The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / Lazar Dzamic and Justin Kirby.
Material type:
TextPublisher: London : New York : Kogan Page Ltd, [2018]Edition: 1 EditionDescription: xxii, 266 pages : illustrations (black and white) ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749482220 (pbk.)Subject(s): Internet marketing | Marketing -- Social aspectsAdditional physical formats: Online version:: Definitive guide to strategic content marketingLOC classification: HF5415.1265 | .D93 2018| Item type | Current location | Call number | Status | Date due | Barcode |
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TUM Main Campus | HF 5415.1265.D93 2018 (Browse shelf) | Available | 005893 | |
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TUM Main Campus | HF5415.1265.D93 2018 (Browse shelf) | Available | 005894 | |
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TUM Main Campus | HF 5415.1265.O93 2018 (Browse shelf) | Available | 005892 |
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.