- Features contributions from leading academics, industry experts, thought leaders and influencers around the globe
- Presents a wealth of varying perspectives on content marketing grouped into key subject areas, allowing the reader to move through the book according to their interests and absorb the most useful aspects of each discussion
- Includes coverage of core subjects including media publishing, text vs visuals vs gaming, the ethics of native advertising, content marketing measurement, content blockers, storytelling through data, and much more
- Brings together numerous, and often opposing, perspectives to present a unified, definitive appraisal of content marketing as a whole
- Online resources: Bonus chapters
The Definitive Guide to Strategic Content Marketing
Perspectives, Issues, Challenges and Solutions
Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice.
Key features at a glance
EAN: 9780749482220
Edition: 1
Published:
Format: 235x157
288 pages
About the book
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.
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.
A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique.
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