Machine generated contents note: Part 1: Content is a Conversation Chapter 1: Understanding Branding, Content Strategy and Content Marketing Rule 1: Start with Your AudienceChapter 2: Making the Case for Content Rule 2: Involve Stakeholders Early and Often Case Study: XONEX Part 2: Content Floats Chapter 3: Constructing the Conversation Rule 3: Keep it Iterative Chapter 4: Publishing Content for Everywhere Chapter 5: Engagement StrategiesRule 4: Create Multidisciplinary Content Teams Case Study: REI Part 3: Effective Content Strategy: People and Process Chapter 6: Understand your Customers Chapter 7: Frame Your Content Chapter 8: The Content Strategists' ToolboxRule 5: Make Governance Central Case Study: HIPHOPDX Part 4: Content Marketing: Now You Get To Talk Chapter 9: Content Marketing Sustains the Conversation Chapter 10: The Dream Content Team Rule 6: Workflow that Works Chapter 11: Talking about Design Rule 7: Invest in Professionals and Trust ThemCase Study: Stefanie Diamond Photography Conclusion.

Includes bibliographical references and index.

Understanding branding, content strategy, and content marketing -- Making the case for content -- Constructing the conversation -- Publishing content for everywhere -- Engagement strategies -- Understand your customers -- Frame your content -- The content strategists' toolkit -- Content marketing sustains the conversation -- The dream digital team -- Talking about design.

"Whether you are a marketing executive, a small business owner, content professional, or the CTO of a Fortune 1,000 company, chances are you're freaked out by the demand for online content. Bill Gates famously said in 1996, "Content is King." Everyone keeps repeating that quote, but you have no idea what it really means, how to achieve content excellence, ascend the throne, and wear the crown. If you need to understand the hows, whys, whens and whos of creating great content for your audience to consume, then this book is for you. You may feel unequipped to create and deliver fabulous content experiences for a variety of reasons: not enough budget, not the right staff, not enough content, too much content. If you've noticed that focusing on video, or blogging, or search engine optimization (SEO), or social media, or the next hot digital thing, isn't getting you where you really want to go, then you're in the right place. Together, learning both the theory of content, as well as tactics and tools for content success, we will build a roadmap toward digital strategy victory"-- Provided by publisher.