Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice.
Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand:
- The definition, purpose, and practical implementation of a content marketing programme
- The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives
- The most effective and valued forms of content marketing and how they are structured a
