My love with the power of Content Marketing started some five years ago. I was amazed at how marketers were pushing their messages using, blogs, newsletters, videos and social media posts. This was not in-your-face marketing. But a form of silent marketing that brought in the customers by merging the art of storytelling with the science of data-driven decision-making.
As I delved deeper, I realised that to succeed today every marketer must understand the power of Content Marketing. It is cost-effective, provides solutions and builds meaningful and lasting relationships.
My fascination with Content Marketing grew when I structured the different facets of Content Marketing into a single course and began teaching it to post-graduate students. This e-book is a culmination of the learnings from those lectures, classroom discussions and student assignments.
The Power of Content Marketing has been written as a text book for students of management, marketing and media. It is a great primer for Faculty members who teach management and media courses, content marketers, scholars and anyone interested in the realm of Content Marketing.
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The book explains what Content Marketing is and how it is different to Traditional Marketing and Native Advertising. It also describes how Content Marketing is a subset of Digital Marketing. The heart of the book is focussed on the different content formats used by content strategists today and how they go about achieving their goals.
On going through the book, the students and Faculty members will learn about five forms of text-based Content Marketing. These are Blog Marketing, Newsletter Marketing, E-book Marketing, White Paper Marketing and Case Studies Marketing. They will also learn about the advantages and challenges of content-based Social Media Marketing, Video Marketing, Podcast Marketing, Infographics Marketing and Webinar Marketing.
The book has an entire chapter devoted to Content Marketing Funnel and the kinds of content that marketers use at different stages of the buying process. The book explores the different facets of Content Marketing strategy and also dives deep into the advantages and disadvantages of landing pages.
There is also a chapter on Content Marketing Analytics that describes the engagement metrics, the conversion metrics and the traffic metrics used by marketers to assess the effectiveness of a Content Marketing campaign. The book also looks at the composition of a Content Marketing team and the roles and responsibilities of different team members. It ends with an appendix on Content Marketing terms.
To succeed today every marketing and media student must understand the power of Content Marketing. Most important, they must realise that for marketing communication to be effective, sustained and meaningful engagement with consumers is essential. This is where Content Marketing has started making a difference. Interestingly, the success of Content Marketing is not just about creating and distributing content; as the book explains it is more about creating a connection with the audience.
The book holds great value for students pursuing undergraduate and post-graduate courses in advertising and management as it describes the importance of identifying target audiences, crafting compelling content, and mastering distribution channels. It underscores the power of storytelling, search engine optimisation, social media, and analytics to drive tangible results.
Read: Content Marketing formats that every marketer should know
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