Digital relevance : developing marketing content and strategies that drive results / Ardath Albee.

Includes bibliographical references and index.

Machine generated contents note: -- 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.

"Relevance and context must be understood to serve as the foundation for dynamic marketing in real-time environments. With sales cycles for complex sales often extending into years, maintaining relevance over the longer term requires strategic planning that's continually refreshed to account for market shifts and other developments. What's relevant today may not even catch attention next week or next month. This is true for customer retention and the development of company advocates across the entire customer lifecycle, as well. Becoming strategic is a mindset that takes the big picture into account based on the impact marketing programs can make to business objectives. Radical relevance requires that marketers look beyond the campaign approach of one-off, unrelated interactions with buyers to a continuum approach that builds a story--positioning their companies as the perfect experts their buyers need"--Provided by publisher.