The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions

ISBN-13: 9780749482220 / Angielski / Miękka / 2018 / 288 str.

Justin Kirby; Lazar Dzamic

Opis

Marketers everywhere are talking about content, but not everyone is saying the same thing - views are widely split. Some professionals love content and believe it has revolutionalized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Content Marketing is the only resource available that brings together all these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is truly the only resource of its kind. The editors of The Definitive Guide to Content Marketing weave these different voices together to present a balanced view of content marketing, grouping the discussion around useful key subjects such as content monetisation, 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 and apply it to their own marketing initiatives.

Recenzje

"A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique." AJ Huisman and Bert van Loon, founders of the European Content Marketing Fast Forward platform

Spis treści

• • 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 Contentimpacts 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;

O autorze

Lazar Dzamic is the ex-Google ZOO Head of Brand Planning for North and Central Europe (NACE), creative strategist, writer and academic. He is an award-winning Planning Director in several integrated agencies, and lectures at the Faculty for Media & Communications at the Singidunum University in Belgrade. Justin Kirby is an academic, writer and speaker with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judges industry awards, and consults for brands and agencies.