Robert Rose, an internationally recognized expert on content marketing strategy based in Los Angeles, California, is Chief Strategy Advisor for the Content Marketing Institute (CMI) and CEO and Chief Strategy Officer for The Content Advisory. He has worked with top enterprises including McDonald's, SAP, NASA, Hilton, CVS Health, Whirlpool, Facebook, Allstate Insurance, Adidas, UPS and The Bill & Melinda Gates Foundation.

Inhaltsangabe

Chapter
00: Introduction
A New Old Story; Chapter
01: Content, Marketing, and Strategy
Maximizing Marketing's Potential; Chapter
02: The Three Pillars
Understanding the Fundamental Elements of a Successful Content Marketing Strategy; Chapter
03: Designing a Strategic Purpose
Assembling Teams, Charters, and Clear Responsibilities; Chapter
04: The Content Marketing Operating Model
Building a Governance Frame, Process, and Repeatable Approach; Chapter
05: Understanding Audiences
Engaging and Subscribing Audiences Is the Heart of Content Marketing; Chapter
06: The Product Management of Content
Creating Differentiating Content Marketing; Chapter
07: Finding Story
Structure Your Story Before You Create the Content; Chapter
08: Measurement By Design
Developing the Right Return On Your Investment; Chapter
09: Story Mapping
Writing the Road Map to Your Content Marketing Strategy; Chapter
10: Conclusion
Forecasting the Future of Content Marketing Strategy;

Inhaltsangabe