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The Definitive Guide to Strategic Content Marketing

The Definitive Guide to Strategic Content Marketing

Perspectives, Issues, Challenges and Solutions

Lazar Dzamic, Justin Kirby

From £16.66

Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice.

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About the book

Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, featuring interviews with leading academics, industry experts, global thought leaders and influencers.

The editors of The Definitive Guide to Strategic 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. Containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, and agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture and more, this book is a truly unique resource.

With a foreword written by Tom Goodwin, author of Digital Darwinism and EVP, Head of Innovation at Zenith USA, this book contains insight and contributions from a wealth of A-list industry professionals and influencers, including: Tim Lindsay, Bob Garfield, Bob Hoffman, Faris Yakob, Thomas Kolster, Rebecca Lieb, Tia Castagno, Scott Donaton, Rober Rose, David Berkowitz, Professors Mara Einstein, Mark Ritson and Douglas Rushkoff.


Table Of Contents

    • Chapter - 00: Introduction: mapping the Content marketing ­territory;
  • Section - PART 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 - PART TWO: How Content changes the way we all do business;
    • Chapter - 04: Creative agency perspective: how Content impacts creativity, process and revenue;
    • Chapter - 05: Media agency perspective: how Content impacts creativity, process and revenue;
    • Chapter - Online Chapter 01 Client perspective: how Content­impacts creativity, process and revenue
    • Chapter - Online Chapter 02 Publisher perspective: how Content impacts creativity, process and revenue
  • Section - PART THREE: Data, new formats and the role of Content in the consumer journey;
    • Chapter - 06: Content distribution and its role in the consumer journey;
    • Chapter - 07: Content and storytelling in the age of user data abundance;
    • Chapter - 08: The evolution of Content formats: from text to video to AR/VR to AI…;
  • Section - PART FOUR: How to measure and evaluate Content marketing;
    • Chapter - 09: Key measurement issues relating to Content marketing;
  • Section - PART FIVE: Content marketing: not such a new and better promise?;
    • Chapter - 10: The rejecter’s manifesto: key arguments against the Content marketing ‘mirage’;
    • Chapter - 11: Content marketing and ethics: challenges, threats and balancing acts;
    • Chapter - 00: Conclusions;



Reviews

A refreshingly different angle and putting the relevance of content in a wider context makes this book not only insightful but also unique.
AJ Huisman and Bert van Loon, founders of the European Content Marketing Fast Forward platform

Content - with a capital C - is going through an identity crisis. With so many definitions, applications and promises, this book cuts through the clutter to home in on what is truly important. Leave this book on your desk - I have a hunch that you will reach for it often.
Jessica Gioglio, digital and social business strategist and co-author of The Power of Visual Storytelling


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Book Details

  • EAN: 9780749482220
  • Edition: 1
  • Published: 3rd July 2018
  • Paperback
  • Format: 236x155
  • 288 pages

About the Author

Lazar Dzamic is the former Google ZOO Head of Brand Planning for North and Central Europe (NACE), 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 a consultant, educator and thought leader 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 advises brands and agencies.


Lazar Dzamic


Justin Kirby