famously said in 1996, "Content is King." Everyone keeps repeating that quote, but you have no idea what it really means, how to achieve content excellence, ascend the throne, and wear the crown. If you need to  Read more...
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Document Type: Book
All Authors / Contributors: Ahava Leibtag
ISBN: 9780124076747 0124076742
OCLC Number: 852763535
Notes: Machine generated contents note: 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.
Description: xxvi, 331 pages : color illustrations ; 24 cm
Contents: Understanding branding, content strategy, and content marketing --
Making the case for content --
Constructing the conversation --
Publishing content for everywhere --
Engagement strategies --
Understand your customers --
Frame your content --
The content strategists' toolkit --
Content marketing sustains the conversation --
The dream digital team --
Talking about design.
Responsibility: Ahava Leibtag.

Abstract:

In 1997, Bill Gates famously said "Content is king." This title walks you through the essentials of crafting great content: the fundamentals of branding, messaging, business goal alignment, and  Read more...

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"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 Read more...

 
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