Content Marketing Strategy: Harness the Power of Your Brand's Voice
- 3h 41m
- Robert Rose
- Kogan Page
- 2023
Do you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can.
An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not take approach it strategically. As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach.
Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success. The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing.
About the Author
Robert Rose, an internationally recognized expert on content marketing strategy based in Los Angeles, California, is Chief Strategy Advisor for the Content Marketing Institute (CMI) and CEO and Chief Strategy Officer for The Content Advisory. He has worked with top enterprises including McDonald's, SAP, NASA, Hilton, CVS Health, Whirlpool, Facebook, Allstate Insurance, Adidas, UPS and The Bill & Melinda Gates Foundation.
In this Book
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Foreword
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Introduction: A New Old Story—Relearning a New but Familiar Practice
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Content, Marketing, and Strategy—Maximizing Marketing’s Potential
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The Three Pillars—Understanding the Fundamental Elements of a Successful Content Marketing Strategy
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Designing a Strategic Purpose—Assembling Teams, Charters, and Clear Responsibilities
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The Content Marketing Operating Model—Building a Governance Frame, Process, and Repeatable Approach
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Understanding Audiences—Engaging and Subscribing Audiences Is the Heart of Content Marketing
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The Product Management of Content—Creating Differentiating Content Marketing
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Finding Story—Structure Your Story Before You Create the Content
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Measurement by Design—Developing the Right Return on Your Investment
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Story Mapping—Writing the Road Map to Your Content Marketing Strategy
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Conclusion—Forecasting the Future of Content Marketing Strategy
