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Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 0071819916
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 0071819916
Category : Business & Economics
Languages : en
Pages : 368
Get Book Here
Book Description
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
Author: Robert McKee
Publisher: Twelve
ISBN: 1455541974
Category : Business & Economics
Languages : en
Pages : 211
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Book Description
Based on the hottest, most in-demand seminar offered by the legendary story master Robert McKee -- Storynomics translates the lessons of storytelling in business into economic and leadership success. Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in Storynomics, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising. After successfully guiding organizations as diverse as Samsung, Marriott International, Philips, Microsoft, Nike, IBM, and Siemens to transform their marketing from an ad-centric to story-centric approach, McKee and Gerace now bring this knowledge to business leaders and entrepreneurs alike. Drawing from dozens of story-driven strategies and case studies taken from leading B2B and B2C brands, Storynomics demonstrates how original storytelling delivers results that surpass traditional advertising. How will brands and their customers connect in the future? Storynomics provides the answer.
Author: Nina Mussnig
Publisher:
ISBN:
Category :
Languages : en
Pages : 129
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Book Description
Abstract DeutschDas klassische Marketing, welches den Kunden und die Kundin nur als Käufer betrachtet, stößt im digitalen Zeitalter an seine Grenzen, denn heutzutage bedarf es mehr als nur den Verkauf von Produkten und Dienstleistungen. In den letzten Jahren hat sich das Content Marketing zu einem passenden Marketing Tool für Unternehmen entwickelt, welches auf die Veröffentlichung von informierenden, unterhaltenden und beratenden Inhalten setzt, um Kunden zu gewinnen und zu halten. Dabei stellt Storytelling im Content Marketing eine neue Entwicklung dar, denn mit der Macht von Geschichten werden die Hindernisse von Informationsüberlastung und Reizüberflutung überwunden und der Content der Firmen in den Köpfen der Rezipienten und Rezipientinnen verankert. Diese Masterarbeit untersucht dabei das Storytelling im Content Marketing von drei unterschiedlichen Firmen und erhebt daraus Empfehlungen für dessen Anwendung.In der vorliegenden Arbeit wird aufgezeigt, wie Firmen Geschichten in ihrem Content Marketing erzählen und dabei analysiert wie das Storytelling im Content Marketing von ihnen zu deren Nutzen eingesetzt wird. Es wird die Einordnung von Content Marketing in die Öffentlichkeitsarbeit und die Entwicklung dieser neuen Marketing Technik beschrieben. Anschließend werden die unterschiedlichen Content Formate und folglich die Kanäle zur Verbreitung von Content vorgestellt. Damit das Storytelling in der Verwendung von Content Marketing untersucht werden kann, werden anschließend die Bausteine von guten Geschichten und der daraus resultierende Einfluss auf die Rezipienten und Rezipientinnen anhand von praktischen Beispielen dargelegt. Mit dieser vorhandenen Grundbasis wurden Faktoren für die Analyse von Storytelling im Content Marketing festgelegt. Um Empfehlungen in der Anwendung von Storytelling im Content Marketing abgeben zu können, wurde schließlich eine deskriptive Inhaltsanalyse, basierend auf den vorher definierten Analysefaktoren, von drei unterschiedlichen Firmen durchgeführt. So wird gezeigt, wie diese Unternehmen ihre Geschichten erzählen und wie sie das Storytelling im Content Marketing anwenden. Anhand der detaillierten Analyse wurden sehr gute Realisierungen, aber auch vorhandene Mängel in der Anwendung der analysierten Firmen ermittelt.Die Kombination des theoretischen Teiles dieser Arbeit mit der durchgeführten deskriptiven Inhaltsanalyse führt zur anschließenden Abgabe von Empfehlungen in Form einer Do ́s- und Don ́ts-Liste für Unternehmen in der Anwendung von Storytelling im Content Marketing. Zum Schluss wird noch ein kurzer Ausblick in die Zukunft von Storytelling im Content Marketing im Hinblick auf momentane Trends gegeben.*****Abstract EnglishThe classical marketing which considers the customer only as a buyer comes in the digital age to its limits, because nowadays it requires more than only the sales of products and services. In the past few years content marketing has thereby developed into a suitable marketing tool for companies, which focuses on the publication of informative, entertaining and advisory content to acquire and retain customers. It turns storytelling in content marketing a recently emerging development because with the power of stories, the barriers of information overload and overstimulation are overcome and anchored the content of the company in the minds of the recipients. This master thesis thereby examines the storytelling in content marketing from three different companies and raises out of it recommendations for its application.In the present work is to show how companies tell stories in their content marketing while analyzing how storytelling in content marketing is used by them for their benefit.It describes the classification of content marketing in public relations and the development of this new marketing technique. Subsequently, the different content formats and thus the channels of content distribution are presented. So that storytelling can be examined in the use of content marketing, afterwards the building blocks of good stories and the resulting impact on the recipient using practical examples are set forth.With this available basic base, factors were fixed for the analysis of storytelling in the content marketing. To deliver recommendations in the use of storytelling in content marketing, a descriptive content analysis, based on the previously defined analysis factors, of three different companies was finally carried out. Thereby it is shown how these enterprises tell their stories and how coherent the use of storytelling in content marketing is. Following an analysis very good realization, but also available defects was indicated in the use of the analyzed companies.The combination of the theoretical part of this work of this work with the carried out descriptive content analysis resulting in the subsequent delivery of recommendations in the form of a do ́s- and don ́ts-list for companies in the use of storytelling in content marketing.In the end a brief view in the future of storytelling in content marketing is still given with regard to current trends.
