Digital content marketing: creating value in practice
Gespeichert in:
| Weitere Verfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2024
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xv, 240 Seiten Illustrationen 24 cm |
| ISBN: | 9781032387376 9781032346793 1032346795 |
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Datensatz im Suchindex
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Contents List of contributors 1 introduction to Digital Content Marketing by Dr Agata Krowinska and Prof Christof Backhaus xi I The Prevalence of Digital Content 1 What is Content Marketing? 2 A Brief History of Content Marketing Practice 4 What are the Key Benefits of Content Marketing Practice? 5 Key Challenges of Content Marketing Practice 6 What This Book Offers 6 2 Content Marketing Planning, Execution, and Measurement by Dr Fan Lu 13 Content Marketing Planning 13 Situation Analysis and Content Audit 13 Objective Setting 15 Strategy 15 Customer Persona 16 Customer Journey 16 Creating A Customer Persona 17 Tactics 19 Content Planning / 9 Content Creation 20 Content Distribution 2 / Budget 23 Evaluation and Measurement 23 Interview with Stephan Naumann 25 3 Content Marketing Ideation: How to Generate and Manage Creative Concepts by Dr Jackie Cameron Introduction 31 31
vi Contents Ideation Defined: Developing Stories That Sell 32 Collective and Individual Marketing Ideation: Key Factors for Success 33 Creative Marketing Thought Generation Processes: Divergent Marketing Thought Model 34 Key Creativity Concepts, Theories That Underpin Ideation in Marketing 37 The Kano Model: How to Unearth the Best Marketing Angles in Your Content 39 Hygiene, Hub, and Hero Content 41 Hygiene Content 41 Hub Content 42 Hero Content 42 How Content Marketers Marry Marketing with Journalism 43 Deciding What Works to Attract, Engage Audiences: News Values 44 Website Content: Getting the Right Hooks 46 Deciding What Works to Attract, Engage Audiences: Digital Tools 47 Ideation: Identify What You Want to Achieve with Your Content 48 Marketing Ideation: The Starting Point - The Brief 48 Marketing Ideation: Personas, Pain Points, Need States, Positioning 49 Presenting Your Ideas 50 Content Calendars 51 How to Develop a Creative Habit - Reflective Diaries 52 Interview with Fabian Bosser 53 4 Value Creation Through Digital Content: Informative Value by Dr Agata Krowinska Informative Value 61 The Emergence of Informative Branded Content 62 Educational Email Newsletters 62 Branded Educational Videos 63 Podcasts and Interviews 64 Blogs and Branded Editorials 65 Infographics 66 End of Chapter Questions 66 Case Study - The Renault ZOE EV Campaign 66 Background and Challenge 66 Campaign Objectives 67 Overview of the Campaign 67 61
Contents vii The Results 68 Takeaways From This Campaign 68 5 Value Creation Through Digital Content: Entertainment Value by Dr Agata Krowinska and Dr Clidna Soraghan 71 Entertainment Value 71 Branded Entertainment 72 Branded TV Series on Streaming Platforms 73 Music Playlists 73 Branded Competitions 74 Humorous Branded Content 74 Branded Games 75 Digital Product Placements 76 The Role of Aesthetics in Content Marketing 77 End of Chapter Questions 78 Task I 79 6 Value Creation Through Digital Content: Social Value by Jasmiina Milne Social Value 82 Togetherness and Belongingness 83 Social Media 84 Benefits of Social Value to the Content Marketing Strategy 85 Social Value Content 86 Online Communities 87 Moment Marketing 88 Behind-the-Scenes Content 89 eWOM 89 Live Streaming 90 Games 91 Personalised Communications 92 Interactive Content 92 Mapping Social Value Content 92 Case Study - MAN Truck Bus 96 Background and Challenge 96 Campaign Objectives 96 Campaign Outline 96 Campaign Results 98 Takeaways From This Campaign 98 Suggested Tutorial Exercises 98 82
