The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer

The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer

by Alexander Jutkowitz

Hardcover

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Product Details

ISBN-13: 9781119345114
Publisher: Wiley
Publication date: 08/21/2017
Pages: 176
Sales rank: 939,697
Product dimensions: 6.20(w) x 9.00(h) x 0.90(d)

About the Author

ALEXANDER JUTKOWITZ is global CEO of GROUP SJR and Truffle Pig, and U.S. CEO of Hill+Knowlton Strategies. A former political pollster, digital architect, brand strategist, and content creator in over 30 countries, he is committed to the idea that brands who tell their own stories innovate faster and inspire enduring customer loyalty. He is on the board of the Advertising Council and lives in New York City with his wife and daughter.

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Table of Contents

Introduction

Chapter 1 Glamour and Grammar

The power of stories

This is your brain on good content

Strategies of delight

The runway and the beltway: informal networks of influence

How good content helps us be out best selves

Content creates guiding narratives

What’s old is new again

How to find good stories

Chapter 2 The Age of the Educated Consumer

Why Politics won’t teach you about marketing

The educated consumer

Chapter 3 It’s About Human Nature

Learning from the best human storytellers

Chapter 4 It’s Life Stages, Not Ages: The Generation Myth and the Power of Personalization

Data and privacy

The evolution of personalization

Personalization for B2B

Mobile and omni-channel personalization

Taking personalization offline

Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity

Solving for Distribution

Velocity is Tranformational

Chapter 6 Only Connect: Creativity & Consistency

Building a content culture

Inspiring organization-wide creativity

Individual creativity

Connectivity

How brands evolve

Chapter 7 Content Marketing Applied Part 1

Content marketing applied: The content hub

The process of creating a hub

Thought Leadership

Have a strong visual vocabulary

Emerging platforms

The best content hubs…

Internal communications

Chapter 8 Content Marketing Applied Part 2

Knowledge transfer: putting it all together

How the industry is changing

Chapter 9 Asymmetrical Thinking

Afterward: The Future of Storytelling

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