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The Digital Crown

Author: Ahava Leibtag
Publisher: Newnes
ISBN: 0124076572
Size: 52.86 MB
Format: PDF
View: 5216
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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

Content Strategy For The Web

Author: Kristina Halvorson
Publisher: New Riders
ISBN: 0132883244
Size: 55.20 MB
Format: PDF, ePub
View: 5956
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FROM CONSTANT CRISIS TO SUSTAINABLE SUCCESS BETTER CONTENT MEANS BETTER BUSINESS. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? For organizations all over the world, Content Strategy for the Web is the go-to content strategy handbook. Read it to: Understand content strategy and its business value Discover the processes and people behind a successful content strategy Make smarter, achievable decisions about what content to create and how Find out how to build a business case for content strategy With all-new chapters, updated material, case studies, and more, the second edition of Content Strategy for the Web is an essential guide for anyone who works with content.

Letting Go Of The Words

Author: Janice Redish
Publisher: Elsevier
ISBN: 0123859301
Size: 67.84 MB
Format: PDF
View: 3421
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"Learn how to have great conversations through your site or app. Meet your business goals while satisfying your site visitors' needs. Learn how to create useful and usable content from the master - Ginny Redish. Ginny's easy-to-read style will teach you how to plan, organize, write, design, and test your content"--

Content Strategy At Work

Author: Margot Bloomstein
Publisher: Elsevier
ISBN: 0123919290
Size: 34.31 MB
Format: PDF, Mobi
View: 790
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Content is king... and the new kingmaker... and your message needs to align with your model and metrics and other mumbo jumbo, right? Whether you’re slogging through theory or buzzwords, there’s no denying content strategy is coming of age. But what’s in it for you? And if you’re not a content strategist, why should you care? Because even if content strategy isn’t your job, content’s probably your problem—and probably more than you think. You or your business has a message you want to deliver, right? You can deliver that message through various channels and content types, from Tweets to testimonials and photo galleries galore, and your audience has just as many ways of engaging with it. So many ways, so much content... so where’s the problem? That is the problem. And you can measure it in time, creativity, money, lost opportunity, and the sobs you hear equally from creative directors, project managers, and search engine marketing specialists. The solution is content strategy, and this book offers real-world examples and approaches you can adopt, no matter your role on the team. Put content strategy to work for you by gathering this book into your little hands and gobbling up never-before seen case studies from teams at Johns Hopkins Medicine, MINI, Icebreaker, and more. Content Strategy at Work is a book for designers, information architects, copywriters, project managers, and anyone who works with visual or verbal content. It discusses how you can communicate and forge a plan that will enable you, your company, or your client get that message across and foster better user experiences. Presents a content strategy framework and ways to implement in both in-house marketing departments and consultancies Includes case studies, interviews, and lessons learned from retail, apparel, network television, business-to-business, automotive, non-profit, and higher ed brands Details practical sales techniques to sell content strategy and use content strategy processes to sell other services and larger projects

Comparing Media From Around The World

Author: Robert McKenzie
Publisher: Pearson College Division
ISBN:
Size: 31.94 MB
Format: PDF, ePub, Docs
View: 6819
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Featuring an innovative organization and in-depth research, Comparing Media from Around the World discusses how media systems are similar and different across the globe. This book discusses the fundamental elements of media systems and shows how they are used in eight sample countries. Unlike other books, it is organized according to media elements, with comparative discussions of all eight countries within each chapter. This helps readers make connections and comparisons between the countries and allows them to apply the concepts to other countries not discussed in the book. Comparing Media from Around the World also features exciting photographs from the sample countries showing not only the media but how they are experienced in context (for example, a newspaper stand in France and an internet cafe in Ghana).

Tv Writing On Demand

Author: Neil Landau
Publisher: Taylor & Francis
ISBN: 135178420X
Size: 68.59 MB
Format: PDF
View: 7620
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TV Writing On Demand: Creating Great Content in the Digital Era takes a deep dive into writing for today’s audiences, against the backdrop of a rapidly evolving TV ecosystem. Amazon, Hulu and Netflix were just the beginning. The proliferation of everything digital has led to an ever-expanding array of the most authentic and engaging programming that we’ve ever seen. No longer is there a distinction between broadcast, cable and streaming. It’s all content. Regardless of what new platforms and channels will emerge in the coming years, for creators and writers, the future of entertainment has never looked brighter. This book goes beyond an analysis of what makes great programming work. It is a master course in the creation of entertainment that does more than meet the standards of modern audiences—it challenges their expectations. Among other essentials, readers will discover how to: Satisfy the binge viewer: analysis of the new genres, trends and how to make smart initial decisions for strong, sustainable story. Plus, learn from the rebel who reinvented an entire format. Develop iconic characters: how to foster audience alignment and allegiance, from empathy and dialogue to throwing characters off their game, all through the lens of authenticity and relatability. Create a lasting, meaningful career in the evolving TV marketplace: how to overcome trips, traps and tropes, the pros and cons of I.P.; use the Show Bible as a sales tool and make the most of the plethora of new opportunities out there. A companion website offers additional content including script excerpts, show bible samples, interviews with television content creators, and more. Although the companion website is still under construction, you can reach out to John Makowski ([email protected]) in order to receive all online content.

