The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions
- 5h 11m
- Justin Kirby, Lazar Dzamic
- Kogan Page
- 2018
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's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing.
The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, 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 to apply to their own marketing initiatives. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource.
About the Authors
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.
In this Book
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Foreword
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Chapter Summaries
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Introduction—Mapping the Content Marketing Territory
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Why Content is Seen as the Solution to Current Marketing Challenges
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Experience Economy—Brand and Customer Experience as Content Enablers
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How Content Can Help Build Sustainable Brands with Better Purposes
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Creative Agency Perspective—How Content Impacts Creativity, Process and Revenue
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Media Agency Perspective—How Content Impacts Creativity, Process and Revenue
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Content Distribution and its Role in the Consumer Journey
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Content and Storytelling in the Age of User Data Abundance
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The Evolution of Content Formats—From Text to Video to AR/VR to AI…
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Key Measurement Issues Relating to Content Marketing
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The Rejecter's Manifesto—Key Arguments Against the Content Marketing ‘Mirage’
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Content Marketing and Ethics—Challenges, Threats and Balancing Acts
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Conclusions
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