戦略的コンテンツ・マーケティング：決定版ガイド The Definitive Guide to Strategic Content Marketing : Perspectives, Issues, Challenges and Solutions

Dzamic, Lazar/ Kirby, Justin

Kogan Page Ltd（2018/07発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 288 p.
• 言語 ENG
• 商品コード 9780749482220
• DDC分類 658.8

Full Description

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.

Contents

Chapter - 00: Introduction: mapping the Content marketing ­territory;

Section - PART ONE: Content marketing: a new and better promise?;

Chapter - 01: Why Content is seen as the solution to current marketing challenges;
Chapter - 02: Experience Economy: brand and customer experience as Content enablers;
Chapter - 03: How Content can help build sustainable brands with better purposes;

Section - PART TWO: How Content changes the way we all do business;

Chapter - 04: Creative agency perspective: how Content impacts creativity, process and revenue;
Chapter - 05: Media agency perspective: how Content impacts creativity, process and revenue;
Chapter - Online Chapter 01 Client perspective: how Content­impacts creativity, process and revenue
Chapter - Online Chapter 02 Publisher perspective: how Content impacts creativity, process and revenue

Section - PART THREE: Data, new formats and the role of Content in the consumer journey;

Chapter - 06: Content distribution and its role in the consumer journey;
Chapter - 07: Content and storytelling in the age of user data abundance;
Chapter - 08: The evolution of Content formats: from text to video to AR/VR to AI...;

Section - PART FOUR: How to measure and evaluate Content marketing;

Chapter - 09: Key measurement issues relating to Content marketing;

Section - PART FIVE: Content marketing: not such a new and better promise?;

Chapter - 10: The rejecter's manifesto: key arguments against the Content marketing 'mirage';
Chapter - 11: Content marketing and ethics: challenges, threats and balancing acts;
Chapter - 00: Conclusions;