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Content Marketing: Implementation

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Language:  English
Content Marketing (CM) can make a substantial positive difference to overall marketing effectiveness. This book shows how get it right and integrate it into contemporary marketing communications.
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Content Marketing (CM); a simple concept but difficult to get right without the planning and preparation required. This practical book is a comprehensive introduction to the theory and practice required to make your CM efforts work and deliver real ROI. From Personas, through Calendars to idea generation techniques and what to measure when and how, the book works through each step giving detailed advice and a step guide in each area to achieve success. Handy tips, shortcuts and templates included to help you start on your CM journey that segue into medium and long-term planning.

About the author

Andrew Whalley is currently a Marketing Lecturer at Royal Holloway University of London, where he concentrates on topics in Strategic and Digital Marketing, as well as mentoring less experienced colleagues. He is a teaching veteran of over 25 years with international experience in universities and executive education, as well as being a guest speaker and presenter. Prior to lecturing, Andrew was an officer in the British Army, after which he gained commercial experience as a consultant, director, interim manager and executive director, as well as co-running his own consultancy business. He holds six degrees, three masters and a DBA, alongside numerous professional and executive education qualifications.

  1. Part Two
  2. Implementation
    1. Understanding the buying process
    2. The content audit and the buying process
    3. Identify and fill the gaps
    4. Understanding your customer’s language
    5. Customer Journey maps
    6. Create a six-month plan
    7. Writing Content briefs
    8. Feedback is essential – talk to the Bloggers
    9. Write a promotional plan
    10. Allocate resources
    11. Project Creation
    12. Multiple Content – One Idea
    13. Publish the content 
    14. Promoting the content
    15. Getting your content Shared 
    16. Analytics: measuring success 
    17. Reflect and Review
Great book
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About the Author

Andrew Whalley