Description : Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands. Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels. It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.
Description : Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, featuring interviews with leading academics, industry experts, global thought leaders and influencers. The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives. Containing contributions from brands such as GE, General Motors, HSBC, Football Association, Diageo and Pernod Ricard, and agencies including Oglivy Group UK, Havas, Zenith, Vizeum, Accenture and more, this book is a truly unique resource. Online resources include bonus chapters. With a foreword written by Tom Goodwin, author of Digital Darwinism and EVP, Head of Innovation at Zenith USA, this book contains insight and contributions from a wealth of A-list industry professionals and influencers, including: Tim Lindsay, Bob Garfield, Bob Hoffman, Faris Yakob, Thomas Kolster, Rebecca Lieb, Tia Castagno, Scott Donaton, Rober Rose, David Berkowitz, Professors Mara Einstein, Mark Ritson and Douglas Rushkoff.
Description : Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.
Description : Embarking upon research as a graduate student or postdoc can be exciting and enriching—the start of a rewarding career. But the world of scientific research is also a competitive one, with grants and good jobs increasingly hard to find. The Chicago Guide to Your Career in Science is intended to help scientists not just cope but excel at this critical phase in their careers. Victor A. Bloomfield and Esam E. El-Fakahany, both well-known scientists with extensive experience as teachers, mentors, and administrators, have combined their knowledge to create a guidebook that addresses all of the challenges that today’s scientists-in-training face. They begin by considering the early stages of a career in science: deciding whether or not to pursue a PhD, choosing advisors and mentors, and learning how to teach effectively. Bloomfield and El-Fakahany then explore the skills essential to conducting and presenting research. The Chicago Guide to Your Career in Science offers detailed advice on how to pursue research ethically, manage time, and communicate effectively, especially at academic conferences and with students and peers. Bloomfield and El-Fakahany write in accessible, straightforward language and include a synopsis of key points at the end of each chapter, so that readers can dip into relevant sections with ease. From students prepping for the GRE to postdocs developing professional contacts to faculty advisors and managers of corporate labs, scientists at every level will find The Chicago Guide to Your Career in Science an unparalleled resource. “The Chicago Guide to Your Career in Science is a roadmap to the beginning stages of a scientific career. I will encourage my own students to purchase it.”—Dov F. Sax, assistant professor of ecology and evolutionary biology, Brown University “Step-by-step, Victor Bloomfield and Esam El-Fakahany provide sound, thorough, yet succinct advice on every issue a scientist in training is likely to encounter. Young readers will welcome the authors’ advice on choosing a graduate school, for example, while senior scientists will probably wish that a book like this had been around when they were starting out. With down-to-earth and occasionally humorous advice, The Chicago Guide to your Career in Academic Biology belongs on the bookshelf of every graduate student and advisor.”—Norma Allewell, Dean, College of Chemical and Life Sciences, University of Maryland