Autor: Rebecca Lieb
ISBN-13: 9780749479756
Einband: Taschenbuch
Seiten: 223
Format: 234x156x17 mm
Sprache: Englisch

Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy
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Empowers readers to make the best organizational, tool and process decisions necessary to get content up and running across departments and organizational silos
Chapter - 1: The shift to content marketing; Chapter - 2: Content marketing versus content strategy; Chapter - 3: Converged media; Chapter - 4: Native advertising; Chapter - 5: Organizing for content; Chapter - 6: A culture of content; Chapter - 7: Global content strategy; Chapter - 8: Real-time marketing; Chapter - 9: Content marketing software; Chapter - 10: Content marketing performance; Chapter - 11: Contextual campaigns;
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 recognised 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.
Autor: Rebecca Lieb
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.

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Autor: Rebecca Lieb
ISBN-13:: 9780749479756
ISBN: 0749479752
Erscheinungsjahr: 03.06.2017
Verlag: Kogan Page
Gewicht: 379g
Seiten: 223
Sprache: Englisch
Sonstiges: Taschenbuch, 234x156x17 mm