Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy

AvRebecca Lieb

Häftad, Engelska, 2017

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Beskrivning

DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017Content, 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 recognized 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.

Produktinformation

Utgivningsdatum:2017-06-03
Mått:156 x 234 x 13 mm
Vikt:340 g
Format:Häftad
Språk:Engelska
Antal sidor:240
Förlag:Kogan Page Ltd
ISBN:9780749479756
Utmärkelser:Short-listed for NYC Big Book Awards 2017 (United States)

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Mer om författaren

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York. Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.

Recensioner i media

"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book."

Innehållsförteckning

Section - 01: The shift to content marketing;Section - 02: Content marketing versus content strategy;Section - 03: Converged media;Section - 04: Native advertising;Section - 05: Organizing for content;Section - 06: A culture of content;Section - 07: Global content strategy;Section - 08: Real-time marketing;Section - 09: Content marketing software;Section - 10: Content marketing performance;Section - 11: Contextual campaigns;