Curation Nation How To Win In A World Where Consumers Are Creators

Author: Steven Rosenbaum
Publisher: McGraw Hill Professional
ISBN: 0071762337
Size: 52.80 MB
Format: PDF, ePub, Mobi
View: 6894
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Business Leaders Are Buzzing About Curation Nation “An indispensible guide to the brave new media world.” —Arianna Huffington, editor in chief, the Huffington Post “Gives me hope for the future of the Information Age. Rosenbaum argues for the growing importance of people—creative, smart, hip—who can spot trends, find patterns, and make meaning out of the flood of data that threatens to overwhelm us.” —Daniel H. Pink, New York Times bestselling author of Drive “A testament to the strategic mind of a genius and a road map for developing engaging consumer experiences by curating content around your brand.” —Bonin Bough, Global Director, Digital and Social Media, PepsiCo “Perfectly on-trend—an insightful guide to the future. So entertaining you won’t put it down.” —Chris Meyer, author of Blur “Read this book. Embrace curation, and you’ll be ready to ‘crush it’ with focus and passion in the noisy new world of massive data overload.” —Gary Vaynerchuk, New York Times bestselling author of Crush It “Provides a wealth of real-world examples of how businesses can use the Web to give their customers a valuable curated experience.” —Tony Hsieh, CEO, Zappos.com, and New York Times bestselling author of Delivering Happiness “Our best hope for sorting the good from the mediocre in our increasingly overwhelming media landscape.” —Clay Shirky, author of Cognitive Surplus and Here Comes Everybody About the Book: Let’s face it, we’re drowning in data. Our inboxes are flooded with spam, we have too many “friends” on Facebook, and our Twitter accounts have become downright unmanageable. Creating content is easy; finding what matters is hard. Fortunately, there is a new magic that makes the Web work. It’s called curation, and it enables people to sort through the digital excess and find what’s relevant. In Curation Nation, Steven Rosenbaum reveals why brands, publishers, and content entrepreneurs must embrace aggregation and curation to grow an existing business or launch a new one. In fact, he asserts that curation is the only way to be competitive in the future. Overwhelmed by too much content, people are hungry for an experience that both takes advantage of the Web’s breadth and depth and provides a measure of human sorting and filtering that search engines simply can’t achieve. In these shifting sands lies an extraordinary business opportunity: you can become a trusted source of value in an otherwise meaningless chaos of digital noise. In Curation Nation, Rosenbaum “curates the curators” by gathering together priceless insight and advice from the top thinkers in media, advertising, publishing, commerce, and Web technologies. This groundbreaking book levels the playing field, giving your business equal access to the content abundance presently driving consumer adoption of the Web. As the sheer volume of digital information in the world increases, the demand for quality and context becomes more urgent. Curation will soon be a part of your business and your digital world. Understand it now, join in early, and reap the many benefits Curation Nation has to offer. Learn more at CurationNation.org.

Rocket Surgery Made Easy

Author: Steve Krug
Publisher: New Riders
ISBN: 9780321702845
Size: 41.27 MB
Format: PDF, Kindle
View: 652
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It's been known for years that usability testing can dramatically improve products. But with a typical price tag of $5,000 to $10,000 for a usability consultant to conduct each round of tests, it rarely happens. In this how-to companion to Don't Make Me Think: A Common Sense Approach to Web Usability, Steve Krug spells out a streamlined approach to usability testing that anyone can easily apply to their own Web site, application, or other product. (As he said in Don't Make Me Think, "It's not rocket surgery".) Using practical advice, plenty of illustrations, and his trademark humor, Steve explains how to: Test any design, from a sketch on a napkin to a fully-functioning Web site or application Keep your focus on finding the most important problems (because no one has the time or resources to fix them all) Fix the problems that you find, using his "The least you can do" approach By paring the process of testing and fixing products down to its essentials ("A morning a month, that's all we ask"), Rocket Surgery makes it realistic for teams to test early and often, catching problems while it's still easy to fix them. Rocket Surgery Made Easy adds demonstration videos to the proven mix of clear writing, before-and-after examples, witty illustrations, and practical advice that made Don't Make Me Think so popular.

The Cult Of The Amateur

Author: Andrew Keen
Publisher: Crown Business
ISBN: 0385520816
Size: 28.81 MB
Format: PDF, Mobi
View: 1152
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A Silicon Valley insider offers a provocative look at the dark side of the new digital revolution, Web 2.0, and its detrimental influence on modern-day culture, society, and business, explaining the devastating repercussions of this cult of the amateur and offering concrete solutions for countering its impact on modern life. Reprint. 17,500 first printing.

The Apple Watch Book

Author: Scott McNulty
Publisher: Peachpit Press
ISBN: 0134177797
Size: 53.69 MB
Format: PDF, Kindle
View: 3987
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The Apple Watch is more than a timepiece and a fashion accessory. The watch is designed to be a very personal assistant, from paying for groceries or a coffee to keeping a detailed record of your daily physical activity. Author Scott McNulty has organized the book around events and activities, showing how to use the watch in various settings. The book starts off with an essential “Apple Watch 101” section that gets you up and running quickly. You learn the watch’s gestures and presses, how to use the digital crown, and how to change the band, for example. Scott then looks at how to use the watch in different settings. At work, how to set tasks and check email. After work, how to meet up with friends, find a place to eat, and get directions. At the gym, how to monitor your workout activities and monitor your heart rate. And you don’t have to be at the gym. Learn how to use the watch to track your daily physical activities, from how much you walk each time to gentle reminders to get up and move if you’ve been sitting too long. Organized around your life, this book will help you get the most from your Apple Watch. Readers will learn how to: * Set up the watch and pair it with their iPhone. * Manage messages, calls,notifications, and mail. * Make sketches and use as a walkie-talkie. * Monitor their workout activities and set and achieve goals. * Use Apple Pay. * Listen to music, using Maps, take photos, and more.