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Definitive Guide to Strategic Content Marketing, The: Perspectives, Issues, Challenges and Solutions
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DEFINITIVE GUIDE TO STRATEGIC CONTENT MARKETING, THE: PERSPECTIVES, ISSUES, CHALLENGES AND SOLUTIONS

PAPERBACK BY DZAMIC, LAZAR; KIRBY, JUSTIN

£18.99

ISBN
9780749482220
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
288 pages
PUBLICATION DATE
03 JUL 2018

DESCRIPTION

Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, featuring interviews with leading academics, industry experts, global thought leaders and influencers. The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, and agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture and more, this book is a truly unique resource. Online resources include bonus chapters. With a foreword written by Tom Goodwin, author of Digital Darwinism and EVP, Head of Innovation at Zenith USA, this book contains insight and contributions from a wealth of A-list industry professionals and influencers, including: Tim Lindsay, Bob Garfield, Bob Hoffman, Faris Yakob, Thomas Kolster, Rebecca Lieb, Tia Castagno, Scott Donaton, Rober Rose, David Berkowitz, Professors Mara Einstein, Mark Ritson and Douglas Rushkoff.

CONTENTS

    • Chapter - 00: Introduction: mapping the Content marketing territory;
  • Section - PART ONE: Content marketing: a new and better promise?;
    • Chapter - 01: Why Content is seen as the solution to current marketing challenges;
    • Chapter - 02: Experience Economy: brand and customer experience as Content enablers;
    • Chapter - 03: How Content can help build sustainable brands with better purposes;
  • Section - PART TWO: How Content changes the way we all do business;
    • Chapter - 04: Creative agency perspective: how Content impacts creativity, process and revenue;
    • Chapter - 05: Media agency perspective: how Content impacts creativity, process and revenue;
    • Chapter - Online Chapter 01 Client perspective: how Content impacts creativity, process and revenue
    • Chapter - Online Chapter 02 Publisher perspective: how Content impacts creativity, process and revenue
  • Section - PART THREE: Data, new formats and the role of Content in the consumer journey;
    • Chapter - 06: Content distribution and its role in the consumer journey;
    • Chapter - 07: Content and storytelling in the age of user data abundance;
    • Chapter - 08: The evolution of Content formats: from text to video to AR/VR to AI...;
  • Section - PART FOUR: How to measure and evaluate Content marketing;
    • Chapter - 09: Key measurement issues relating to Content marketing;
  • Section - PART FIVE: Content marketing: not such a new and better promise?;
    • Chapter - 10: The rejecter's manifesto: key arguments against the Content marketing `mirage';
    • Chapter - 11: Content marketing and ethics: challenges, threats and balancing acts;
    • Chapter - 00: Conclusions;