Buch, Englisch, 358 Seiten, Format (B × H): 189 mm x 233 mm, Gewicht: 753 g
Winning at Content on the Web
Buch, Englisch, 358 Seiten, Format (B × H): 189 mm x 233 mm, Gewicht: 753 g
ISBN: 978-0-12-407674-7
Verlag: Elsevier Science
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.
Zielgruppe
<p>Executive and mid-level practitioners who are responsible for digital marketing, as well as UX professionals, practitioners, and designers. </p>
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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