Content The Atomic Particle Of Marketing

Author : Rebecca Lieb
Publisher : Kogan Page Publishers
Page : 241 pages
File Size : 43,7 Mb
Release : 2017-06-03
Category : Business & Economics
ISBN : 9780749479763

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Content - The Atomic Particle of Marketing by Rebecca Lieb Pdf

DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017 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 recognized 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 demonstrates 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.

Author : Lazar Dzamic,Justin Kirby
Publisher : Kogan Page Publishers
Page : 289 pages
File Size : 41,5 Mb
Release : 2018-07-03
Category : Business & Economics
ISBN : 9780749482237

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The Definitive Guide to Strategic Content Marketing by Lazar Dzamic,Justin Kirby Pdf

Understand content marketing best practice from a new perspective with exclusive insight and contributions from leading academics, experts, global thought leaders and influencers in the industry on key topics, to create a truly unique resource - including a foreword by Tom Goodwin and bonus online chapters. 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 is mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic 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, weaving together different voices to present a balanced view of the subject. Grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results, this book allows readers to cherry-pick the most useful aspects of each discussion according to their interests and apply it to their own marketing initiatives. With a foreword written by Tom Goodwin (author of Digital Darwinism and EVP, Head of Innovation at Zenith USA) and containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, plus agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture, this book is a truly unique resource. Insight and contributions from A-list industry professionals and influencers, include: 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.

Author : Thomas Hörner
Publisher : Springer Nature
Page : 263 pages
File Size : 46,8 Mb
Release : 2023-02-09
Category : Business & Economics
ISBN : 9783658405519

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Advertising Impact and Controlling in Content Marketing by Thomas Hörner Pdf

Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.

Author : Rebecca Lieb
Publisher : Que Publishing
Page : 239 pages
File Size : 44,9 Mb
Release : 2012
Category : Business & Economics
ISBN : 9780789748379

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Content Marketing by Rebecca Lieb Pdf

If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and your website. (bron: www.managementboek.nl).

Author : Sonja Jefferson,Sharon Tanton
Publisher : Kogan Page Publishers
Page : 328 pages
File Size : 41,6 Mb
Release : 2015-07-03
Category : Business & Economics
ISBN : 9780749473280

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Valuable Content Marketing by Sonja Jefferson,Sharon Tanton Pdf

WINNER: Small Business Book Awards 2016 - Community Choice - Social Media Category WINNER: Small Business Book Awards 2014 - Community Choice - Marketing Category (1st edition) Make sense of content marketing in the digital world with this award-winning, practical guide to using content to grow your business and raise your brand. From websites, white papers and blogs to tweets, newsletters and video, content is king in the digital world, now more than ever before. Get it right and you have a huge opportunity to connect with clients and customers in ways they appreciate and trust - they will be knocking at your door wanting to do business with you. Valuable Content Marketing shows you how to create and share the type of information that clients, customers and search engines really want - on your website, using social media and through more traditional methods. Including new ideas and examples, step-by-step action lists, quick tips and goal-driven chapter summaries, this fully revised second edition will show you how to get better results from your marketing efforts with valuable content that really works. Whether you are starting a business or aiming to grow, this book makes understanding the key concepts easier than ever, providing inspiration from small companies like software development from Desynit to household names like HSBC.

Author : Gay Flashman
Publisher : Kogan Page Publishers
Page : 249 pages
File Size : 42,8 Mb
Release : 2020-01-03
Category : Business & Economics
ISBN : 9781789661002

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Powerful B2B Content by Gay Flashman Pdf

Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman. Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort. Addressing these changes, Powerful B2B Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains: - What makes a great story? - What audiences want to hear; - And shows the most effective ways to deliver it By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.

Author : Annmarie Hanlon,Tracy L. Tuten
Publisher : SAGE
Page : 670 pages
File Size : 53,9 Mb
Release : 2022-06-10
Category : Business & Economics
ISBN : 9781529786460

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The SAGE Handbook of Digital Marketing by Annmarie Hanlon,Tracy L. Tuten Pdf

Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing

Author : Umair Ahmed,Waheed A. Umrani,Nadeem Khalid,Sohel M. Imroz
Publisher : International Association for Educators and Researchers (IAER)
Page : 180 pages
File Size : 47,8 Mb
Release : 2020-03-01
Category : Business & Economics
ISBN : 9781916301405

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Case Studies on Contemporary Practices in Management & HR by Umair Ahmed,Waheed A. Umrani,Nadeem Khalid,Sohel M. Imroz Pdf

Case studies have been regarded and recognized as the best approach to learning practical aspects of business and management in the 21st century. They enable students to apply knowledge gained from class sessions to further their understanding. Case studies provide an opportunity for students to critically analyze an emerging business problem; understand the situation; highlight what went right and/or wrong and suggest measures that could potentially address the issue and prevent any reoccurring in the future. This book in your hands is a collection of case studies related to issues of contemporary nature. The editorial and review panel have had put dedicated efforts in choosing the cases keeping in view the current business, management and human resource issues faced by the majority of the organizations. The efforts were put with one aim, and that was to provide an excellent case collection for the teachers, students and readers in general. Diversity of the case studies is another strength of this book. The authors have written cases discussing business, management and human resource issues of different demographic locations/regions. This, as a result, makes this book a fine collection of international scenarios, enabling learners to enhance their professional decision-making skills with a global mindset. The case studies are useful for both undergraduate and graduate-level and are mainly derived from the authors` practice or past experience.

Author : Joe Pulizzi,Robert Rose
Publisher : McGraw Hill Professional
Page : 272 pages
File Size : 45,5 Mb
Release : 2017-09-08
Category : Business & Economics
ISBN : 9781260026436

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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Joe Pulizzi,Robert Rose Pdf

Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.

Author : Anonim
Publisher : Bookboon
Page : 50 pages
File Size : 50,7 Mb
Release : 2024-06-26
Category : Electronic
ISBN : 9788776819255

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Content Marketing by Anonim Pdf

Author : Chiara Valentini
Publisher : Walter de Gruyter GmbH & Co KG
Page : 630 pages
File Size : 40,5 Mb
Release : 2021-02-08
Category : Language Arts & Disciplines
ISBN : 9783110552607

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Public Relations by Chiara Valentini Pdf

What is public relations? What do public relations professionals do? And what are the theoretical underpinnings that drive the discipline? This handbook provides an up-to-date overview of one of the most contested communication professions. The volume is structured to take readers on a journey to explore both the profession and the discipline of public relations. It introduces key concepts, models, and theories, as well as new theorizing efforts undertaken in recent years. Bringing together scholars from various parts of the world and from very different theoretical and disciplinary traditions, this handbook presents readers with a great diversity of perspectives in the field.

Author : Jane Heaton
Publisher : Teach Yourself
Page : 128 pages
File Size : 51,8 Mb
Release : 2016-03-10
Category : Business & Economics
ISBN : 9781473608269

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Content Marketing In A Week by Jane Heaton Pdf

***CIM (CHARTERED INSTITUTE OF MARKETING) BOOK OF THE MONTH MAY 2016*** Content marketing just got easier Content marketing is one of today's growing marketing trends following fast on the heels of social media. It is marketing through creating and sharing content that potential customers find relevant, useful and valuable in order to attract, engage, convert and retain them. It's a strategy that requires careful thought, clear objectives and goals, and a deep understanding of your audience. It requires you to reach out to them with well-planned and well-produced content - in all forms and formats, offline as well as online. In this book we take a joined-up look at content marketing, the key principles that underpin it, and what it takes to put it into practice in a consistent and fully formed way. And we provide a practical framework for planning it and executing it successfully - whatever the size of your business or your marketing team. Adopting a content marketing approach is certainly not a short term, quick win tactic. But the chances are it could make a big difference to the effectiveness of your marketing. - Sunday: Adopt a content marketing mindset - Monday: Understand the different types of content - Tuesday: Develop your content marketing strategy - Wednesday: Get started with content planning - Thursday: Create compelling content - Friday: Get ready to share - Saturday: Learn how to measure success

Author : Clea Bourne
Publisher : Springer Nature
Page : 244 pages
File Size : 49,8 Mb
Release : 2022-09-29
Category : Language Arts & Disciplines
ISBN : 9783031139567

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Public Relations and the Digital by Clea Bourne Pdf

This book takes a people-centred approach to the ever-fluid and rapidly-transforming professional world of public relations (PR) in the age of digital platforms. As everyday PR work becomes increasingly shaped by the platform economy, this is transforming how the PR profession talks about itself, its issues and concerns. Drawing on different textual genres and discursive strategies, the author examines the shifting boundaries between PR and adjacent fields such as advertising, marketing and journalism – and illuminates varied lifeworlds of PR professionals from different backgrounds, races and genders. Written for academics, practitioners and those interested in the world of public relations, the book will also be enjoyed by young professionals working in this interesting and fast-changing occupation.

Author : Brian R. Judd
Publisher : Princeton University Press
Page : 255 pages
File Size : 54,8 Mb
Release : 2014-07-14
Category : Mathematics
ISBN : 9781400864775

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Operator Techniques in Atomic Spectroscopy by Brian R. Judd Pdf

In the 1920s, when quantum mechanics was in its infancy, chemists and solid state physicists had little choice but to manipulate unwieldy equations to determine the properties of even the simplest molecules. When mathematicians turned their attention to the equations of quantum mechanics, they discovered that these could be expressed in terms of group theory, and from group theory it was a short step to operator methods. This important development lay largely dormant until this book was originally published in 1963. In this pathbreaking publication, Brian Judd made the operator techniques of mathematicians comprehensible to physicists and chemists. He extended the existing methods so that they could handle heavier, more complex molecules and calculate their energy levels, and from there, it was another short step to the mathematical analysis of spectra. This book provides a first-class introduction to continuous groups for physicists and chemists. Although first written from the perspective of atomic spectroscopy, its major topics and methods will appeal to anyone who has an interest in understanding particle theories of nuclear physics. Originally published in 1998. The Princeton Legacy Library uses the latest print-on-demand technology to again make available previously out-of-print books from the distinguished backlist of Princeton University Press. These editions preserve the original texts of these important books while presenting them in durable paperback and hardcover editions. The goal of the Princeton Legacy Library is to vastly increase access to the rich scholarly heritage found in the thousands of books published by Princeton University Press since its founding in 1905.

Author : Rachel Botsman
Publisher : PublicAffairs
Page : 377 pages
File Size : 50,5 Mb
Release : 2017-11-14
Category : Technology & Engineering
ISBN : 9781541773684

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Who Can You Trust? by Rachel Botsman Pdf

If you can't trust those in charge, who can you trust? From government to business, banks to media, trust in institutions is at an all-time low. But this isn't the age of distrust -- far from it. In this revolutionary book, world-renowned trust expert Rachel Botsman reveals that we are at the tipping point of one of the biggest social transformations in human history -- with fundamental consequences for everyone. A new world order is emerging: we might have lost faith in institutions and leaders, but millions of people rent their homes to total strangers, exchange digital currencies, or find themselves trusting a bot. This is the age of "distributed trust," a paradigm shift driven by innovative technologies that are rewriting the rules of an all-too-human relationship. If we are to benefit from this radical shift, we must understand the mechanics of how trust is built, managed, lost, and repaired in the digital age. In the first book to explain this new world, Botsman provides a detailed map of this uncharted landscape -- and explores what's next for humanity.