Digital Relevance: Developing Marketing Content and Strategies that Drive Results

  • 3h 41m
  • Ardath Albee
  • Palgrave Macmillan Ltd
  • 2015

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.

About the Author

Ardath Albee is a speaker, storyteller, author, instructor and marketing strategist who has been selected as a Top 50 Marketing and Sales Influencer for the last three years. She speaks in person and online at industry conferences, for associations and for marketing-focused businesses more than 25 times each year.

Her first book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill in 2009 and remains relevant, continuing to sell well today - four years later - due to its forward, innovative focus.

In this Book

  • Digital Relevance—Developing Marketing Content and Strategies that Drive Results
  • Introduction
  • Relevance—The Frame for Engagement
  • Irrelevance
  • Shifting Relevance
  • Social Relevance
  • Radical Relevance
  • Positioning for Competitive Advantage
  • Distinct Value Brings Differentiation
  • Personas—Distinct Value in Application
  • The Big-Picture Business Perspective
  • Customer Experience Brings Competitive Advantage
  • The Need for a Continuum Approach
  • A Continuum Fuels Real-Time Relevance
  • Creating a Continuum Approach
  • Moving from Campaign to Continuum
  • Get More Value from Investments in Content
  • Storytelling—Make Your Customer the Hero
  • Our Brains on Stories—Why Stories Work
  • The Strategic Value of Storytelling
  • Story Structure—8 Elements of Story Design
  • Contextualization and Channel Integration
  • Responsiveness—Your Ability to Sync Up
  • The Reactive State
  • The Proactive State
  • The Perceptive State
  • The Dynamic State
  • Contextual Connections—The Art of Getting Personal
  • Engaging Diverse Audiences
  • Establishing Digital Relevance Across Channels
  • Goals—Merging Yours with Theirs
  • Audience Overlays
  • Marketing-to-Sales Relationship Architecture
  • Social Advocacy
  • Proving Performance—Science, Not Fluff
  • Data and Analytics for Business Results
  • Relevance KPIs
  • Moving the Needle—Lead Scoring and Progression
  • Empowering Sales with Content
  • Conclusion: Relevance—The Continuous Imperative
  • Notes