The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions - Softcover

Dzamic, Lazar; Kirby, Justin

Softcover

ISBN 10: 0749482222 ISBN 13: 9780749482220

Publisher: Kogan Page, 2019

Synopsis

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.

About this title

About the Authors

Lazar Dzamic is the ex-Google ZOO Head of Brand Planning for North and Central Europe (NACE), 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 an academic, writer and speaker 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 consults for brands and agencies.

Edition details

• Publisher: Kogan Page
• Publication date: 2019
• Language: English
• ISBN 10: 0749482222
• ISBN 13: 9780749482220
• Binding: Paperback
• Edition number: 1
• Number of pages: 288