The digital crown

The digital crown: winning at content on the web

by Leibtag, Ahava

Type Book
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This book covers the essentials of crafting great content for digital products: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. It includes case studies and experiences, enabling the reader to observe successful content engagements and to learn how to juggle the demands of IT, design, and content teams, while acquiring the tools needed to devise a roadmap for connecting and engaging with customers.

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Title Statements

  • Full title :The digital crown : winning at content on the web / Ahava Leibtag.

Summary

This book covers the essentials of crafting great content for digital products: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. It includes case studies and experiences, enabling the reader to observe successful content engagements and to learn how to juggle the demands of IT, design, and content teams, while acquiring the tools needed to devise a roadmap for connecting and engaging with customers.

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Edition Statements

  • Publication Date:2014.

Publication Statements

  • Publisher(s):Morgan Kaufmann
  • Place of Publication:Waltham, MA
  • Language:eng
  • Publication Date:2014.

The Physical Object

  • Description:1 online resource (xxvi, 332 pages) : : color illustrations

Edition Identifiers

  • ISBN:9780124076570, 0124076572
  • oclc:ocn879867035
  • LC Classification:HF5415.1265
  • Dewey Decimal:658.8/72

Table of Contents

1. Understanding branding, content strategy, and content marketing -- 2. Making the case for content -- 3. Constructing the conversation -- 4. Publishing content for everywhere -- 5. Engagement strategies -- 6. Understand your customers -- 7. Frame your content -- 8. The content strategists' toolkit -- 9. Content marketing sustains the conversation -- 10. The dream digital team -- 11. Talking about design.

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Subjects

branding Branding (Marketing) Internet marketing Marketing sur Internet Stratégie de marque

Writers

Leibtag, Ahava

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