Advertising Impact and Controlling in Content Marketing: Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

ISBN-13: 9783658405502 / Angielski / Miękka / 2023 / 255 str.

Thomas Hörner

Opis

Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? 

This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. 

With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.

Spis treści

Content marketing: classification and definitional approaches.- Content marketing and advertising impact: research, models, psychological background on attitudes and behavior.- Effective content marketing: topics, content, messages, formats.- Content marketing controlling: central terms and key figures, controlling framework.

O autorze

Thomas Hörner is a consultant, author, speaker and university lecturer for e-commerce and strategic online marketing. He has been professionally involved with these topics for over 25 years, has published several books on the subject since 2005, and has been teaching at the FOM Hochschule für Oekonomie & Management for more than 10 years. He combines well-founded background knowledge and experience from marketing and business management, business psychology as well as software and technology.

Blurb

Content marketing is now a firmly established discipline in online marketing. But how can it have a targeted effect if the products and company services are not even its communication content? What are the consequences for strategic content planning and valid content marketing controlling?

This book goes beyond the usual tips for implementing content marketing by asking what the fundamental effects of content marketing are. To this end, an advertising impact model for content marketing is presented. The author not only describes the psychological mechanisms behind this, but also derives very practical requirements and procedures for the successful, strategic design of content marketing. Based on the analyzed mechanisms of action, a comprehensive content marketing controlling framework is then presented.

This book provides content marketing managers, students and content producers with a theoretical foundation for the discipline of content marketing as well as numerous recommendations for successful practical work in the company.

The author
Thomas Hörner is a consultant, author, speaker and university lecturer specialized in e-commerce and strategic online marketing. He has been dealing with these topics professionally for over 25 years, has published several books on the subject since 2005, and has been teaching at the FOM Hochschule für Oekonomie & Management for more than ten years. He combines well-founded background knowledge and experience from marketing and business management, business psychology as well as software and technology.

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.