viii 7 Contents Value Creation Through Digital Content: User Co-creation Value by Dr Denitsa Dineva 105 User-Generated Content and Co-creation 105 Benefits of User Co-creation in Content Marketing 106 Prominent Forms of Digital Content Co-creation 107 How to Plan for User-Generated Content Campaigns 112 Considerations for User Co-created Content 115 Obtain Permission for Reusing UCC Content I16 Credit Content Creator 116 Soliciting UGC = Little Control Over the Message 116 Observe Safety Regulations and Legal Boundaries 116 Transparency With Paid UGC 116 Content Can Be Positive and Negative 116 Clear Expectations of Creators and Content 117 Case Study - McDonalds Big Mac Art Project J17 Background and Challenge 118 Campaign Objectives 118 Overview of the Campaign 118 The Results 119 Takeaways From This Campaign 119 8 Digital Content and Social Media Influencers by Dr Ashleigh Logan-McFarlane 121 Social Media Influencers (SMIs) 121 Social Media Influencers (SMIs) and the ‘Demotic Turn’ 122 SMI Domains 122 SMI Levels - Mega, Macro, Micro, and Nano 124 Scenario I /26 Scenario 2 /27 Scenario 3 127 Scenario 4 127 SMI Partnerships, Trust, and Authenticity 127 Parasocial Interaction and SMI 130 SMI Gendered and Exploitative Labour 132 SMIs and Inequalities 133 Virtual Influencers (VI) 133 Conclusion 135 9 Content Curation: Best Practices and Techniques by Dr Jackie Cameron Content Curation: Information Guide in a Digitally Networked Society 140 Stimulating Brand Engagement Through Content Curation 143 Theories of Consumer Behaviour in the Digital Domain 146 140
Contents ix Ethical and Lega) Content Curation 148 Edit, Comment, Distil Content Into New Formats 151 Content Curation Tools 152 Content Curation in the Content Marketing Plans 153 Key Takeaways 153 Interview with Raphael Fix 154 End of Chapter Tasks 156 Tutorial Task I 156 Task 2 157 Task 3 157 10 Content Marketing and Sponsorship by Lucas Petermeier, Benjamin Becker and Prof Christof Backhaus 159 Nature and Evolution of Sponsorship 159 Sponsorship and the Case for Content Marketing 160 Content-Based Sponsorship Leveraging: Key Principles 162 The Sponsorship Process 163 I. Target Definition 163 2. Analysis 163 3. Strategy 164 4. Concept and Creation 165 5. Contract Negotiation 166 6. Activation and Implementation 166 7. Measurement 167 Conclusions 167 End of Chapter Questions 168 Case Study - Volkswagen 168 Background 168 Campaign Objectives 169 Overview of the Campaign 169 The Results 170 Takeaways From This Campaign 171 11 The Dark Side of Content Marketing by Dr Elaine Mercer-Jones and Dr Kat Rezai Content Marketing Dystopia 173 Surveillance/Data Misuse and Privacy Issues 174 Self-Surveillance and Correction-Based Content 175 Young People and Lack of Digital Literacy 176 The Influence of Influencers 178 Self-Esteem Issues 181 Sustainability 181 Regulation 182 173
X Contents Social Media Literacy Education 182 Guiding Principles 183 Ethical Theory 184 An Eight-Step Framework Towards Ethical Content Marketing 185 Conclusions 187 End of Chapter Questions 187 12 Contemporary and Emerging Content Marketing Trends by Dr Simone Kurtzke 191 Metaverse and Virtual Content Marketing 191 The Metaverse as Virtual Worlds 192 Gaming-Based Virtual Worlds 193 Blockchain-Based Virtual Worlds 196 The Metaverse as Extended Reality (XR) 197 Artificial Intelligence in Content Marketing 199 Machine Learning versus Generative Al 200 Al Content Personalisation using Machine Learning 201 Al Content Creation using Generative Al 202 Al Content Creation in Practice 205 What is ChatGPT? 205 What is DALL-E 2? 205 The Role and Use of Prompts 206 Al Content Example: Blog Post 207 Al Content Example: Email 208 Al Content Example: Social Media 209 Ai Content Example: (mages 210 Al Content Creation Tools 214 Text and Writing 214 Images 215 Audio and Voice 216 Video 217 Ethical Implications of Al-Generated Content 218 Case Study - Skoda and Decentraland 222 Background 222 Campaign objectives 222 Overview of the campaign 222 Book Summary - 12 Guiding Principles of Content Marketing by Dr Agata Krowinska Index 228 231 |
