High-Impact Content Marketing
Kogan Page Ltd (Verlag)
978-1-3986-0845-0 (ISBN)
WINNER: 2023 Goody Business Book Awards - Marketing - Digital Marketing
WINNER: 2023 Chanticleer International Book Awards, Harvey Chute First Place Category Winner - Non-Fiction Business & Enterprise
Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy.
In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs.
High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email and social media networks to maximize reach, engagement and impact.
What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify and Google plus interviews with top industry experts from across the globe. Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships and boost conversions.
Purna Virji is a globally renowned content strategist and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is an award-winning former journalist. Virji is a top-rated international keynote speaker and has been featured in The Drum, TNW, Marketing Land and Adweek. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.
Section - Section 1: Evolve or Perish with the Status Quo
Chapter - 01: Why it's time to reinvent and future-proof your approach to content marketing
Chapter - 02: The must-haves for long-term content marketing success
Chapter - 03: Needs analysis: How you'll build a strong foundation
Section - Section 2: Build the Right Foundation for High Impact
Chapter - 04: The GIFTED way to figure out internal needs
Chapter - 05: How to conduct a powerful, conversion-driving customer needs analysis
Chapter - 06: Decode the competitive landscape with a competitor content audit
Section - Section 3: Design a High-Impact Strategy
Chapter - 07: High-impact strategy and measurement planning
Chapter - 08: High-impact brainstorming: How the best ideas are born
Chapter - 09: Mine, combine, refine: Simple strategies to optimize your brainstorming
Section - Section 4: Create and Distribute the High-Impact Way
Chapter - 10: Make inclusion the default
Chapter - 11: Time-proven copywriting strategies to keep people reading on and on
Chapter - 12: Build with distribution in mind: Less effort. More impact.
"There are few people out there that understand content marketing and how it drives business impact more than Purna Virji. Her book brings together decades of experience in one of the fastest evolving and most critical areas of marketing today. Not only will you walk away with a better understanding of how we got to where we are, but a step-by-step plan on how to create, deliver and measure content that won't just drive growth, but will build a brand your customers will love and advocate for on your behalf."
"If there's someone who we can all learn from about high impact content marketing, that is Purna! She's one of the savviest, most experienced, well-rounded, empathetic digital marketers I know, who has developed some of the most compelling content I've ever read."
"Less is more and relevancy is key. In typical Purna-style with some hilarious examples, this book makes content marketing easy to apply with timeless principles. A must read for every marketer to remind us that despite sophisticated technology and algorithms, it's still about people."
"Content marketing has no end. It always has room for fine tuning to stay competitive and to adapt the market shifts. This book is a comprehensive ultimate guide for the content marketer at any level. It covers the causes and effects, and solutions for a variety of scenarios. Keep it within your reach at work."
"I am thrilled to endorse Purna Virji's ground-breaking book on content marketing, which couldn't have come at a more opportune time. As the world of marketing continually evolves, it is essential for marketers to stay ahead of the curve and adapt to the changing needs of their customers. This book, with its focus on practicability, analysis and customer needs provides a refreshing perspective on how to future-proof your content marketing strategy."
"I learned my favourite metric from Purna - ROTS - return on time spent. Purna's ideas have been battle tested for years across a multitude of industries. This book is sure to become your go to guide for building sustainable, high return-on-effort content."
"The ultimate reference guide for content marketing planning and execution. The frameworks here can scale up or down and apply to any industry, a must have for teams of one or one hundred."
"Purna's book is a game-changer for anyone looking to bridge the gap between content creators and the c-suite. Having watched her in action, I know that Purna has the unique ability to help audiences understand the value of content in the long-term, taking an empathic, audience-focused approach that challenges readers to think beyond what Google wants and instead focus on what's right for the searcher. The real-world examples make this book a must-read for anyone seeking to communicate effectively with executives and solve the right problems with the right content at the right time. In a world full of quick tips and tricks, this book grounds you in an approach that should stand the test of time, that's why I would consider this a must read. Tricks come and go, understanding how to solve problems for customers and communicating that value to inspire action does not."
"This isn't a traditional content marketing book. Purna Virji covers everything from step-by-step audience anthropology to competitive analysis, to specific creative tactics, to distribution. It's a perfect guide for new content strategists and old pros who are looking to reset."
| Erscheinungsdatum | 28.06.2023 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 162 x 240 mm |
| Gewicht | 825 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-3986-0845-9 / 1398608459 |
| ISBN-13 | 978-1-3986-0845-0 / 9781398608450 |
| Zustand | Neuware |
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