Content - The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy

by Rebecca Lieb

Overview

DISTINGUISHED FAVOURITE: NYC Big Book Awards 2017

Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands.

Written by a recognized industry thought leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels.

It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.

Product Details

ISBN-13:	9780749479763
Publisher:	Kogan Page, Ltd.
Publication date:	06/03/2017
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	8 MB

About the Author

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York. Previously, she was Altimeter Group's digital advertising and media analyst, and prior to that she was Vice President at Econsultancy. Lieb was VP and Editor-In-Chief of The ClickZ Network for over seven years.

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. She works with many of the world's leading brands on digital marketing innovation. Clients range from start-up to non-profits to Fortune 100 brands and regulated industries, including Facebook, Nestlé, Adobe, Fidelity, IBM, Save the Children, Pinterest, Cisco and The Federal Reserve Bank of New York.

Earlier, she was Altimeter Group's digital advertising and media analyst, and prior to that, she was vice president at Econsultancy. Rebecca Lieb was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable SearchEngineWatch.com. She's a frequent public speaker on topics related to digital marketing, advertising, and media.

Jaimy Szymanski is a digital experience analyst focusing on how organisations adapt core digital strategies to serve the new 'connected customer.' She has developed multiple research artefacts on topics of digital transformation, consumer mobile, the 'autonomous world', the collaborative economy, CX design, social business strategy, and the Internet of Things. She has 10 years' experience advising companies of various sizes and industry, that are affected by emerging technologies.

Jaimy Szymanski has a background in research, analysis, marketing, and social media consulting. Her career is driven by a desire to further the evolution of companies adapting to digital disruption. When working with clients, she drives meaningful business results by helping them adapt core digital, social, and mobile strategies to new customer behaviours.

Table of Contents

• Section - 01: The shift to content marketing;
• Section - 02: Content marketing versus content strategy;
• Section - 03: Converged media;
• Section - 04: Native advertising;
• Section - 05: Organizing for content;
• Section - 06: A culture of content;
• Section - 07: Global content strategy;
• Section - 08: Real-time marketing;
• Section - 09: Content marketing software;
• Section - 10: Content marketing performance;
• Section - 11: Contextual campaigns;

Editorial Reviews

"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today."

Carlos Abler

"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant."

co-founder of Contently Shane Snow

"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing."

David Berkowitz

"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!"

author of Digital Relevance Ardath Albee

"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here."

Robert Rose

"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!"

CEO at Brand Movers Jesper Laursen

"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses."

Joe Pulizzi

"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book."

Stephanie Losee

"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss."

Jason Miller

"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy."

Pontus Staunstrup