Efnisyfirlit

• Cover
• Title Page
• Copyright
• Contents
• List of Figures
• List of Tables
• Foreword
• Preface
• Chapter summaries
• About the authors
• Acknowledgements
• Introduction: mapping the Content marketing territory
• Definition dilemma
• Group 1: Content-as-‘just marketing’ definition approaches
• Group 2: trade-discipline-based definition approaches
• Group 3: consumer-centric definition approaches
• Group 4: definition approaches based on narrative/aesthetic feel
• Group 5: do we need a definition at all?
• References
• PART ONE    Content marketing: a new and better promise?
• 01    Why Content is seen as the solution to current marketing challenges
• Reasons to see Content as a potential solution
• References
• 02    Experience Economy: brand and customer experience as Content enablers
• What has Content got to do with the Experience Economy?
• The Experience Economy: a bigger promise
• References
• 03    How Content can help build sustainable brands with better purposes
• Purpose starts with why
• Content starts with purpose?
• The rise of purposewash
• Restoration of trust
• References
• PART TWO    How Content changes the way we all do business
• 04    Creative agency perspective: how Content impacts creativity, process and revenue
• Operating speeds
• Operating models
• The binary equation of agencies and its two tribes
• A new set of optics to resolve the binary equation
• References
• 05    Media agency perspective: how Content impacts creativity, process and revenue
• Eco-system changes driving media agency reinvention
• New roles for the media agency
• Impact of Content on the business model
• Creative and media agencies as agents for contextualizing choice
• The role of data and media agencies in creating ‘empathic media’
• References
• PART THREE    Data, new formats and the role of Content in the consumer journey
• 06    Content distribution and its role in the consumer journey
• Main conceptual and organizational challenges with context
• Content as advertising
• The role of Content in search
• The role of Content in conversion
• The role of Content post-sale and in customer service
• References
• 07    Content and storytelling in the age of user data abundance
• The promise of data
• Problems with data – hype, waste and narrow-mindedness…
• Towards a better data promise
• References
• 08    The evolution of Content formats: from text to video to AR/VR to AI…
• The new age of affectiveness
• New storytelling models for immersive spaces
• Some possible Content challenges with the new affective spaces
• References
• PART FOUR    How to measure and evaluate Content marketing
• 09    Key measurement issues relating to Content marketing
• Key strategic challenges
• Measuring the right things: evaluation ‘canvases’
• Measuring things right: key metrics debates
• References
• PART FIVE    Content marketing: not such a new and better promise?
• 10    The rejecter’s manifesto: key arguments against the Content marketing ‘mirage’
• Content marketing is nothing new
• Content is about hyped-up delivery systems, not ideas
• Content doesn’t work – brands don’t understand how attention flows online
• TV is still doing well – even with young people
• References
• 11    Content marketing and ethics: challenges, threats and balancing acts
• The ‘dark comms’ challenge: manipulation by opacity
• The crumbling separation between advertising and editorial
• The ‘empathic media and datafication of emotional lives’ challenge
• The ‘Huxleyan’ challenge: Content as the tool for amusing ourselves to death
• References
• Conclusions
• Index
• Backcover