000			03457nam a22002177a 4500
005			20250114152200.0
008			250114b |||||||| |||| 00| 0 eng d
020			_a9781032438481
082			_a658.45 _bFAR
100			_aFarkas, Dan _919732
245			_aStrategic content marketing: _bcreating effective content in practice
260			_bRoutledge _aNew York _c2024
300			_axiv, 272 p.
365			_aGBP _b39.99
500			_aTable of content: Foreword. Chapter 1: Content Marketing Myths. Section 1: Content Strategy. Chapter 2: New Product Development and Positioning and its Role in Content Marketing. Chapter 3: Buyer Personas and Their Role in Content Marketing. Chapter 4: Content Marketing Planning and Integrated Marketing. Chapter 5: Creating Persuasive Content. Section 2: Content Delivery. Chapter 6: Earned Media and Its Role in Content Marketing. Chapter 7: Digital Owned Media (Part 1). Chapter 8: Digital Owned Media (Part 2). Chapter 9: Product Collateral and its Role in Content Marketing. Chapter 10: Two Common B2B Content Marketing Types. Section 3: Content Marketing Measurement, The Role of AI, and Career Outlook. Chapter 12: The Future of Content Marketing. [https://www.routledge.com/Strategic-Content-Marketing-Creating-Effective-Content-in-Practice/Farkas-Geier/p/book/9781032438481?srsltid=AfmBOooz6xfzZt9kIZ9qETr-K-LCjuJerJXRVkWbFwOoRS-dLoMwNeKg]
520			_aStrategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand: The definition, purpose, and practical implementation of a content marketing programme The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing How to create persuasive content and measure the effectiveness of content marketing The careers, associated competencies, and software technologies in the burgeoning field of content marketing. This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations. In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions. (https://www.routledge.com/Strategic-Content-Marketing-Creating-Effective-Content-in-Practice/Farkas-Geier/p/book/9781032438481?srsltid=AfmBOooz6xfzZt9kIZ9qETr-K-LCjuJerJXRVkWbFwOoRS-dLoMwNeKg)
650			_aInternet marketing
650			_aMarketing
700			_aGeier, Rebecca _920641
942			_cBK _2ddc
999			_c8521 _d8521