Digital Content Marketing

Auteur

Dr Agata Krowinska is a Lecturer in Digital Marketing at The Business School at Edinburgh Napier University.

Prof Dr Christof Backhaus is Professor of Marketing and Head of Research at The Business School at Edinburgh Napier University.

Benjamin Becker has been working for Omnicom Media Group Germany for 10 years. As Managing Partner, he is responsible for the group's new business and corporate communications as well as business transformation.

Fabian Bosser works at Omnicom Media Group Germany, with the Team responsible for the development of new products, content strategies and customized models in an international context.

Texte du rabat

Digital Content Marketing introduces the principles of content marketing and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies.

Résumé
Digital Content Marketing introduces the principles of content marketing and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies.

Contenu

1. Introduction to Content Marketing; 2. Content Marketing Planning, Execution and Measurement; 3. Content Marketing ideation: How to generate and manage creative concepts; 4. Value Creation Through Digital Content: Informative Value; 5. Value Creation Through Digital Content: Entertainment Value; 6. Value Creation Through Digital Content: Social Value; 7. Value Creation Through Digital Content: User Co-creation Value; 8. Digital Content and Social Media Influencers; 9. Content Curation: Best Practices and Techniques; 10. Content Marketing and Sponsorship; 11. The Dark Side of Content Marketing; 12. Contemporary and Emerging Content Marketing Trends