TY  - BOOK
AU  - Džamić,Lazar
AU  - Kirby,Justin
TI  - The definitive guide to strategic content marketing: perspectives, issues, challenges and solutions 
SN  - 9780749482220 (pbk.)
AV  - HF5415.1265 .D93 2018
PY  - 2018///]
CY  - London, New York
PB  - Kogan Page Ltd
KW  - Internet marketing
KW  - Marketing
KW  - Social aspects
N1  - Includes bibliographical references; Introduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands with better purposes -- How content changes the way we all do business -- Creative agency perspective : how content impacts creativity, process and revenue -- Media agency perspective : how content impacts creativity, process and revenue -- Creativity, media planning and the role of content in the consumer journey -- Content distribution and its role in the consumer journey -- Content and storytelling in the age of user data abundance -- The evolution of content formats : from text to video to AR/VR to AI -- How to measure and evaluate content marketing -- Key measurement issues relating to content marketing -- Content marketing : not such a new and better promise? -- The rejecter's manifesto : key arguments against the content marketing "mirage" -- Content marketing and ethics : challenges, threats and balancing acts -- Conclusions
ER  -