Lazar Dzamic, Justin Kirby

The Definitive Guide to Strategic Content Marketing

Perspectives, Issues, Challenges and Solutions

• Broschiertes Buch

Produktbeschreibung

Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 8311
• Seitenzahl: 288
• Erscheinungstermin: 31. Juli 2018
• Englisch
• Abmessung: 233mm x 156mm x 20mm
• Gewicht: 440g
• ISBN-13: 9780749482220
• ISBN-10: 0749482222
• Artikelnr.: 48209398

Autorenporträt

Lazar Dzamic is the former Google ZOO Head of Brand Planning for North and Central Europe (NACE), a 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 a consultant, educator and thought leader 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 advises brands and agencies.

Inhaltsangabe

• • 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;

Rezensionen

"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