Digital Relevance

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