The Definitive Guide to Strategic Content Marketing

Beschreibung

Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice.
Understand content marketing best practice from a new perspective with exclusive insight and contributions from leading academics, experts, global thought leaders and influencers in the industry on key topics, to create a truly unique resource - including a foreword by Tom Goodwin and bonus online chapters. Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it is mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, weaving together different voices to present a balanced view of the subject. Grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results, this book allows readers to cherry-pick the most useful aspects of each discussion according to their interests and apply it to their own marketing initiatives. With a foreword written by Tom Goodwin (author of Digital Darwinism and EVP, Head of Innovation at Zenith USA) and containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, plus agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture, this book is a truly unique resource. Insight and contributions from A-list industry professionals and influencers, include: Tim Lindsay, Bob Garfield, Bob Hoffman, Faris Yakob, Thomas Kolster, Rebecca Lieb, Tia Castagno, Scott Donaton, Rober Rose, David Berkowitz, Professors Mara Einstein, Mark Ritson and Douglas Rushkoff.
Features contributions from leading academics, industry experts, thought leaders and influencers around the globe
Presents a wealth of varying perspectives on content marketing grouped into key subject areas, allowing the reader to move through the book according to their interests and absorb the most useful aspects of each discussion
Includes coverage of core subjects including media publishing, text vs visuals vs gaming, the ethics of native advertising, content marketing measurement, content blockers, storytelling through data, and much more
Brings together numerous, and often opposing, perspectives to present a unified, definitive appraisal of content marketing as a whole
Online resources: Bonus chapters

Autor*in

Lazar Dzamic
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.

Themen in »The Definitive Guide to Strategic Content Marketing«

content marketing strategy content marketing measurement storytelling content monetisation native advertising

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"A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique."
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"Content - with a capital C - is going through an identity crisis. With so many definitions, applications and promises, this book cuts through the clutter to home in on what is truly important. Leave this book on your desk - I have a hunch that you will reach for it often."
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