Content - The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy - Softcover

Lieb

Softcover

ISBN 10: 0749479752 ISBN 13: 9780749479756

Publisher: Kogan Page, 2017

Synopsis

DISTINGUISHED FAVOURITE: NYC Big Book Award 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 this title

Review

"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." (Stephanie Losee, Head of Content, Visa 2017-04-24)

"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss." (Jason Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions 2017-04-24)

"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses." (Joe Pulizzi, Founder, Content Marketing Institute and author of Content Inc. and Epic Content Marketing 2017-04-24)

"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here." (Robert Rose, Chief Strategy Advisor, The Content Marketing Institute 2017-04-24)

"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today." (Carlos Abler, Content Marketing Strategy Leader, 3M 2017-04-24)

"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!" (Jesper Laursen, CEO at Brand Movers 2017-04-24)

"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant." (Shane Snow, co-founder of Contently 2017-04-24)

"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing." (David Berkowitz, Chief Strategy Officer, Sysomos 2017-04-24)

"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!" (Ardath Albee, author of Digital Relevance 2017-04-24)

"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy." (Pontus Staunstrup, Content marketing strategist, Staunstrup 2017-04-24)

Book Description

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

Edition details

• Publisher: Kogan Page
• Publication date: 2017
• ISBN 10: 0749479752
• ISBN 13: 9780749479756
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 240