The strategic storyteller : content marketing in the age of the educated consumer

The strategic storyteller content marketing in the age of the educated consumer

Detalles Bibliográficos
Otros Autores: Jutkowitz, Alexander, 1968- author (author)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, New Jersey : Wiley 2017.
Edición:1st ed
Materias:
Marketing.
Storytelling.
Content (Psychology)
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849073706719
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright
  • Contents
  • Introduction: A Call for Storytellers
  • Chapter 1: Wisdom, Wonder, and Delight
  • 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 Our Best Selves
  • Content Creates Guiding Narratives
  • What's Old Is New Again
  • How to Find Good Stories
  • Take me to your Leader
  • Play up
  • Getting the Story Approved
  • 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
  • Dynamic Home Pages
  • Recommending Content Takes Experimentation and Hard Work
  • Push Relevant Content to Users, but Never too Often
  • Limit the Number of E-Mails you Send, and Keep them Personal
  • Approach Each Social Platform with a Distinct Strategy
  • Mobile and Omnichannel Personalization
  • Taking Personalization Off-Line
  • Chapter 5: Atomize, Serialize, Magnetize, and Keep Your Velocity
  • Solving for Distribution
  • Atomization
  • Serialization
  • Magnetization
  • Keeping your Velocity
  • Velocity Is Transformational
  • Chapter 6: Only Connect: Creativity and Consistency
  • Building a Content Culture
  • Inspiring Organization-wide Creativity
  • Individual Creativity
  • Practical Ideas for Sparking Creativity
  • Connectivity
  • How Brands Evolve
  • Chapter 7: Content Marketing Applied Part 1
  • Content Marketing Applied: The Content Hub
  • The Process of Creating a Hub
  • The Basics of Creating a Content hub, and what to Consider for Each Stage.
  • Thought Leadership
  • Have a Strong Visual Vocabulary
  • Video
  • Images, Illustrations, Infographics, and Interactives
  • 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
  • Afterword: The Future of Storytelling
  • Index
  • EULA.

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