The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Chall

Description: The Definitive Guide to Strategic Content Marketing by Lazar Dzamic, Justin Kirby Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description 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. Author Biography 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. Table of Contents 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 revenueChapter - Online Chapter 02 Publisher perspective: how Content impacts creativity, process and revenueSection - 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 rejecters manifesto: key arguments against the Content marketing mirage;Chapter - 11: Content marketing and ethics: challenges, threats and balancing acts;Chapter - 00: Conclusions; Review "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 *"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." * Jessica Gioglio, digital and social business strategist and co-author of The Power of Visual Storytelling * Long Description Marketers everywhere are talking about content, but not everyone is saying the same thing - views are widely split. Some professionals love content and believe it has revolutionalized the practice of marketing. To others, its mere hype: a new name for what marketers have always done. The Definitive Guide to Content Marketing is the only resource available that brings together all these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is truly the only resource of its kind. The editors of The Definitive Guide to Content Marketing weave these different voices together to present a balanced view of content marketing, grouping the discussion around useful key subjects such as content monetisation, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion and apply it to their own marketing initiatives. Review Text "A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique." Review Quote "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." Promotional "Headline" Features contributions from leading academics, industry experts, thought leaders and influencers around the globe Feature * 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 Details ISBN0749482222 Publisher Kogan Page Ltd Year 2018 ISBN-10 0749482222 ISBN-13 9780749482220 Format Paperback Publication Date 2018-07-03 Imprint Kogan Page Ltd Subtitle Perspectives, Issues, Challenges and Solutions Place of Publication London Country of Publication United Kingdom Edited by Justin Kirby Author Justin Kirby Pages 288 Media Book DEWEY 658.8 Short Title The Definitive Guide to Strategic Content Marketing Language English UK Release Date 2018-07-03 AU Release Date 2018-07-03 NZ Release Date 2018-07-03 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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