Developing Marketing Content and Strategies that Drive Results
Pushing out content in the digital world is no longer enough… the content you create must have meaning and relevance for your intended audience. Unfortunately this is not always the case.
With complex sales cycles often extending into years, maintaining long-term relevance requires both strategic planning and dynamic adaptability. Digital Relevance provides the techniques and advice marketers need to match content to context and respond to constantly shifting markets.
Author Ardath Albee supplies the necessary tools for looking beyond the outdated campaign approach of one-off, unrelated buyer interactions. She outlines clear-cut strategies for developing customer-obsessed communications, identifying the distinct value that differentiates your company, and making the shift from one-off communications to a continuum approach.
You’ll also gain insights to ensure that data and metrics are used to relate programs to the achievement of business objectives. Through engaging case studies, Albee shows marketers how to create brand stories that build over time in order to ensure continued relevance, engagement, and progression toward buying.
Adapting to a continuum approach takes a shift in mindset and reinforcement to ensure it becomes a natural part of approaching marketing strategy. Digital Relevance provides practical solutions for organically integrating this important method into your content strategy. The ‘Relevance Maturity Matrix’ will help you understand the levels of transition and what it takes to move from one level to the next–as well as why it’s not prudent to rest on past achievements.
The reality of continuous change means that even if you reach mastery today, you’ll have to stay on your toes to keep it. That’s exactly what Digital Relevance prepares you to do.
“Indispensable! Digital Relevance is the new standard for digital marketers. It’s thorough, practical, and hype-free. Highly recommended!” —Jay Baer, New York Times best-selling author of Youtility
“Ardath Albee has a unique talent for blowing away the hype and hyperbole that plagues digital marketing. Digital Relevance is an important book because it’s a bright, clear call to specific action. It’s packed with authority and practical strategies and told with energy and attitude.” —Doug Kessler, Creative Director and Co-Founder, Velocity
“Ardath has, quite simply, done something extraordinary in this book. She has simultaneously illustrated the context of how a strategy based on creating relevant content provides competitive differentiation, while providing a step-by-step plan for how to get there. This book will, no doubt, be a well-worn companion for marketers.” —Robert Rose, Chief Strategy Officer, Content Marketing Institute
“Ardath has published the solution to the very real problem in marketing today: how can our content be better aligned with our business objectives? She titled it Digital Relevance. But she could’ve titled it Digital Marketing Reset.” —Ann Handley, Chief Content Officer, Marketing Profs and author of Everybody Writes
“With the availability of tons of information on the web, buyers now control relationships with companies they consider doing business with. Ardath shows you how to transform your marketing to appeal to buyers and how that will grow your business.” —David Meerman Scott, bestselling author of The New Rules of Marketing and PR
“Marketing is no longer thought of as arts and crafts in today’s digital landscape; we have to be analytic and results-driven if we want to impact our company’s bottom line. While content is the core of any inbound marketing strategy, it can also be the toughest to measure. Here, Albee shows us how to use content to build relationships with prospects and customers and produce real results—valuable lessons for marketers everywhere.” —Mike Volpe, Chief Marketing Officer, HubSpot
Yes, content marketing has taken off…but the majority of enterprises are failing at the practice. This is unacceptable. The good news? There is an answer. Digital Relevance is your handbook for understanding your customer’s journey and developing communication strategies that get and keep customers. Do yourself a favor…read it…then read it again, then pass it to your boss.” —Joe Pulizzi, Founder, Content Marketing Institute and author of Epic Content Marketing
“Without relevance, context, and the power to connect, content becomes an annoying obstacle in our customers’ buying paths. Albee’s book is an essential guide for all marketers who are tasked with creating content that gets results.” —Kristina Halvorson, Founder, Brain Traffic and author, Content Strategy for the Web
“ This book demonstrates how lack of strategy and customer orientation are putting a strain on marketers and on our ability to produce real business results. In order to achieve a connection with our future customers, we need to create content that delivers value and meaning in a targeted way. And Digital Relevance shows us the way.” —Michael Brenner, Head of Strategy, NewsCred
“There’s a revolution coming in the B2B marketing world and on the front line is the dynamic marketer. In Digital Relevance, Ardath Albee delivers her message of relevance, context and connection in one of the best books on content marketing I’ve ever read. Buy and know this book before your competition does.” —Lee Odden, CEO, TopRankMarketing.com and author of OptimizeBook.com
“Content marketing is no longer a game of numbers; it’s now a game of relevance. If there was a such thing as a Ph.D in content relevance, Ardath Albee would have just delivered the required reading.” —Jason Miller, Sr. Manager, Content and Social, LinkedIn Marketing Solutions
“Digital Relevance is a must-read for every marketer who believes content matters, and especially for those that don’t! Ardath provides an encompassing structure with many, detailed examples of how content should be considered, created, executed, and measured. This is a how-to book for every marketer wanting to understand both the tactics and the strategy of content marketing. But be warned: Ardath will challenge the way you think about content and campaigns!” —Debbie Qaqish, Chief Strategy Officer, The Pedowitz Group
Interviews and Podcasts with Ardath Albee
Interview with Erika Goldwater at Annuitas: Digital Relevance: An Interview with Ardath Albee
Ardath talks with Douglas Burdett about her new book, Digital Relevance, on The Marketing Book Podcast
Ardath talks about Digital Relevance with Michael Cunningham, Proof HQ – Listen to the Podcast
The B2B Marketing Podcast asks Ardath about Digital Relevance and the why and how of content marketing. Listen to the Podcast
Interview with Amanda Batista at the Modern Marketing Blog – Q&A with Ardath Albee: Driving Smart Marketing with Digital Relevance
Book Interview with Heidi Cohen: Digital Relevance