The Definitive Guide to Strategic Content Marketing
Perspectives, Issues, Challenges and Solutions

Coordinators: Dzamic Lazar, Kirby Justin

Language: English

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272 p. · 15.5x23.3 cm · Paperback
Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionalized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Content Marketing brings together all these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource. The editors of The Definitive Guide to Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives.
    • Chapter - 00: Introduction – Mapping the Content Marketing Territory;
  • Section - ONE: Content Marketing – A New and Better Promise? ;
    • Chapter - 01: Why Content is Seen as the Solution to Current Marketing Challenges;
    • Chapter - 02: Experience Economy – Brand and Customer Experience as Content Enablers;
    • Chapter - 03: How Content can Help Build Sustainable Brands with Better Purposes;
  • Section - TWO: How Content Changes the Way We All do Business;
    • Chapter - 04: Client Perspective – How Content Impacts Creativity, Process and Revenue;
    • Chapter - 05: Creative Agency Perspective – How Content Impacts Creativity, Process and Revenue;
    • Chapter - 06: Media Agency Perspective – How Content Impacts Creativity, Process and Revenue;
    • Chapter - 07: Publisher Perspective – How Content Impacts Creativity, Process and Revenue;
  • Section - THREE: Creativity, Media Planning and the Role of Content in the Consumer Journey;
    • Chapter - 08: Content Distribution and its Role in the Consumer Journey;
    • Chapter - 09: Content's Melting Pot of Skills – A New Challenge for Creative Teams;
    • Chapter - 10: Content and Storytelling in the Age of User Data Abundance;
    • Chapter - 11: The Evolution of Content Formats – From Text to Video to AR/VR to AI…;
    • Chapter - 12: Have We Reached the End of the User Generated Content?;
  • Section - FOUR: How to Measure and Evaluate Content Marketing;
    • Chapter - 13: Key Measurement Issues Relating to Content Marketing;
    • Chapter - 14: Key Tools, KPIs and Frameworks to Measure the Effects of Content Marketing;
  • Section - FIVE: Content Marketing – Not Such a New and Better Promise?;
    • Chapter - 15: The Rejecter’s Manifesto – Key Arguments against the Content Marketing 'Mirage';
    • Chapter - 16: Content Marketing and Ethics – Challenges, Threats and Balancing Acts;
    • Chapter - 17: Conclusion – Top Ten Insights into the Present and Future of Strategic Content Marketing
Lazar Dzamic is the former Google ZOO Head of Brand Planning EMEA, a creative strategist, writer and academic. He is an award-winning Planning Director in several integrated agencies, and lectures at the Faculty for Media & Communications at the Singidunum University in Belgrade. Justin Kirby is an academic, writer and speaker with a 20+ year career in industry as a digital strategist, producer and entrepreneur. He chairs and speaks at conferences around the globe, judges industry awards, and consults for brands and agencies.
Features contributions from leading academics, industry experts, thought leaders and influencers around the globe