The Digital Crown

Index

Note: Page numbers followed by f indicate figures, t indicate tables and b indicate boxes.

A

Adaptive content

conversation, 110

multi-channel publishing, 111

reusable content, 111

structured content, 111–112

Aggregated content, 84t

Analytics data, 213–214

Audience

conversation, 23

customers need, 24–25

digital strategy roadmap, 23

“Know Your Audience”, 24

people/customers, 23–24

tools

CNNMoney article, Nike, 30

customer, See Customers

B

Branding

amalgamation, 9–10

attributes vs. identity pillars, 181–182

brand communities, 11

consistency, 13–14

and content marketing, See Content marketing

and content strategy, See Content strategy

copywriter and photographer, 9

definition, 10, 12, 181

employees, 12–13

good brand management, 11

image and tagline, ...