Dan Farkas, Rebecca Geier

Strategic Content Marketing

Creating Effective Content in Practice

• Broschiertes Buch

Produktbeschreibung

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.

Produktdetails

• Verlag: Routledge / Taylor & Francis
• Seitenzahl: 288
• Erscheinungstermin: 8. Januar 2024
• Englisch
• Abmessung: 246mm x 174mm x 16mm
• Gewicht: 520g
• ISBN-13: 9781032438481
• ISBN-10: 1032438487
• Artikelnr.: 69114418

Autorenporträt

Rebecca Geier for over 30 years, Rebecca has worked with technical professionals to develop their brands and tell their company's stories to target audiences. She has worked in corporate marketing settings, founded and served as CEO of her own inbound and content B2B marketing agency, and has served as Chief Marketing Officer of two SaaS startups in the chemical and AI software industries. She has uniquely worked alongside engineers and scientists to develop specific, measurable content strategies and persuaded those who previously believed content marketing doesn't work for skeptical, technical audiences. Named by The Wall Street Journal editors among America's Most Innovative Entrepreneurs, Rebecca has dedicated her time to researching the modern, digital buying journey and published annual reports that are read by tens of thousands of B2B business leaders around the world. Based on her research and decades of practice, in 2016, she published her first book, Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences. She has served as the keynote speaker on the topic of inbound and content marketing globally, including serving for many years as a featured speaker at the premier annual event for content marketers, Content Marketing World. Dan Farkas is a Lecturer in Strategic Communication at Ohio State University, US. Dan has taught courses on research methods, strategy, content creation, crisis communication, analytics, and measurement. Dan also advises chapters of the Public Relations Student Society of America. In Dan's 12 years of advising, his chapters have earned national recognition including Chapter of the Year, Student-Run Firm of the Year, Pacesetter, and Star Chapter. For this mentorship, Dan is one of only 19 people to have earned the Walt Seifert Award for Outstanding Service to PRSA. A nationally sought keynote speaker on emerging marketing, Dan is also a business owner who helped clients receive media coverage from ESPN, the New York Times, the Washington Post, the BBC, NPR, and the Associated Press. Dan has earned more than 20 awards for his work in television news, which appeared on CNN, MSNBC, and SI.com. He currently hosts the Strategic Communicator podcast through the Marketing Podcast Network.

Inhaltsangabe

Foreword. Chapter 1: Content Marketing Myths. Section 1: Content Strategy. Chapter 2: New Product Development and Positioning and its Role in Content Marketing. Chapter 3: Buyer Personas and Their Role in Content Marketing. Chapter 4: Content Marketing Planning and Integrated Marketing. Chapter 5: Creating Persuasive Content. Section 2: Content Delivery. Chapter 6: Earned Media and Its Role in Content Marketing. Chapter 7: Digital Owned Media (Part 1). Chapter 8: Digital Owned Media (Part 2). Chapter 9: Product Collateral and its Role in Content Marketing. Chapter 10: Two Common B2B Content Marketing Types. Section 3: Content Marketing Measurement, The Role of AI, and Career Outlook. Chapter 12: The Future of Content Marketing.

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Foreword. Chapter 1: Content Marketing Myths. Section 1: Content Strategy.
Chapter 2: New Product Development and Positioning and its Role in Content
Marketing. Chapter 3: Buyer Personas and Their Role in Content Marketing.
Chapter 4: Content Marketing Planning and Integrated Marketing. Chapter 5:
Creating Persuasive Content. Section 2: Content Delivery. Chapter 6: Earned
Media and Its Role in Content Marketing. Chapter 7: Digital Owned Media
(Part 1). Chapter 8: Digital Owned Media (Part 2). Chapter 9: Product
Collateral and its Role in Content Marketing. Chapter 10: Two Common B2B
Content Marketing Types. Section 3: Content Marketing Measurement, The Role
of AI, and Career Outlook. Chapter 12: The Future of Content Marketing.

Rezensionen

What an incredible balance of education, definitions, frameworks, and industry updates combined with real-world examples and practical advice from years in the field. Put a seasoned, award-winning content marketing professional and an established leader in higher education, and you'll get a book students will absorb in class and keep post-graduation. Cathy McPhillips - Chief Growth Officer, Marketing Artificial Intelligence Institute





'With overly simplistic idioms like "content is king" and the rapid growth in generative AI technology, many think that content marketing is easy ("everyone's a marketer"). Quite the contrary, truly excellent content marketing requires strategic thinking, journalistic storytelling and, most importantly, a passion and curiosity to understand your customer and the challenges they face. With this first-ever content marketing textbook written by two authors with decades of experience in the trenches, instructors, students, and practitioners are now armed with an invaluable guide to plan and execute effective content marketing programs.' John Graff - Chief Marketing Officer and Lecturer, McCombs School of Business, The University of Texas at Austin

'Dan and Rebecca created a book that connects established theory with modern practice. Students who reviewed this book valued the ideas and said the content was unlike anything they had seen in their previous marketing and communication courses.' Craig Davis - Professor of Strategic Communication at Ohio University and former advertising agency executive





'I've known Dan for more than a decade and hired around a dozen of his former students. He has an uncanny ability to connect communication theory to real-world situations in a way that empowers students to apply what they learn and immediately jumpstart their careers.' Heather Whaling - Founder and President, Geben Communication