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Gain insight into a wealth of varying perspectives on content marketing and glean a unique understanding of the different types of best practice.

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Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it´s mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing.

The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from, and interviews with, leading academics, industry experts, thought leaders and influencers, this book is a truly unique resource.

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Introduction - Mapping the Content Marketing Territory
Content Marketing - A New and Better Promise?
Why Content is Seen as the Solution to Current Marketing Challenges
Experience Economy - Brand and Customer Experience as Content Enablers
How Content can Help Build Sustainable Brands with Better Purposes
How Content Changes the Way We All do Business
Client Perspective - How Content Impacts Creativity, Process and Revenue
Creative Agency Perspective - How Content Impacts Creativity, Process and Revenue
Media Agency Perspective - How Content Impacts Creativity, Process and Revenue
Publisher Perspective - How Content Impacts Creativity, Process and Revenue
Creativity, Media Planning and the Role of Content in the Consumer Journey
Content Distribution and its Role in the Consumer Journey
Content´s Melting Pot of Skills - A New Challenge for Creative Teams
Content and Storytelling in the Age of User Data Abundance
The Evolution of Content Formats - From Text to Video to AR/VR to AI . . .
Have We Reached the End of the User Generated Content?
How to Measure and Evaluate Content Marketing
Key Measurement Issues Relating to Content Marketing
Key Tools, KPIs and Frameworks to Measure the Effects of Content Marketing
Content Marketing - Not Such a New and Better Promise?
The Rejecter´s Manifesto - Key Arguments against the Content Marketing ´Mirage´Content Marketing and Ethics - Challenges, Threats and Balancing Acts
Conclusion - Top Ten Insights into the Present and Future of Strategic Content Marketing

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