CURRENT BASKET VALUE
£0.00
ABOUT THIS BOOK
Content - The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy
£19.99

CONTENT - THE ATOMIC PARTICLE OF MARKETING: THE DEFINITIVE GUIDE TO CONTENT MARKETING STRATEGY

PAPERBACK BY LIEB, REBECCA

£19.99

ISBN
9780749479756
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
240 pages
PUBLICATION DATE
03 JUN 2017

DESCRIPTION

Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to owned media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.

CONTENTS

    • Chapter - 1: Content - The New Marketing Equation;
    • Chapter - 2: Content Marketing vs Content Strategy;
    • Chapter - 3: The Converged Media Imperative - The Role Content Plays in Paid, Owned and Earned Media;
    • Chapter - 4: Native Advertising;
    • Chapter - 5: Organizing for Content - Models to Incorporate Content Strategy & Content Marketing in the Enterprise;
    • Chapter - 6: A Culture of Content;
    • Chapter - 7: Global Content Strategy;
    • Chapter - 8: Real-Time Marketing - The Agility to Leverage `Now';
    • Chapter - 9: The Content Marketing Software Landscape;
    • Chapter - 10: Content Marketing Performance;
    • Chapter - 11: Connected Experiences - From Websites to Wearables to Wherever;