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

Lieb, Rebecca

Softcover

ISBN 10: 0749479752 ISBN 13: 9780749479756

Publisher: Kogan Page, 2017

Synopsis

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.

About this title

About the Authors

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.

From the Back Cover

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

- Stephanie Losee, Head of Content, Visa

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. This book is the strategic Big Bang that marketers can't afford to miss.

Jason A. Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions

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

Joe Pulizzi, Founder, Content Marketing Institute, and author of Content Inc and Epic Content

The one-stop guide to everything that you need to know to be successful at content marketing.

Charlene Li, Principal Analyst, Altimeter, a Prophet Company, and author of The Engaged Leader and Open Leadership, co-author of Groundswell

From the Inside Flap

Rebecca Lieb understands what so many marketers and business leaders are struggling to grasp in today's digital world - that content is the only way to find new customers, but also to retain employees, and build business success. Content is so central to business growth today that it truly is the "atomic particle" of marketing and innovation.

Michael Brenner, globally-recognized keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group

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!
Ardath Albee, author of Digital Relevance

Leave it to Rebecca to break down the opportunity and the barriers to success with such clarity and organization. Start with the fact that she is so immersed in this emerging marketing domain, she is able to comprehend the totality of what the marketing industry needs to do. Then couple it with the lens on making this useful to all practitioners from novices to experts, and you have the recipe for a great read.

Andrew Markowitz, advisor and former General Manager of Global Marketing at GE

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, Chief Strategy Officer, Sysomos

As a veteran content marketer constantly looking for the best insights in the industry, I've always found immense value in Rebecca's unique point of view. She is at the forefront of latest trends and opportunities in content marketing. Her insight goes well beyond observation--and gets into the tangible application of her cutting-edge research and how it can drive your efforts as content marketer to new levels."

Luke Kintigh, Head of Publishing, Intel iQ

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.
Shane Snow, co-founder of Contently

Long ago Rebecca Lieb was our editor at ClickZ. We built a great business based on content marketing and Rebecca helped us along the way. In these days of newly minted content marketing "experts" it's refreshing to read a comprehensive guide for someone who has the credentials and pedigree of an expert. We recommend you read this book. It's truly the definitive guide to content marketing strategy.

Bryan & Jeffrey Eisenberg

BuyerLegends.com, authors of Be Like Amazon: Even A Lemonade Can Do It and New York Times bestsellers Call To Action and Waiting For Your Cat To Bark?

Rebecca Lieb is a masterful people, trends, and ideas that move marketing forward. With Content: The Atomic Particle of Marketing, she makes the content marketing revolution easy-to-understand and impossible to deny.

Jeffrey K. Rohrs - CMO, Yext & author of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers

Edition details

• Publisher: Kogan Page
• Publication date: 2017
• Language: English
• ISBN 10: 0749479752
• ISBN 13: 9780749479756
• Binding: Paperback
• Edition number: 1
• Number of pages: 240