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Author: Thomas Hörner Publisher: Springer Nature ISBN: 3658405511 Category : Business & Economics Languages : en Pages : 263
Book Description
Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.
Author: Thomas Hörner Publisher: Springer Nature ISBN: 3658405511 Category : Business & Economics Languages : en Pages : 263
Book Description
Content marketing is now a firmly established discipline in online marketing. But how exactly does content marketing work? What are the consequences for strategic content planning and what does valid content marketing controlling look like? This book goes beyond the usual tips on how to implement content marketing by asking what the fundamental effect of content marketing is on companies' customers and prospects. The author not only describes the requirements and procedures for the strategic design of content marketing, but also presents a comprehensive content marketing controlling framework based on the analyzed impact mechanisms. With this book, marketing managers receive a theoretical foundation of the discipline of content marketing as well as numerous recommendations for successful implementation in companies.
Author: Jane Heaton Publisher: Teach Yourself ISBN: 1473608260 Category : Business & Economics Languages : en Pages : 128
Book Description
***CIM (CHARTERED INSTITUTE OF MARKETING) BOOK OF THE MONTH MAY 2016*** Content marketing just got easier Content marketing is one of today's growing marketing trends following fast on the heels of social media. It is marketing through creating and sharing content that potential customers find relevant, useful and valuable in order to attract, engage, convert and retain them. It's a strategy that requires careful thought, clear objectives and goals, and a deep understanding of your audience. It requires you to reach out to them with well-planned and well-produced content - in all forms and formats, offline as well as online. In this book we take a joined-up look at content marketing, the key principles that underpin it, and what it takes to put it into practice in a consistent and fully formed way. And we provide a practical framework for planning it and executing it successfully - whatever the size of your business or your marketing team. Adopting a content marketing approach is certainly not a short term, quick win tactic. But the chances are it could make a big difference to the effectiveness of your marketing. - Sunday: Adopt a content marketing mindset - Monday: Understand the different types of content - Tuesday: Develop your content marketing strategy - Wednesday: Get started with content planning - Thursday: Create compelling content - Friday: Get ready to share - Saturday: Learn how to measure success
Author: Trevor Young Publisher: Digital Citizen ISBN: 0648669610 Category : Business & Economics Languages : en Pages : 384
Book Description
Are you struggling to cut through the noise and convey your message to the marketplace? Become your own media channel and tell your stories like a PR pro! We live in a fast-paced, digital-first world cluttered with brands and individuals telling the world how great they are. It’s no wonder consumers are so cynical and distrustful. They resent being interrupted with meaningless ads, pitches and promotional messages. They simply don’t care about you or your business—because you haven’t given them a reason to. Meanwhile, marketers and PR pros are beginning to accept that many of the methods they’ve been using to reach potential customers and influencers simply don’t work anymore. Bottom line: Standing out, getting noticed and resonating in the marketplace is a growing challenge for businesses and organizations, large and small. Trust and reputation have never been more important in business. Learn how to harness the power of both public relations and content marketing to build recognition, influence and credibility for your business, organization or personal brand. In this book, veteran public relations practitioner and marketing speaker Trevor Young—aka “The PR Warrior”—shows you how to strategically use content marketing for PR to: - Humanize your company or organization - Deepen the connection your brand has with consumers - Grow your influence within the industry you operate - Build familiarity and trust in the marketplace - Connect with the people who influence your clients and customers - Increase new business leads and sales - Reduce the customer’s buying cycle - Make paid-for advertising work harder Written for entrepreneurs, change agents, business leaders, marketers and PR practitioners, Content Marketing for PR is your essential guide to building a visible brand that’s recognized, respected and relevant in today’s noisy social world.
Author: C. Whan Park Publisher: Now Publishers Inc ISBN: 1601981007 Category : Business & Economics Languages : en Pages : 50
Book Description
The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Author: Rebecca Lieb Publisher: Que Publishing ISBN: 0789748371 Category : Business & Economics Languages : en Pages : 239
Book Description
If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and your website. (bron: www.managementboek.nl).
Author: Mark Deffers Publisher: Self Publisher ISBN: Category : Computers Languages : en Pages : 73
Book Description
In a dynamic digital landscape where attention is the currency and information overload is the norm, mastering the art of content marketing has become imperative for businesses seeking to not only survive but thrive. Welcome to "Content Marketing Trends, Strategies, and Using Artificial Intelligence in Advertising," a comprehensive guide that delves into the intricate tapestry of modern marketing. As we traverse the ever-evolving terrain of the digital marketplace, this book serves as a compass, navigating through the latest trends and innovative strategies that define successful content marketing. It is a journey that encapsulates the essence of creating compelling narratives, building authentic connections, and staying ahead of the curve in an era where consumer expectations and algorithms constantly shift. But this exploration goes beyond the conventional realms of marketing. In an era where artificial intelligence (AI) is revolutionizing industries, our guide takes a bold step into the intersection of content marketing and AI-powered advertising. Uncover the transformative potential of AI, unraveling its applications in crafting personalized experiences, optimizing campaigns, and amplifying the impact of your content across diverse platforms. Whether you are a seasoned marketer, an entrepreneur navigating the digital landscape, or an enthusiast eager to unravel the secrets of successful content marketing, this book is your gateway to understanding the symbiotic relationship between trends, strategies, and the disruptive force of artificial intelligence in advertising. Embark on this enlightening journey as we decode the intricacies, share success stories, and equip you with the tools to not only adapt but thrive in the ever-evolving realm of content marketing.
Author: Eastin, Matthew S. Publisher: IGI Global ISBN: 1605667935 Category : Business & Economics Languages : en Pages : 768
Book Description
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.
Author: Vipin Mayar Publisher: John Wiley & Sons ISBN: 1118087747 Category : Business & Economics Languages : en Pages : 226
Book Description
Win online by attracting the right customers and getting the right performance measurement Digital Impact answers the critical questions marketers have about connecting with and influencing consumers online. Written in an easy-to-read, approachable format, this helpful guide presents provocative content along with practical, commonsense methods that can be followed by any businessperson at companies of all sizes. The discussion hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Leverage trust and build ROI in social media and mobile spaces Get actionable data, best practices, cases studies, anecdotes, practical coaching tips and strategic insights Engage customers who typically resist advertising messages Learn from authors who have extensive experience across major industries and accounts, giving them a wide business appeal Whether your budget is corporate-sized or on a shoestring, you'll want to achieve the measurable bottom-line improvements that come with having Digital Impact.
Author: Thomas F. Babor Publisher: Oxford University Press ISBN: 0199551146 Category : Law Languages : en Pages : 377
Book Description
From a public health perspective, alcohol is a major contributor to morbidity and mortality, and impacts on many aspects of social life. This text describes advances in alcohol research with direct relevance to the development of effective policies at local, national and international level.
Author: Barton A Weitz Publisher: SAGE ISBN: 9781412921206 Category : Business & Economics Languages : en Pages : 618
Book Description
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Author: Thomas Hörner
Author: Thomas Hörner
Author: Jane Heaton
Author: Trevor Young
Author: C. Whan Park
Author: Rebecca Lieb
Author: Mark Deffers
Author: Eastin, Matthew S.
Author: Vipin Mayar
Author: Thomas F. Babor
Author: Barton A Weitz