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Inside content marketing: econtent magazine's guide to roles, tools, and strategies for thriving in the age of brand journalism

Inside content marketing: econtent magazine's guide to roles, tools, and strategies for thriving in the age of brand journalism

Cramer, Theresa, 1981- author

"Marketers and brands are eager to cash in on the content marketing craze, but as EContent's Theresa Cramer points out, relatively few firms are doing it well. In this book, Cramer's savvy guidance demystifies the discipline and presents tactics and strategies that are working today. Cramer offers definitions and background, highlights minefields and misfires, and describes exciting new roles and opportunities for marketers, publishers, and journalists. Inside Content Marketing is more than a how-to guide--it's engaging and perceptive."-- Provided by publisher. "Marketers and brands are eager to cash in on the content marketing craze, but relatively few firms are doing it well--just 34% of B2C marketers rank their efforts as effective. Cramer presents tactics and strategies that are working today--including potential minefields and misfires--and describes new roles and opportunities for marketers, publishers, and journalists"-- Provided by publisher

eBook, Paperback, Electronic resource, Book. English. Electronic books.
Published Medford, New Jersey : CyberAge Books : Information Today Inc 2016
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Details

Statement of responsibility: Theresa Cramer
ISBN: 0997284900, 1937290069, 1937290077, 9780997284904, 9781937290061, 9781937290078
Note: Online resource; title from PDF title page (EBSCO, viewed March 28, 2016).
Note: Includes index.
Physical Description: 1 online resource
Subject: BUSINESS & ECONOMICS Management.; Online social networks.; Internet marketing.; BUSINESS & ECONOMICS Industrial Management.; BUSINESS & ECONOMICS Organizational Behavior.; BUSINESS & ECONOMICS Management Science.
Local note: eBooks on EBSCOhost EBSCO eBooks for FE Collection (UK)

Contents

  1. pt. I

    1. Marketer's Mission
  2. 1.

    1. What Is Content Marketing, Really?
    2. Defining Content Marketing
    3. What Are Marketers Doing Wrong?
    4. Chief Content Marketing Officer to the Rescue
    5. Building Blocks of Good Content Marketing
    6. You Get What You Measure
  3. 2.

    1. Best of 100+ Years of Content Marketing
    2. From John Deere to Subaru
    3. From Jell-O to Whole Foods
    4. Other Great Examples of Content Marketing
    5. Red Bull: The Gold Standard
    6. Branded Content at Its Best
    7. Creating Your Own Classic Content
  4. 3.

    1. Hire a Journalist as Your Chief Storyteller
    2. Hiring the Right Journalist
    3. Easing the Transition
    4. When in Doubt, Hire a Freelancer
    5. What It's Like to Work With Contently
    6. Curate Your Way to More Content
    7. "Convince and Convert" Takes on New Meaning
  5. pt. II

    1. New Road for Journalists
  6. 4.

    1. Changing Face of Journalism
    2. Banner Blindness and the Rise of Native Advertising
    3. Breakdown of Church and State
    4. Content Studio
  7. 5.

    1. Journalists and Marketing -- A Match Made in Content Heaven
    2. Storyteller Shortage
    3. There Is No "Dark Side"
    4. Faces of Content Marketing
    5. Getting Your Content Marketing Education
  8. 6.

    1. Lessons From Brand Journalists
    2. Sarah Mitchell: A Journey Along the Content Spectrum
    3. Jonathan Crossfield: The Second Act Storyteller
    4. Daniel Hatch: One Change After Another
    5. Changing the Publishing Paradigm
  9. pt. III

    1. Publishers and the Custom Content Boom
  10. 7.

    1. Publishing Game Has Changed, So Should You
    2. Revenue Stream
    3. Custom Content
    4. Don't Blame Your Audience
    5. When Native Advertising Goes Wrong
  11. 8.

    1. Become a Custom Content Creator
    2. Start Small
    3. Make Someone Accountable
    4. Set Your Standards and Stick to Them
    5. Remember: This Is Brand Journalism
    6. Build Relationships and a Process
  12. 9.

    1. Branded Content in Action
    2. Dani Fankhauser, Branded Content Editor, Bustle
    3. Nisha Gopalan, Creative Strategist and Branded Content Manager, New York Magazine
    4. Deanna Zammit, Director, Digiday Content Studio
    5. Best of Branded Content
    6. In-Depth Look at Branded Content
    7. Measuring the Results of Branded Content.