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.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
On message : precision communication for the digital age by Theo Theobald. ISBN 9780749464875. Published by Kogan Page in 2013. Publication and catalogue information, links to buy online and reader comments.