| adam_txt |
Contents List of contributors 1 introduction to Digital Content Marketing by Dr Agata Krowinska and Prof Christof Backhaus xi I The Prevalence of Digital Content 1 What is Content Marketing? 2 A Brief History of Content Marketing Practice 4 What are the Key Benefits of Content Marketing Practice? 5 Key Challenges of Content Marketing Practice 6 What This Book Offers 6 2 Content Marketing Planning, Execution, and Measurement by Dr Fan Lu 13 Content Marketing Planning 13 Situation Analysis and Content Audit 13 Objective Setting 15 Strategy 15 Customer Persona 16 Customer Journey 16 Creating A Customer Persona 17 Tactics 19 Content Planning / 9 Content Creation 20 Content Distribution 2 / Budget 23 Evaluation and Measurement 23 Interview with Stephan Naumann 25 3 Content Marketing Ideation: How to Generate and Manage Creative Concepts by Dr Jackie Cameron Introduction 31 31
vi Contents Ideation Defined: Developing Stories That Sell 32 Collective and Individual Marketing Ideation: Key Factors for Success 33 Creative Marketing Thought Generation Processes: Divergent Marketing Thought Model 34 Key Creativity Concepts, Theories That Underpin Ideation in Marketing 37 The Kano Model: How to Unearth the Best Marketing Angles in Your Content 39 Hygiene, Hub, and Hero Content 41 Hygiene Content 41 Hub Content 42 Hero Content 42 How Content Marketers Marry Marketing with Journalism 43 Deciding What Works to Attract, Engage Audiences: News Values 44 Website Content: Getting the Right Hooks 46 Deciding What Works to Attract, Engage Audiences: Digital Tools 47 Ideation: Identify What You Want to Achieve with Your Content 48 Marketing Ideation: The Starting Point - The Brief 48 Marketing Ideation: Personas, Pain Points, Need States, Positioning 49 Presenting Your Ideas 50 Content Calendars 51 How to Develop a Creative Habit - Reflective Diaries 52 Interview with Fabian Bosser 53 4 Value Creation Through Digital Content: Informative Value by Dr Agata Krowinska Informative Value 61 The Emergence of Informative Branded Content 62 Educational Email Newsletters 62 Branded Educational Videos 63 Podcasts and Interviews 64 Blogs and Branded Editorials 65 Infographics 66 End of Chapter Questions 66 Case Study - The Renault ZOE EV Campaign 66 Background and Challenge 66 Campaign Objectives 67 Overview of the Campaign 67 61
Contents vii The Results 68 Takeaways From This Campaign 68 5 Value Creation Through Digital Content: Entertainment Value by Dr Agata Krowinska and Dr Clidna Soraghan 71 Entertainment Value 71 Branded Entertainment 72 Branded TV Series on Streaming Platforms 73 Music Playlists 73 Branded Competitions 74 Humorous Branded Content 74 Branded Games 75 Digital Product Placements 76 The Role of Aesthetics in Content Marketing 77 End of Chapter Questions 78 Task I 79 6 Value Creation Through Digital Content: Social Value by Jasmiina Milne Social Value 82 Togetherness and Belongingness 83 Social Media 84 Benefits of Social Value to the Content Marketing Strategy 85 Social Value Content 86 Online Communities 87 Moment Marketing 88 Behind-the-Scenes Content 89 eWOM 89 Live Streaming 90 Games 91 Personalised Communications 92 Interactive Content 92 Mapping Social Value Content 92 Case Study - MAN Truck Bus 96 Background and Challenge 96 Campaign Objectives 96 Campaign Outline 96 Campaign Results 98 Takeaways From This Campaign 98 Suggested Tutorial Exercises 98 82
