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.
Inhaltsangabe
Chapter 00: Introduction A New Old Story; Chapter 01: Content, Marketing, and Strategy Maximizing Marketing's Potential; Chapter 02: The Three Pillars Understanding the Fundamental Elements of a Successful Content Marketing Strategy; Chapter 03: Designing a Strategic Purpose Assembling Teams, Charters, and Clear Responsibilities; Chapter 04: The Content Marketing Operating Model Building a Governance Frame, Process, and Repeatable Approach; Chapter 05: Understanding Audiences Engaging and Subscribing Audiences Is the Heart of Content Marketing; Chapter 06: The Product Management of Content Creating Differentiating Content Marketing; Chapter 07: Finding Story Structure Your Story Before You Create the Content; Chapter 08: Measurement By Design Developing the Right Return On Your Investment; Chapter 09: Story Mapping Writing the Road Map to Your Content Marketing Strategy; Chapter 10: Conclusion Forecasting the Future of Content Marketing Strategy;
Chapter 00: Introduction A New Old Story; Chapter 01: Content, Marketing, and Strategy Maximizing Marketing's Potential; Chapter 02: The Three Pillars Understanding the Fundamental Elements of a Successful Content Marketing Strategy; Chapter 03: Designing a Strategic Purpose Assembling Teams, Charters, and Clear Responsibilities; Chapter 04: The Content Marketing Operating Model Building a Governance Frame, Process, and Repeatable Approach; Chapter 05: Understanding Audiences Engaging and Subscribing Audiences Is the Heart of Content Marketing; Chapter 06: The Product Management of Content Creating Differentiating Content Marketing; Chapter 07: Finding Story Structure Your Story Before You Create the Content; Chapter 08: Measurement By Design Developing the Right Return On Your Investment; Chapter 09: Story Mapping Writing the Road Map to Your Content Marketing Strategy; Chapter 10: Conclusion Forecasting the Future of Content Marketing Strategy;
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