Strategic content marketing: creating effective content in practice
Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside inte...
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York, NY
Routledge, Taylor & Francis Group
2024
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand:- The definition, purpose, and practical implementation of a content marketing programme - The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives- The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing - How to create persuasive content and measure the effectiveness of content marketing - The careers, associated competencies, and software technologies in the burgeoning field of content marketing. This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations. In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions |
| Beschreibung: | xiv, 272 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032438498 9781032438481 |
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| 520 | |a Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand:- The definition, purpose, and practical implementation of a content marketing programme - The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives- The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing - How to create persuasive content and measure the effectiveness of content marketing - The careers, associated competencies, and software technologies in the burgeoning field of content marketing. This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations. In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions | ||
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Datensatz im Suchindex
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Contents Foreword by Joe Pulizzi: the Father of Content Marketing 1 xiii Content Marketing Myths 1 Myth 1: Traditional Marketing Strategies Work as Well Today as Yesterday 2 Myth 2: If Yiu Create It, They Will Click It 4 Myth 3: Content Marketing Isn’t My Job 5 Myth 4: Content Marketing Won’t Wirk on Technically Minded, Logical Audiences 6 Myth 5: Content Marketing Is aBuzzword 6 Myth 6: Anyone Can Do Content Marketing 7 Why You Need This Book 8 Why We Wrote This Book 9 SECTION 1 Content Strategy 2 New Product Development and Positioning and Its Role in Content Marketing Introduction 13 15 15 Company Strategies for New Products 16 The New Product Development Process 17 Stage 1: Identify Potential New Products and Conduct a Business Analysis 18 Stage 2: Product Development 18 Stage 3: Performance Evaluation and Testing 19 Stage 4: Product Launch 19 Managing the New Product Development Process 20 SWOT Analysis Product Positioning 22 23 The Four Ws of Positioning Products 24 The Four Ws Applied 26 Positioning: The Foundation for Efficient and Consistent Content Development 29
viii CONTENTS Conclusion 30 Interview with the Experts: Q 4 with Scott Rust, Senior Vice President of Global Product R D at National Instruments 3 30 Buyer Personas and Their Role in Content Marketing 35 Introduction to Buyer Personas 35 Two Types of Buyer Personas 36 Full-Authority Individual Buyer Persona 37 Personas on a Buying Committee 39 Characterizing Attributes 40 Characterizing Functional Attributes 40 Characterizing Emotive Attributes 40 Characterizing Behavioral Attributes 41 Characterizing Decision Process Attributes 41 42 Developing Buyer Personas Internal Buyer Persona Research 42 External Buyer Persona Research 42 Attribute Interview Approach 42 A Guided Interview Approach 45 Finding Your InnerJournalist 45 Buyer Persona Templates 46 Conclusion 48 Interview with the Experts: Q 4 with Adele Revella, Founder and CEO, Buyer Persona Institute 4 Content Marketing Planning and Integrated Marketing Communications Introduction to Integrated Marketing Communications 53 53 Buyer Purchase Process as a Framework for Marcom 56 Marketing Communications Planning 58 Developing the Marcom Plan Content Marketing Planning Developing the Content Marketing Plan 5 48 58 63 63 Content Mapping 67 Conclusion 70 Creating Persuasive Content 71 Introduction 71 Why Persuasive Stories Are Vital for Content Marketing 72 Message Theory’s Role in Effective Content Marketing 72 Ethos (Credibility) and Content Marketing 73 Pathos (Emotion) and Content Marketing 73 Logos (Logic) and Content Marketing 75 Building Digitally Sound, Ethically Responsible, and Inclusive Language 76
CONTENTS Positive Emphasis 76 Empathy Index 77 Inclusive Language 77 Putting It All Together with the Message Triangle 78 Three-Act Structurefor Content Marketers 78 Act 1: Ute Setup 79 Act 2: The Confrontation 79 Act 3: The Resolution 79 Merging Old Theory with Modern Practice 80 Simplified Storytelling Themes and Where to Find Them 83 How Do We Find News? 85 Putting This All Together 86 Conclusion 87 Interview with the Experts: Storytelling Q A with Robert Rose, Content Marketing Author and Chief Strategy Advisor at Content Marketing Institute 88 SECTION 2 93 Content Delivery 6 Earned Media and Its Role in Content Marketing 95 Introduction: Earned Media 95 The Content Cornerstone of Earned Media: The News Release 97 The Expanded Role of News Releases: Optimizing for Search and Social Sharing 103 Other Common Earned-Media Types 105 Contributed Articles 105 Thought Leadership Articles 110 Speaker and Awards Applications 111 Conclusion 116 Interview with the Experts: Q A with Veteran Trade Journalist, Aimee Kalnoskas, Editor of EEWorldOnline.com and contributing editor of DesignWorldOnline.com117 7 Owned Media (Part 1) - Websites, Blogs, and Branded Publications 120 Introduction 120 The New Media Channel: Owned Media 121 Hub of Owned Media: The Website 122 Home Page 123 About Page 126 Industry or Segment Page 127 The Company’s Online Journal: Нге Blog 133 Writing Blog Posts for Different Audiences 134 Blogging Timelines 139 Owned Media: Branded Digital Publications 139 Conclusion 144 ÎX
