Digital Relevance: Developing Marketing Content and Strategies that Drive Results

Front Matter ....Pages i-xiii
 Introduction  (Ardath Albee)....Pages 1-3
Front Matter ....Pages 5-6
 Section 1 Relevance—The Frame for Engagement  (Ardath Albee)....Pages 7-12
 Irrelevance  (Ardath Albee)....Pages 13-17
 Shifting Relevance  (Ardath Albee)....Pages 19-23
 Social Relevance  (Ardath Albee)....Pages 25-32
 Radical Relevance  (Ardath Albee)....Pages 33-36
 Section 2 Positioning for Competitive Advantage  (Ardath Albee)....Pages 37-40
 Distinct Value Brings Differentiation  (Ardath Albee)....Pages 41-45
 Personas: Distinct Value in Application  (Ardath Albee)....Pages 47-55
 The Big-Picture Business Perspective  (Ardath Albee)....Pages 57-62
 Customer Experience Brings Competitive Advantage  (Ardath Albee)....Pages 63-68
 Section 3 The Need for a Continuum Approach  (Ardath Albee)....Pages 69-70
 A Continuum Fuels Real-Time Relevance  (Ardath Albee)....Pages 71-74
 Creating a Continuum Approach  (Ardath Albee)....Pages 75-81
 Moving from Campaign to Continuum  (Ardath Albee)....Pages 83-88
 Get More Value from Investments in Content  (Ardath Albee)....Pages 89-98
 Section 4 Storytelling—Make Your Customer the Hero  (Ardath Albee)....Pages 99-102
 Our Brains on Stories—Why Stories Work  (Ardath Albee)....Pages 103-107
 The Strategic Value of Storytelling  (Ardath Albee)....Pages 109-114
 Story Structure—8 Elements of Story Design  (Ardath Albee)....Pages 115-119
 Contextualization and Channel Integration  (Ardath Albee)....Pages 121-125
Front Matter ....Pages 127-128
 Section 5 Responsiveness—Your Ability to Sync Up  (Ardath Albee)....Pages 129-132
 The Reactive State  (Ardath Albee)....Pages 133-137
 The Proactive State  (Ardath Albee)....Pages 139-144
 The Perceptive State  (Ardath Albee)....Pages 145-149
 The Dynamic State  (Ardath Albee)....Pages 151-155
 Section 6 Contextual Connections—The Art of Getting Personal  (Ardath Albee)....Pages 157-158
 Engaging Diverse Audiences  (Ardath Albee)....Pages 159-165
 Establishing Digital Relevance Across Channels  (Ardath Albee)....Pages 167-170
 Goals—Merging Yours with Theirs  (Ardath Albee)....Pages 171-175
 Audience Overlays  (Ardath Albee)....Pages 177-180
 Marketing-to-Sales Relationship Architecture  (Ardath Albee)....Pages 181-186
 Social Advocacy  (Ardath Albee)....Pages 187-191
 Section 7 Proving Performance—Science, Not Fluff  (Ardath Albee)....Pages 193-195
 Data and Analytics for Business Results  (Ardath Albee)....Pages 197-202
 Relevance KPIs  (Ardath Albee)....Pages 203-209
 Moving the Needle—Lead Scoring and Progression  (Ardath Albee)....Pages 211-218
 Empowering Sales with Content  (Ardath Albee)....Pages 219-223
Back Matter ....Pages 225-240