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Online Public Access Catalogue

题名/责任者:

Strategic content marketing : creating effective content in practice / Dan Farkas and Rebecca Geier.

出版发行项:

London ; New York : Routledge Taylor & Francis Group, 2024.

ISBN:

9781032438481

ISBN:

9781032438498

载体形态项:

272 pages ; 25 cm

其他载体形态:

Online version: Farkas, Dan. Strategic content marketing Abingdon, Oxon ; New York, NY : Routledge, 2024 9781003369103

个人责任者:

Farkas, Dan, author.

附加个人名称:

Geier, Rebecca, author.

论题主题:

Marketing.

论题主题:

Internet marketing.

中图法分类号:

F713.3

书目附注:

Includes bibliographical references and index.

摘要附注:

"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"--

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