Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy
1. Auflage 2017
ISBN: 978-0-7494-7975-6
Verlag: Kogan Page

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 371 g

DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017 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 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.

Autoren/Hrsg.

Lieb, Rebecca

Weitere Mitwirkende

Szymanski, Jaimy

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

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;

Über Autor(innen)

Lieb, Rebecca
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-up 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.

Earlier, she was Altimeter Group's digital advertising and media analyst, and prior to that, she was vice president at Econsultancy. Rebecca Lieb was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She's a frequent public speaker on topics related to digital marketing, advertising, and media.

Szymanski, Jaimy
Jaimy Szymanski is a digital experience analyst focusing on how organisations adapt core digital strategies to serve the new 'connected customer.' She has developed multiple research artefacts on topics of digital transformation, consumer mobile, the 'autonomous world', the collaborative economy, CX design, social business strategy, and the Internet of Things. She has 10 years' experience advising companies of various sizes and industry, that are affected by emerging technologies.

Jaimy Szymanski has a background in research, analysis, marketing, and social media consulting. Her career is driven by a desire to further the evolution of companies adapting to digital disruption. When working with clients, she drives meaningful business results by helping them adapt core digital, social, and mobile strategies to new customer behaviours.

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.