Dan Farkas, Rebecca Geier
ISBNs: B0CPQVSC5Y, 1032438487, 1032438495, 9781032438498,
978-1-032-43849-8, 978-1032438498, 978-1-032-43848-1, 978-1032438481,
9781032438481, 978-1-003-36910-3, 9781003369103, 978-1003369103
English | 2024 | PDF | 287 Pages
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.