Digital Relevance: Developing Marketing Content and Strategies That Drive Results

ISBN-13: 9781137452801 / Angielski / Twarda / 2015 / 240 str.

Ardath Albee

Opis

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 audience's context that they can't help but take next steps toward purchase.

Recenzje

"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 Youtility

"Ardath Albee has a unique talent for blowing away the hype and hyperbole that plagues digital marketing. Digital Relevance is an important book because it's a bright, clear call to specific action. It's packed with authority and practical strategies and told with energy and attitude." - Doug Kessler, Creative Director and Co-Founder, Velocity

"Ardath has, quite simply, done something extraordinary in this book. She has simultaneously illustrated the context of how a strategy based on creating relevant content provides competitive differentiation, while providing a step-by-step plan for how to get there. This book will, no doubt, be a well-worn companion for marketers." - Robert Rose, Chief Strategy Officer, Content Marketing Institute

"With the availability of tons of information on the web, buyers now control relationships with companies they consider doing business with. Ardath shows you how to transform your marketing to appeal to buyers and how that will grow your business." - David Meerman Scott, bestselling author of The New Rules of Marketing and PR

"Marketing is no longer thought of as arts and crafts in today's digital landscape. We have to be analytic and results-driven if we want to impact our company's bottom line. While content is the core of any inbound marketing strategy, it can also be the toughest to measure. Albee walks us through how to use content to build relationships with prospects and customers and produce real results valuable lessons for marketers everywhere." - Mike Volpe, Chief Marketing Officer, HubSpot

"This book demonstrates how lack of strategy and customer orientation are putting a strain on marketers and on our ability to produce real business results. In order to achieve a connection with our future customers, we need to create content that delivers value and meaning in a targeted way. And Digital Relevance shows us the way." - Michael Brenner, Head of Strategy, NewsCred

Spis treści

Table of Contents Introduction PART I: STRATEGY - BUILDING THE FOUNDATION Section 1: Relevance The Frame for Engagement 1. Irrelevance 2. Shifting Relevance 3. Social Relevance 4. Radical Relevance Section 2: Positioning for Competitive Advantage 5. Distinct Value Brings Differentiation 6. Personas: Distinct Value in Application 7. The Big-Picture Business Perspective 8. Customer Experience Brings Competitive Advantage Section 3: The Need for a Continuum Approach 9. A Continuum Fuels Real-Time Relevance 10. Creating a Continuum Approach 11. Moving from Campaign to Continuum 12. Get More Value From Investments in Content Section 4: Storytelling: Make Your Customer the Hero 13. Our Brains on Stories Why Stories Work 14. The Strategic Value of Storytelling 15. Story Structure 8 Elements of Story Design 16. Contextualization and Channel Integration PART II: DYNAMIC EXECUTION - PUT STRATEGY IN PLAY Section 5: Responsiveness Your Ability to Sync Up 17. The Reactive State 18. The Proactive State 19. The Perceptive State 20. The Dynamic State Section 6: Contextual Connections: The Art of Getting Personal 21. Engaging Diverse Audiences 22. Establishing Relevance Across Channels 23. Goals Merging Yours with Theirs 24. Audience Overlays 25. Marketing-to-Sales Relationship Architecture 26. Social Advocacy Section 7: Proving Performance: Science, Not Fluff 27. Data and Analytics for Business Results 28. Relevance KPIs 29. Moving the Needle Lead Scoring and Progression 30. Empowering Sales with Content Conclusion Appendix About the Author Acknowledgements

O autorze

Ardath Albee is a B2B Marketing Strategist and CEO of her firm Marketing Interactions, Inc. She helps companies with complex sales turn prospects into buyers with digital marketing strategies and content platforms that show them what's possible, why to embrace change and how to gain value that drives business. Ardath also authored the book eMarketing Strategies for the Complex Sale, has been voted one of the 50 Most Influential People in Sales and Lead Management for the past three years, and was selected as a 2014 Woman to Watch in B2B Marketing by FierceCMO.