000			02409nam a22002177a 4500
003			0
005			20241015091005.0
008			241015b xxu||||| |||| 00| 0 eng d
020			_a9781032438481
050			_aHF 5415 _b.F37 2024
100			_aFarkas, Dan, _eauthor.
245			_aStrategic content marketing : _bcreating effective content in practice / _cDan Farkas and Rebecca Geier.
260			_aNew York, NY : _bRoutledge, _c2024.
300			_axiv, 272 p. : _bill. ; _c25 cm.
504			_aIncludes bibliographical references and index.
520			_a"Strategic Content Marketing offers a comprehensive guide to plan, create, implement and analyse 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, whilst 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, 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 practising 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"--Provided by publisher.
650			_aMarketing.
650			_aInternet marketing.
700			_aGeier, Rebecca, _eauthor.
942			_2lcc _cBK
999			_c366542 _d366542