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Digital relevance : developing marketing content and strategies that drive results

Author: Ardath Albee
Publisher: New York, NY : Palgrave Macmillan, 2015.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"Pushing out content in the digital world is no longer enough ... the content you create must have meaning and relevance for your intended audience. Unfortunately this is not always the case with most companies. With complex sales cycles often extending into years, maintaining long-term relevance requires both strategic planning and dynamic adaptability. Digital Relevance provides the techniques and advice marketers
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Genre/Form: Electronic books
Additional Physical Format: Electronic reproduction of (manifestation):
Albee, Ardath.
Digital relevance.
New York, NY : Palgrave Macmillan, 2015
(DLC) 2014027486
(OCoLC)886489078
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Ardath Albee
ISBN: 9781137452825 113745282X
OCLC Number: 945196456
Description: 1 online resource (ix, 240 pages)
Contents: The frame for engagement --
Irrelevance --
Shifting relevance --
Social relevance --
Radical relevance --
Positioning for competitive advantage --
Distinct value brings differentiation --
Personas : distinct value in application --
The big-picture business perspective --
Customer experience brings competitive advantage --
The need for a continuum approach --
A continuum fuels real-time relevance --
Creating a continuum approach --
Moving from campaign to continuum --
Get more value from investments in content --
Storytelling --
make your customer the hero --
Our brains on stories --
why stories work --
The strategic value of storytelling --
Story structure --
8 elements of story design --
Contextualization and channel integration --
Dynamic execution --
put strategy in play --
Responsiveness --
Your ability to sync up --
The reactive state --
The proactive state --
The perceptive state --
The dynamic state --
Contextual connections --
the art of getting personal --
Engaging diverse audiences --
Establishing digital relevance across channels --
Goals --
merging yours with theirs --
Audience overlays --
Marketing-to-sales relationship architecture --
Social advocacy --
Proving performance --
science, not fluff --
Data and analytics for business results --
Relevance KPIs --
Moving the Needle --
Lead Scoring and Progression --
Empowering sales with content --
Conclusion : relevance --
the continuous imperative.
Responsibility: Ardath Albee.
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Abstract:

Digital Relevance teaches readers the knowledge, strategies, and skills need to create content, instantly engage customers, and compel them to action by sharing ideas so seamlessly matched to each  Read more...

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"Indispensable! Digital Relevance is the new standard for digital marketers. It's thorough, practical, and hype-free. Highly recommended!" - Jay Baer, New York Times best-selling author of Read more...

 
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