Overview

Do you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can. A business' content communicates everything to consumers. Content marketing is one of the most important external-facing pieces to the broader marketing strategy, but most businesses don't take a strategic approach to it. As the Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps brands transform through their approach to content marketing. In this book, he walks readers through a scalable, strategic approach to content marketing. Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their approach to create broader business success. The chapters walk readers through stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Capital Group, Salesforce, Hilton Hotels and Adobe, the book offers a new strategic model that will transform how you approach content marketing.

Full Product Details

Author:   Robert Rose (Chief Strategy Officer)
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 15.50cm , Height: 1.20cm , Length: 23.50cm
Weight:   0.350kg
ISBN:  

9781398611504

ISBN 10:   1398611506
Pages:   224
Publication Date:   03 September 2023
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Reviews

"""Robert Rose offers marketers a rich and much-needed understanding of content marketing."" * Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing (emeritus); Kellogg School of Management, Northwestern University * ""The frameworks and principles in Robert's book are just what you need when it's time for a new strategy, a new project, a refresh of your annual plans or welcoming new leadership to the mix. You'll be bookmarking and highlighting the heck out of this."" * Jessica Bergmann, Vice President, Content & Social Marketing, Salesforce * ""If your goal is to build a strategic content marketing operation that grows in value over time, this book is your treasure map. You'll have to work hard, overcome obstacles and dig deep to succeed, but this map spells it all out clearly."" * Joe McCambley, CMO, Saatva Luxury Mattresses * ""Robert's latest masterpiece truly provides the under the hood, nuts and bolts of how to execute superior content marketing strategy. This book is a much-needed deep dive on strategy, and the examples shared along the way are exceptional."" * Amanda Todorovich, Executive Director, Digital Marketing - Cleveland Clinic * ""Any organization looking to innovate and grow needs this as their modern marketing handbook."" * Joe Pulizzi, Author, 'Epic Content Marketing' and 'Content Inc.' * ""Inconsistent goals and execution are the poison to successful content marketing. Robert Rose has given us the antidote. This is the ultimate roadmap for building (and more importantly, sustaining) a winning content approach that actually yields real-world business outcomes. Highly recommended!"" * Jay Baer, Author, 'The Time to Win: How to Exceed Your Customers’ Need for Speed' * ""Robert really does walk the content marketing talk. I am an avid marketing book reader, and I think I may not need another content marketing book."" * Ian Truscott, CMO and founder, Rockstar CMO * ""This book takes the mystery out of what has become a buzzword in our industry, and made it tangible so as to become a strategic advantage for today's contemporary marketers."" * Marcus Collins, Bestselling author, 'For The Culture'; Marketing Professor, University of Michigan * ""Content marketing has grown from a fuzzy experiment functioning in a corner of the building into a powerful, integrated discipline. This important book cements Content's strategic role in every marketing department... including yours."" * Ann Handley, WSJ bestselling author; Chief Content Officer, MarketingProfs * ""I have rarely seen a better explanation of the word 'strategy', or a more hands-on guide to cultivating and managing a brand's content marketing efforts."" * Bert Van Loon, Co-Founder, Content Marketing Fast Forward *"

Author Information

Robert Rose, an internationally recognized expert on content marketing strategy based in Los Angeles, California, is Chief Strategy Advisor for the Content Marketing Institute (CMI) and CEO and Chief Strategy Officer for The Content Advisory. He has worked with top enterprises including McDonald's, SAP, NASA, Hilton, CVS Health, Whirlpool, Facebook, Allstate Insurance, Adidas, UPS and The Bill & Melinda Gates Foundation.

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