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Digital Relevance: Developing Marketing Content and Strategies that Drive Results 2015th Edition

4.7 out of 5 stars 15 customer reviews
ISBN-13: 978-1137452801
ISBN-10: 1137452803
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Editorial Reviews

Review

"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

"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. Albee walks us through 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

"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

About the Author

Ardath Albee is a speaker, storyteller, author, instructor and marketing strategist who has been selected as a Top 50 Marketing and Sales Influencer for the last three years. She speaks in person and online at industry conferences, for associations and for marketing-focused businesses more than 25 times each year.

Her first book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill in 2009 and remains relevant, continuing to sell well today - four years later - due to its forward, innovative focus.

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Product Details

  • Hardcover: 240 pages
  • Publisher: Palgrave Macmillan; 2015 edition (January 6, 2015)
  • Language: English
  • ISBN-10: 1137452803
  • ISBN-13: 978-1137452801
  • Product Dimensions: 1 x 6.5 x 9.5 inches
  • Shipping Weight: 13.9 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (15 customer reviews)
  • Amazon Best Sellers Rank: #346,313 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Jill Konrath on February 12, 2015
Format: Hardcover
I'm a tough judge. For years have I have watched marketers create "cool" campaigns and launch sexy new initiatives -- and seen zero results. You see, I come from the sales world. Business-to-business (B2B) sales, to be exact. And, all that branding stuff rarely translates into closed deals.

Fortunately, Ardath gets what needs to be done today. This book is an absolute bible for any B2B company who wants to drive more revenue with today's digitally savvy buyer. I'm talking about people like you and me who spend hours searching online for answers to our problems, ideas for improvement, insights into vendors and more.

Digital Relevance shows marketers what they need to do to capture and keep our attention. Ardath shows us how to:

- Clearly define the buyer's journey
- Gain essential insights into the key decision makers
- Leverage buyer personas to create relevant content
- Map the content to the buyer's journey
- Create enticing stories
- Integrate "context" into the planning process.

Using her continuum approach, marketers can build an entire platform of engaging content that helps prospects attain the knowledge and answer the questions they have at each stage of the buying process.

Because it's all customer-based, Digital Relevance is is exactly what's needed to achieve sales/marketing alignment. Your salespeople will be raving about marketing's initiatives. They'll also be able to use nearly all the content in their own prospecting and selling initiatives. It will raise their level of performance. Plus, Ardath's insight on story-telling is also crucial for sales organizations. Right now there's a major deficiency in this area and it's impacting revenue.

I've known Ardath for ten years now.
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Format: Hardcover Verified Purchase
Insightful, but dated and somewhat repetitive. Reading about disc drives and earth movers was a bit of a draw, however the premise is relevant given the dynamic changes that are occurring in today's marketplace.
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Format: Hardcover Verified Purchase
All the research tells us that strategy is essential to content marketing success. Yet many marketing organizations struggle to figure out strategies. In this book, Ardath Albee offers essential guidance for creating a content strategy, particularly for complex sales cycles. From creating personas to replace campaigns with continuous storytelling, the book is filled with expert advice that every marketer can learn from. Although the title refers to the relevance of content to prospects and customers, the strategies enclosed also help marketing organizations maintain their relevance in a fast-moving, complex sales environment.
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Format: Hardcover
"Digital Relevance" exhibits Ardath’s signature storytelling at its best—incredibly perceptive, pertinent and undeniably dynamic. It's a great read, deceptively simple in its narrative. As fans of Ardath know, beneath her hard-hitting, candid writing runs complex thinking and meaty real-world experience.By the end of the book, B2B marketers will be compelled to reframe the way they think about what they do and revamp the way they do it.

In a series of chapters, Ardath explains how to (1) build a strategic foundation for relevant content, (2) dynamically execute that strategy for lasting customer engagement, and (3) measure the business value of content programs. This material relies on a central premise of the book: B2B content will never be radically relevant without a relationship-building strategy. Further, lasting relationships aren't created with a campaign (time-bound) mindset. B2B marketers must craft a flexible, continuous narrative that's true to the brand and resonates with prospects and customers as they progress down the buyer's path.

Ardath also argues (convincingly) that relevance maturity is contingent on how responsive the marketing team is in its execution.For example, a relevance maturity level of “irrelevance” requires the lowest level of responsive execution (the “reactive state”). Conversely, the highest relevance maturity level (“radical relevance”) calls for the “dynamic state,” or highest marketing execution level.

What’s remarkable about this portion of the book is how Ardath uses day-in-the-life scenarios to illustrate a marketing team’s operation at different levels of responsiveness (and relevance).
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Digital Relevance is a brilliant book! I'm still reading it (about half way through), but am so struck by what I've read so far, that I was compelled to write a review. Ardath manages to distill, in a very pragmatic manner, the issues marketers face in effectively connecting with today's buyers. She provides outstanding models for reaching prospect and buyers in impactful ways, aligning with them through their journey of learning, buying, using.

Ardath was targeting marketing professionals with the book, but since her real focus is on timely, impactful, relevant communication and conversations with prospects and customers, sales professionals can get a lot of value out of Digital Relevance, as well. Her guidance around clarity of communication, focus on the customer--wording that is about them, for them, assuring the communication is relevant for the person, context, and timing of where they are in their journeys. All critical for sharp sales execution.

I'll be back with more, as I progress through the book, but this is thoughtfully written, provokes the reader to think differently about how to engage customers, and provides down to earth advice. Well done, well deserving of 5 stars, a must read for every marketing professional and many sales professionals.
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