The digital crown : winning at content on the web /

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"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,...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Leibtag, Ahava
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Amsterdam : Morgan Kauffmann is an imprint of Elsevier, 2013.
Temas:
Internet marketing.
Branding (Marketing)
Marketing sur Internet.
Strat�egie de marque.
branding.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Internet marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction: Why Content Matters
  • Part I: Content is a Conversation
  • Understanding Branding, Content Strategy, and Content Marketing
  • Rule 1
  • Start with Your Audience
  • Making the Case for Content
  • Rule 2
  • Involve Stakeholders Early and Often
  • Case Study: XONEX
  • Part II: Content Floats
  • Constructing the Conversation
  • Rule 3
  • Keep It Iterative
  • Publishing Content for Everywhere
  • Engagement Strategies
  • Rule 4
  • Create Multidisciplinary Content Teams
  • Case Study: REI
  • Part III: Effective Content Strategy: People, Process, and Technology
  • Understand Your Customers
  • Frame Your Content
  • The Content Strategists' Toolkit
  • Rule 5
  • Make Governance Central
  • Case Study: HipHopDX
  • Part IV: Creating Content: Talking and Listening
  • Content Marketing Sustains the Conversation
  • The Dream Digital Team
  • Rule 6
  • Workflow That Works
  • Talking About Design
  • Rule 7
  • Invest in Professionals and Trust Them
  • Case Study: Stefanie Diamond Photography.

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