On Message Precision Communication for the Digital Age /
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| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Kogan Page Limited,
2013.
|
| Edition: | 1st edition. |
| Subjects: | |
| Online Access: | Full text available from Career & Technical Education Database |
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Table of Contents:
- Acknowledgements
- Introduction
- The digital landscape
- How did we get here?
- This is new media
- Lessons from the past
- What are we up against?
- Guiding principles
- All about stickiness
- How to get stickier
- Thoughts about blogging
- Understanding customers
- Building a brand to deliver better messages
- Segmenting an audience
- Developing relevance via marketing and sales
- The nuts and bolts of better writing
- Gathering content
- Developing the message
- How to write better copy
- How to edit existing copy
- Advanced technique
- Crossing boundaries and going global
- Expanding creative horizons
- Storytelling
- Revision, consolidation and the way forward.