Description
Book SynopsisLazar 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.
Trade Review"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 *
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;
