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The strategic storyteller : content marketing in the age of the educated consumer /
A comprehensive, practical guide to transformative storytelling, this insightful book provides the tools to build stories in a new way that coexists with the accelerated, complex tempo of our lives. --
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc.,
[2017]
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| Temas: | |
| Acceso en línea: | Texto completo |
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 NatureLearning 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 VelocitySolving 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 LeadershipHave 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.