viii 7 Contents Value Creation Through Digital Content: User Co-creation Value by Dr Denitsa Dineva 105 User-Generated Content and Co-creation 105 Benefits of User Co-creation in Content Marketing 106 Prominent Forms of Digital Content Co-creation 107 How to Plan for User-Generated Content Campaigns 112 Considerations for User Co-created Content 115 Obtain Permission for Reusing UCC Content I16 Credit Content Creator 116 Soliciting UGC = Little Control Over the Message 116 Observe Safety Regulations and Legal Boundaries 116 Transparency With Paid UGC 116 Content Can Be Positive and Negative 116 Clear Expectations of Creators and Content 117 Case Study - McDonalds Big Mac Art Project J17 Background and Challenge 118 Campaign Objectives 118 Overview of the Campaign 118 The Results 119 Takeaways From This Campaign 119 8 Digital Content and Social Media Influencers by Dr Ashleigh Logan-McFarlane 121 Social Media Influencers (SMIs) 121 Social Media Influencers (SMIs) and the ‘Demotic Turn’ 122 SMI Domains 122 SMI Levels - Mega, Macro, Micro, and Nano 124 Scenario I /26 Scenario 2 /27 Scenario 3 127 Scenario 4 127 SMI Partnerships, Trust, and Authenticity 127 Parasocial Interaction and SMI 130 SMI Gendered and Exploitative Labour 132 SMIs and Inequalities 133 Virtual Influencers (VI) 133 Conclusion 135 9 Content Curation: Best Practices and Techniques by Dr Jackie Cameron Content Curation: Information Guide in a Digitally Networked Society 140 Stimulating Brand Engagement Through Content Curation 143 Theories of Consumer Behaviour in the Digital Domain 146 140
Contents ix Ethical and Lega) Content Curation 148 Edit, Comment, Distil Content Into New Formats 151 Content Curation Tools 152 Content Curation in the Content Marketing Plans 153 Key Takeaways 153 Interview with Raphael Fix 154 End of Chapter Tasks 156 Tutorial Task I 156 Task 2 157 Task 3 157 10 Content Marketing and Sponsorship by Lucas Petermeier, Benjamin Becker and Prof Christof Backhaus 159 Nature and Evolution of Sponsorship 159 Sponsorship and the Case for Content Marketing 160 Content-Based Sponsorship Leveraging: Key Principles 162 The Sponsorship Process 163 I. Target Definition 163 2. Analysis 163 3. Strategy 164 4. Concept and Creation 165 5. Contract Negotiation 166 6. Activation and Implementation 166 7. Measurement 167 Conclusions 167 End of Chapter Questions 168 Case Study - Volkswagen 168 Background 168 Campaign Objectives 169 Overview of the Campaign 169 The Results 170 Takeaways From This Campaign 171 11 The Dark Side of Content Marketing by Dr Elaine Mercer-Jones and Dr Kat Rezai Content Marketing Dystopia 173 Surveillance/Data Misuse and Privacy Issues 174 Self-Surveillance and Correction-Based Content 175 Young People and Lack of Digital Literacy 176 The Influence of Influencers 178 Self-Esteem Issues 181 Sustainability 181 Regulation 182 173
X Contents Social Media Literacy Education 182 Guiding Principles 183 Ethical Theory 184 An Eight-Step Framework Towards Ethical Content Marketing 185 Conclusions 187 End of Chapter Questions 187 12 Contemporary and Emerging Content Marketing Trends by Dr Simone Kurtzke 191 Metaverse and Virtual Content Marketing 191 The Metaverse as Virtual Worlds 192 Gaming-Based Virtual Worlds 193 Blockchain-Based Virtual Worlds 196 The Metaverse as Extended Reality (XR) 197 Artificial Intelligence in Content Marketing 199 Machine Learning versus Generative Al 200 Al Content Personalisation using Machine Learning 201 Al Content Creation using Generative Al 202 Al Content Creation in Practice 205 What is ChatGPT? 205 What is DALL-E 2? 205 The Role and Use of Prompts 206 Al Content Example: Blog Post 207 Al Content Example: Email 208 Al Content Example: Social Media 209 Ai Content Example: (mages 210 Al Content Creation Tools 214 Text and Writing 214 Images 215 Audio and Voice 216 Video 217 Ethical Implications of Al-Generated Content 218 Case Study - Skoda and Decentraland 222 Background 222 Campaign objectives 222 Overview of the campaign 222 Book Summary - 12 Guiding Principles of Content Marketing by Dr Agata Krowinska Index 228 231 |