X CONTENTS 8 Owned Media (Part 2) — Podcasts, Videos, and Webinars and Their Role in Content Marketing 145 Introduction 145 Applying the AIDA Model to Multimedia 146 AIDA Stepsfor MultimediaContent Marketing 148 Attention 148 Interest and Desire 149 Action 149 Developing Multimedia Content: GettingStarted 149 Repurpose Existing Assets 150 Access Advocates and Experts 150 Build a Business Case 150 Developing Podcast Content 151 Podcast Formatting 151 156 Developing Video Content Ease Eye Pressure 156 Create Pace 157 Foreshadow Audio to See and Say 158 Have a Plan 158 Add Captions 159 161 Developing Webinar Content Title Slide 161 The Rundown 161 Goals 162 Speaker Introduction 163 Key Takeaways 163 Body Content 164 Questions and Answers 164 Call to Action 164 Conclusion 165 Interview with the Experts: Q A with Douglas Burdett, Host of The Marketing Book Podcast 166 Interview with the Experts: Q A with Lisa Arledge, President of Communications at Video Production Agency, MediaSource 9 Product Collateral and Its Role in Content Marketing 167 171 Introduction 171 Three Critical Elements of Product Collateral 172 Product Value Proposition 172 Product Description and Benefits 173 Product Features and Technical Specifications 174 Product Collateral Format: Product Web Page 175 Product Collateral Format: Product Brochure ISO Product Collateral Format: Product Flier 187 Conclusion 191
CONTENTS 10 Two Common B2B Content Marketing Types: White Papers and Case Studies 193 Introduction: B2B vs. B2C Content Marketing 193 White Papers 195 History and Purpose of White Papers Developing White Papers 195 196 Structural Elements 196 Three White Paper Types 197 Development Process and Roles Developing the Core Elements During a Project Kickoff Meeting 212 213 The Leadership Role of the CM 213 The Writing and Review Process 214 Marketing and Repurposing White Papers 215 An Introduction to Case Studies and Their Role in the Buyerfourney 216 Developing a Customer Case Study 217 Two Real-World Examples 219 Case Studies and Diversity 223 Conclusion 223 SECTION 3 Content Marketing Measurement, the Role of Al, and Career Outlook 11 Measurement and Evaluation in Content Marketing 227 Introduction 227 l-K/yj Not to Measure 228 Measuring Impact vs. Output 229 How to Approach Content Marketing Measurement 230 How Does a CM Evaluate Success? 232 Measuring Content Marketing 234 Top of Funnel (ToF) Content Metrics 234 Another Type of ToF Measurement: Search Engine Optimization 236 Middle of Funnel (MoF) Content Metrics 236 Bottom of Funnel (BoF) Content Metrics 237 Beyond the Funnel (BtF) Content Metrics 238 Conclusion 12 225 239 Interview with the Experts: Q A with fason Falls, Tangible CM Measurement 239 Interview with the Experts: Q A with Stu Opperman: Intangible CM Measurement 241 The Future of Content Marketing 245 Artificial Intelligence (AI) and Content Marketing 246 The Fastest Growing Application in History: ChatGPT 247 What the Future of CM May Hold With AI 248
xii CONTENTS Index Let’s Ask ChatGPT 250 Challenges of ChatGPTfor CM 252 Benefits of ChatGPTfor CM 252 Virtual Reality and Content Marketing 253 Career Outlook for Content Marketers 254 Expected Growth in Content Marketing 255 Content Marketing Salary Overview 255 Conclusion 256 Interview with the Experts: Paul Roetzer, Founder and CEO of Marketing AI Institute 257 260 |
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| spelling | Farkas, Dan Verfasser (DE-588)1326311921 aut Strategic content marketing creating effective content in practice Dan Farkas and Rebecca Geier London ; New York, NY Routledge, Taylor & Francis Group 2024 xiv, 272 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand:- The definition, purpose, and practical implementation of a content marketing programme - The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives- The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing - How to create persuasive content and measure the effectiveness of content marketing - The careers, associated competencies, and software technologies in the burgeoning field of content marketing. This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations. In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions bicssc / Economics bicssc / Advertising bisacsh / BUSINESS & ECONOMICS / Business Communication / General bisacsh / BUSINESS & ECONOMICS / Business Writing bisacsh / BUSINESS & ECONOMICS / Marketing / General bisacsh / BUSINESS & ECONOMICS / Industries / Media & Communications bisacsh / BUSINESS & ECONOMICS / E-Commerce / Digital Marketing Online-Marketing (DE-588)7706419-7 gnd rswk-swf Content Management (DE-588)4673954-3 gnd rswk-swf Content Management (DE-588)4673954-3 s Online-Marketing (DE-588)7706419-7 s DE-604 Geier, Rebecca Sonstige (DE-588)1326312227 oth Erscheint auch als Online-Ausgabe 978-1-003-36910-3 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034971288&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title_full | Strategic content marketing creating effective content in practice Dan Farkas and Rebecca Geier |
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| title_full_unstemmed | Strategic content marketing creating effective content in practice Dan Farkas and Rebecca Geier |
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