The Digital Crown: Winning at Content on the Web (Paperback)

In 1997, Bill Gates famously said "Content is king." Since then, the digital marketing world has been scrambling to fulfill this promise, as we finally shift our focus to what consumers really want from our brands: a conversation.The Digital Crown walks you through the essentials of crafting great content: the fundamentals of branding, messaging, business goal alignment, and creating portable, mobile content that is future-ready. Systems create freedom, and within this book you'll learn the seven critical rules to align your internal and external content processes, including putting your audience first, involving stakeholders early and often, and creating multidisciplinary content teams.

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.

• Discover easy-to-follow, simple breakdowns of the major ideas behind engaging with your customer
• Learn both the theoretical and practical applications of content and communication on-line
• Maximize on the case studies and real-world examples, enabling you to find the best fit for your own business

1997年，比爾·蓋茨曾經著名地說過「內容就是王」。從那時起，數位行銷界一直在努力實現這個承諾，我們終於將焦點轉向消費者真正希望從我們的品牌中獲得的東西：一場對話。《數位王冠》將帶領您了解如何打造出優質內容的基本要素：品牌基礎、訊息傳達、業務目標對齊以及創建具有未來準備性的可攜式、行動內容。系統創造自由，在這本書中，您將學習到七個關鍵規則，以對齊內部和外部內容流程，包括以觀眾為先、早期和經常性地涉入利益相關者，以及創建多學科內容團隊。

本書包含了案例研究和全球內容項目的實際經驗，您將有機會觀察成功內容參與的內部運作。您將學習如何應對資訊科技、設計和內容團隊的需求，同時獲得所有實用工具，以制定連接並與客戶互動的路線圖。

這是您在創建和管理贏得觀眾並讓他們持續回流的內容旅程中的下一步。

- 發現與客戶互動背後的主要理念的易於理解、簡單分解
- 同時學習在線上內容和溝通的理論和實際應用
- 最大化案例研究和現實世界的例子，讓您找到最適合自己業務的方法