Advertising Impact and Controlling in Content Marketing: Recognize Impact Mechanisms, Optimize Controlling and Adapt Strategy

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 strategi...