Efnisyfirlit

• Cover
• Title Page
• Copyright
• Contents
• List of Figures
• List of Tables
• Foreword
• Preface
• Chapter summaries
• About the authors
• Acknowledgements
• Introduction: mapping the Content marketing territory
  • Definition dilemma
  • Group 1: Content-as-‘just marketing’ definition approaches
  • Group 2: trade-discipline-based definition approaches
  • Group 3: consumer-centric definition approaches
  • Group 4: definition approaches based on narrative/aesthetic feel
  • Group 5: do we need a definition at all?
  • References
• PART ONE    Content marketing: a new and better promise?
  • 01    Why Content is seen as the solution to current marketing challenges
    • Reasons to see Content as a potential solution
    • References
  • 02    Experience Economy: brand and customer experience as Content enablers
    • What has Content got to do with the Experience Economy?
    • The Experience Economy: a bigger promise
    • References
  • 03    How Content can help build sustainable brands with better purposes
    • Purpose starts with why
    • Content starts with purpose?
    • The rise of purposewash
    • Restoration of trust
    • References
• PART TWO    How Content changes the way we all do business
  • 04    Creative agency perspective: how Content impacts creativity, process and revenue
    • Operating speeds
    • Operating models
    • The binary equation of agencies and its two tribes
    • A new set of optics to resolve the binary equation
    • References
  • 05    Media agency perspective: how Content impacts creativity, process and revenue
    • Eco-system changes driving media agency reinvention
    • New roles for the media agency
    • Impact of Content on the business model
    • Creative and media agencies as agents for contextualizing choice
    • The role of data and media agencies in creating ‘empathic media’
    • References
• PART THREE    Data, new formats and the role of Content in the consumer journey
  • 06    Content distribution and its role in the consumer journey
    • Main conceptual and organizational challenges with context
    • Content as advertising
    • The role of Content in search
    • The role of Content in conversion
    • The role of Content post-sale and in customer service
    • References
  • 07    Content and storytelling in the age of user data abundance
    • The promise of data
    • Problems with data – hype, waste and narrow-mindedness…
    • Towards a better data promise
    • References
  • 08    The evolution of Content formats: from text to video to AR/VR to AI…
    • The new age of affectiveness
    • New storytelling models for immersive spaces
    • Some possible Content challenges with the new affective spaces
    • References
• PART FOUR    How to measure and evaluate Content marketing
  • 09    Key measurement issues relating to Content marketing
    • Key strategic challenges
    • Measuring the right things: evaluation ‘canvases’
    • Measuring things right: key metrics debates
    • References
• PART FIVE    Content marketing: not such a new and better promise?
  • 10    The rejecter’s manifesto: key arguments against the Content marketing ‘mirage’
    • Content marketing is nothing new
    • Content is about hyped-up delivery systems, not ideas
    • Content doesn’t work – brands don’t understand how attention flows online
    • TV is still doing well – even with young people
    • References
  • 11    Content marketing and ethics: challenges, threats and balancing acts
    • The ‘dark comms’ challenge: manipulation by opacity
    • The crumbling separation between advertising and editorial
    • The ‘empathic media and datafication of emotional lives’ challenge
    • The ‘Huxleyan’ challenge: Content as the tool for amusing ourselves to death
    • References
• Conclusions
• Index
• Backcover

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