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Content - The Atomic Particle of Marketing
The Definitive Guide to Content Marketing Strategy
Rebecca Lieb, Jaimy Szymanski
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Content - The Atomic Particle of Marketing
The Definitive Guide to Content Marketing Strategy
Rebecca Lieb, Jaimy Szymanski
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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Table of contents
- Praise for Content ā The Atomic Particle of Marketing
- Content ā The Atomic Particle of Marketing
- Contents
- List of Figures
- List of Tables
- About the author
- Preface
- Acknowledgements
- 01 The shift to content marketing
- 02 Content marketing versus content strategy
- 03 Converged media
- 04 Native advertising
- 05 Organizing for content
- 06 A culture of content
- 07 Global content strategy
- 08 Real-time marketing
- 09 Content marketing software
- 10 Content marketing performance
- 11 Contextual campaigns
- Index
- Copyright Page