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| publisher | Routledge, Taylor & Francis Group |
| record_format | marc |
| spelling | Digital content marketing creating value in practice edited by Agata Krowinska, Christof Backhaus, Benjamin Becker, and Fabian Bosser London ; New York Routledge, Taylor & Francis Group 2024 xv, 240 Seiten Illustrationen 24 cm txt rdacontent n rdamedia nc rdacarrier Online-Marketing (DE-588)7706419-7 gnd rswk-swf Content Management (DE-588)4673954-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Wertorientiertes Management (DE-588)4776793-5 gnd rswk-swf Marketingkonzept (DE-588)4120696-4 gnd rswk-swf Internet marketing Strategic planning Value added Marketing sur Internet Planification stratégique Valeur ajoutée (DE-588)4143413-4 Aufsatzsammlung gnd-content Content Management (DE-588)4673954-3 s Online-Marketing (DE-588)7706419-7 s Markenpolitik (DE-588)4144679-3 s Marketingkonzept (DE-588)4120696-4 s Wertorientiertes Management (DE-588)4776793-5 s b DE-604 Krowinska, Agata (DE-588)131683753X edt Backhaus, Christof 1976- (DE-588)13965156X edt Becker, Benjamin (DE-588)142925497 edt Bosser, Fabian (DE-588)1318833957 edt Erscheint auch als Online-Ausgabe 978-1-003-34650-0 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034805961&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Digital content marketing creating value in practice Online-Marketing (DE-588)7706419-7 gnd Content Management (DE-588)4673954-3 gnd Markenpolitik (DE-588)4144679-3 gnd Wertorientiertes Management (DE-588)4776793-5 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| subject_GND | (DE-588)7706419-7 (DE-588)4673954-3 (DE-588)4144679-3 (DE-588)4776793-5 (DE-588)4120696-4 (DE-588)4143413-4 |
| title | Digital content marketing creating value in practice |
| title_auth | Digital content marketing creating value in practice |
| title_exact_search | Digital content marketing creating value in practice |
| title_exact_search_txtP | Digital content marketing creating value in practice |
| title_full | Digital content marketing creating value in practice edited by Agata Krowinska, Christof Backhaus, Benjamin Becker, and Fabian Bosser |
| title_fullStr | Digital content marketing creating value in practice edited by Agata Krowinska, Christof Backhaus, Benjamin Becker, and Fabian Bosser |
| title_full_unstemmed | Digital content marketing creating value in practice edited by Agata Krowinska, Christof Backhaus, Benjamin Becker, and Fabian Bosser |
| title_short | Digital content marketing |
| title_sort | digital content marketing creating value in practice |
| title_sub | creating value in practice |
| topic | Online-Marketing (DE-588)7706419-7 gnd Content Management (DE-588)4673954-3 gnd Markenpolitik (DE-588)4144679-3 gnd Wertorientiertes Management (DE-588)4776793-5 gnd Marketingkonzept (DE-588)4120696-4 gnd |
| topic_facet | Online-Marketing Content Management Markenpolitik Wertorientiertes Management Marketingkonzept Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034805961&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT krowinskaagata digitalcontentmarketingcreatingvalueinpractice AT backhauschristof digitalcontentmarketingcreatingvalueinpractice AT beckerbenjamin digitalcontentmarketingcreatingvalueinpractice AT bosserfabian digitalcontentmarketingcreatingvalueinpractice |