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The Definitive Guide to Strategic Content Marketing

Perspectives, Issues, Challenges and Solutions

By (author) Justin Kirby, Lazar Dzamic
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Jul 2018
Dimensions: w 156mm h 234mm d 20mm
Weight: 411g
ISBN-10: 0749482222
ISBN-13: 9780749482220
Barcode No: 9780749482220
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Synopsis
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.

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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." * 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 *