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 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.

Sommario

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.

Info autore

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.

Riassunto

Strategic Content Marketing offers a comprehensive guide to plan, create, implement and analyse an effective content marketing strategy in practice.

Relazione

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
'As a marketing educator, finding good material for capstone courses or senior-level electives that address contemporaneous strategic issues with the appropriate depth is daunting. This book is a heaven-sent. What Farkas and Geier achieve with their recently published book is amazing: 1) they canvas and review the relevant literature (both discipline-specific and interdisciplinary) in the area of content marketing; 2) they sprinkled each chapter with up-to-date examples of applications in a wide variety of marketplaces (B2C, B2B, etc); and 3) they endow their discussions with the lenses of their extensive industry experience. I can positively say that my students are better prepared for the demands of managerial and executive marketing and branding positions out there because of Farkas & Geier. If you're looking for a comprehensive coverage of the strategic ways you can use content marketing to drive deeper and more engaging bonds with your customers, make sure you get this book!' Mario Gonzales - Associate Professor Of Marketing at Trinity University (USA)
'The book "Strategic Content Marketing" by Rebecca Geier and Dan Farkas is a fantastic resource for anyone looking to understand the evolving world of marketing. It covers several key aspects of content marketing such as definition and implementation of content marketing programs, relationship between content marketing and broader marketing strategies, among others. As someone who received mentoring from Rebecca Geier on my project on studying challenges faced in marketing GenAI, I found it incredibly valuable for my research. The book brilliantly explores how AI is transforming content marketing through personalization, predictive analytics, and emerging trends like voice and visual search. Highly recommend it to marketers looking to stay ahead of the curve!' Sumedh Gosavi - Research Assistant at Texas McCombs School of Business at the University of Texas at Austin (USA)
'Strategic Content Marketing is an absolute gem! As someone who has learned from Rebecca, I can confidently say that her insights are incredibly rare and invaluable. This book strikes the perfect balance between theory and real-world application, making it a must-read for anyone passionate about marketing, modern marketing strategies, or startups.' Sivajeeraju Nadimpalli - Product Marketing professional and Graduate, Master of Science MS, Engineering Management at the University of Texas at Austin (USA)

Dettagli sul prodotto

• Autori: Dan Farkas, Dan Geier Farkas, Rebecca Geier
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 08.01.2024
• EAN: 9781032438481
• ISBN: 978-1-0-3243848-1
• Pagine: 266
• Categorie: Scienze sociali, diritto, economia > Economia > Economia politica; Advertising, Business & Economics / General, BUSINESS & ECONOMICS / Business Communication / General, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Industries / Media & Communications, BUSINESS & ECONOMICS / Business Writing, Communication Studies, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing