- Is written by global industry thought-leader Rebecca Lieb, who has conducted and published more content marketing research than anyone else
- Shares the results of deep quantitative research and hundreds of hours of interviews with senior marketers at the world's most respected brands
- Reveals the value content can not only bring to owned media initiatives, such as company websites or blogs, but the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels
- Empowers readers to make the best organizational, tool and process decisions necessary to get content up and running across departments and organizational silos
Content - The Atomic Particle of Marketing
The Definitive Guide to Content Marketing Strategy
Identify the real content marketing roadblocks and how to address the disruption with guidance from the field's most respected name.
Key features at a glance
EAN: 9780749479756
Edition: 1
Published:
Format: 230x155
240 pages
About the book
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.
About the authors
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. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.
Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book.
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