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Content - The Atomic Particle of Marketing

Content - The Atomic Particle of Marketing

The Definitive Guide to Content Marketing Strategy

Rebecca Lieb


Written by one of the most respected names in the field, this book is the definitive, research-based guide to content marketing. It gives a serious and deeply informed look at the real roadblocks facing organisations, and how they can address the disruption of new technology, media channels and consumer trends.

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About the book

Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands.

Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It will demonstrate the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels.

It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.

Table Of Contents

    • Chapter - 1: Content - The New Marketing Equation;
    • Chapter - 2: Content Marketing vs Content Strategy;
    • Chapter - 3: The Converged Media Imperative - The Role Content Plays in Paid, Owned and Earned Media;
    • Chapter - 4: Native Advertising;
    • Chapter - 5: Organizing for Content - Models to Incorporate Content Strategy & Content Marketing in the Enterprise;
    • Chapter - 6: A Culture of Content;
    • Chapter - 7: Global Content Strategy;
    • Chapter - 8: Real-Time Marketing - The Agility to Leverage ‘Now’;
    • Chapter - 9: The Content Marketing Software Landscape;
    • Chapter - 10: Content Marketing Performance;
    • Chapter - 11: Connected Experiences - From Websites to Wearables to Wherever;

Book Details

  • EAN: 9780749479756
  • Edition: 1
  • Published: 3rd June 2017
  • Paperback
  • Dimensions: 234x156
  • 240 pages

About the Author

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York.

Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Rebecca was VP and Editor-In-Chief of The ClickZ Network for over seven years.

Rebecca Lieb