Content - The Atomic Particle of Marketing
eBook - ePub

Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy

Rebecca Lieb, Jaimy Szymanski

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eBook - ePub

Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy

Rebecca Lieb, Jaimy Szymanski

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About This Book

DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017Content, 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 recognized 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.

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Information

Publisher
Kogan Page
Year
2017
ISBN
9780749479763
Edition
1
INDEX
Note: Page numbers in italics indicate a Figure or Table in the text.
Abercrombie & Fitch 198
Accenture 207
Adidas 109, 117
Adobe xiv, 125, 136, 142, 145, 147
advertising 39
decline of 2, 195
‘paid media’ 40
see also native advertising
Aha Media Group 17
Amazon 130, 20102, 208, 217
American Express (AMEX) 127, 163
OPEN Forum 32
analytics 1011
Apple 208
Association of National Advertisers 3
Avaya 4
Backer, Joshua 51
Beebe, David 8, 118
Bhow, Gunjan 194, 195, 207, 208
Blackshaw, Pete 99
Boff, Linda 5, 78
Bosch 119
Bough, B Bonin 94
Brain Traffic 18, 160
Brand Publis 114, 119
Brodeur, Mark 203, 206, 2122
Brown, Becky 8
Buzzfeed 62, 67
Caluori, Sabrina 139, 143
CDW 130
charity: water 89, 91, 94
Chien-Niclas, Sherri 113
Chin, Mi...

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