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The Rules of Perception

The Rules of Perception

Wydawnictwo John Wiley & Sons
Data wydania 01/08/2017
Wydanie Pierwsze
Liczba stron 176
Forma publikacji książka w twardej oprawie
Poziom zaawansowania Dla profesjonalistów, specjalistów i badaczy naukowych
Język angielski
ISBN 9781119345114
Kategorie Biznes i zarządzanie, Sprzedaż i marketing
108.00 PLN (z VAT)
$29.47 / €25.47 / £22.41 /
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Opis książki

A content marketing framework grounded in real-world research The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer provides an insightful guide to content marketing for today's audiences. Using research from over twenty years of experience across political polling and marketing, author Alexander Jutkowitz shares a practical framework for making content marketing work. Your customers are smarter than ever before, and can easily see straight through the type of lazy or disingenuous "content" that tarnished the reputation of this truly effective strategy. By creating the right type of content tailored to your market, you can deliver results that surpass your goals but this book is more than just content creation, it's a one-stop guide for a total content marketing strategy. You'll learn what works and what doesn't, what your customers want, and the best way to deliver it while building the consumer relationship of your organization's dreams. In a world of increasing transparency, where information is only a click away, the new media is giving voice to those who otherwise may not be heard. The heart of content marketing lies in the desire to share knowledge with audiences directly and with the tools at our disposal today, it's never been easier to connect with those who want to hear what you have to say. This book shows you how to design, build, and implement an effective content marketing strategy that connects and engages your customer. * Learn how and why content marketing works * Produce the right type of content to reach your market * Expand your reach through smart content tips * Apply the rules of perception to content marketing strategy While traditional marketing budgets are shrinking, content marketing budgets are blooming with good reason. The Strategic Storyteller: Content Marketing in the Age of the Educated Consumer provides a clear framework for leveraging knowledge into revenue, year after year.

The Rules of Perception

Spis treści

Introduction Chapter 1 Glamour and Grammar The power of stories This is your brain on good content Strategies of delight The runway and the beltway: informal networks of influence How good content helps us be out best selves Content creates guiding narratives What s old is new again How to find good stories Chapter 2 The Age of the Educated Consumer Why Politics won t teach you about marketing The educated consumer Chapter 3 It s About Human Nature Learning from the best human storytellers Chapter 4 It s Life Stages, Not Ages: The Generation Myth and the Power of Personalization Data and privacy The evolution of personalization Personalization for B2B Mobile and omni-channel personalization Taking personalization offline Chapter 5 Atomize, Serialize, Magnetize, and Keep Your Velocity Solving for Distribution Velocity is Tranformational Chapter 6 Only Connect: Creativity & Consistency Building a content culture Inspiring organization-wide creativity Individual creativity Connectivity How brands evolve Chapter 7 Content Marketing Applied Part 1 Content marketing applied: The content hub The process of creating a hub Thought Leadership Have a strong visual vocabulary Emerging platforms The best content hubs Internal communications Chapter 8 Content Marketing Applied Part 2 Knowledge transfer: putting it all together How the industry is changing Chapter 9 Asymmetrical Thinking Afterward: The Future of Storytelling

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