Author: , empreender
Publisher: Editora Bibliomundi
ISBN: 1526024861
Category : Business & Economics
Languages : en
Pages : 18
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Book Description
Story telling can be a powerful component in a marketing strategy. It can be the driving force behind developing, and more importantly, establishing a brand that connects and resonates with your target audience.It’s also the easiest way to express emotions and illustrate your commitment to providing value. There’s nothing more powerful than a carefully crafted story that fulfills the needs of your core market.In this special report, you will learn top story-telling methods, how to best use these strategies and how you can use storytelling to strengthen your brand or launch a new one.
Author: Jason Miller
Publisher:
ISBN: 9780692327487
Category :
Languages : en
Pages : 166
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Book Description
Raising brand awareness, building trust, establishing credibility, and ultimately driving revenue, that's what the top of the funnel is all about. It can be a marketer's "Paradise City", but without focus, it can quickly become overwhelming. The one-two punch of social media and content marketing is a vital part of any successfully integrated marketing approach. If you are not pairing these two powerhouses together then you are simply missing opportunities to grow your business. The tactics and strategies in this book have come together through a tremendous amount of research, trial and error, expert input, and real world applications. From startups to enterprise-what's included here works across the board and can very quickly make an impact. Just like your favorite double album, this book is separated into four sides, each one addressing a different aspect of Content and Social: * Content - Why marketers need to change their mentality from creating more content, to more relevant content and three practical ways to create content that delivers a face-melting return on investment. * Social - Using social to build awareness, trust and drive high quality leads. * All Together Now - What the future holds for content and social and what it means for marketers. * The Credits - The essential resources you need to stay on top of trends in content and social media. No frills, no fluff, just useful, practical tactics, strategies and lessons from one modern marketer to another, with a touch or rock n roll flare.
Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 0071819894
Category : Business & Economics
Languages : en
Pages : 354
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Book Description
He proves it in these pages." (Jay Baer, New York Times bestselling author of Youtility: Why Smart Marketing is About Help Not Hype). "The future of successful brand building, an
Author: Joe Pulizzi
Publisher: McGraw Hill Professional
ISBN: 1259589668
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
The NEW Rulebook for Entrepreneurial Success What’s the surest way to startup failure? Follow old, outdated rules. In Content Inc., one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience. Notice a shift? Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds. The radical six-step business-building process revealed in this book is smart, simple, practical, and cost-effective. And best of all, it works. It’s a strategy Pulizzi used to build his own successful company, Content Marketing Institute, which has landed on Inc. magazine’s list of fastest growing private companies for three years straight. It’s also a strategy countless other entrepreneurs use to build their own multi-million dollar companies. Build an audience and you’ll be able to sell pretty much anything you want. Today’s markets are more dynamic and customers are more fickle than ever before. Why would you put all your eggs in one basket before securing a loyal customer base? Content Inc. shows you how to get customers first and develop products later. It’s the best way to build a solid, long-lasting business positioned for today’s content-driven world. This is the simple but profoundly successful entrepreneurial approach of one of today’s most creative business minds. A pioneer of content marketing, Pulizzi has cracked to code when it comes to the power of content in a world where marketers still hold fast to traditional models that no longer work. In Content Inc., he breaks down the business-startup process into six steps, making it simple for you to visualize, launch, and monetize your own business. These steps are: • The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion • Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists • Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.) • Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers • Diversification: Grow your business by expanding into multiple delivery channels • Monetization: Now that your expertise is established, you can begin charging money for your products or services This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you’ll be running your own profitable, scalable business. Pulizzi walks you step by step through the process, based on his own success (and failures) and real-world multi-million dollar examples from multiple industries and countries. Whether you’re seeking to start a brand-new business or drive innovation in an existing one, Content Inc. provides everything you need to reverse-engineer the traditional entrepreneurial model for better, more sustainable success. Joe Pulizzi is an entrepreneur, professional speaker, and podcaster. He is the founder of several startups, including the Content Marketing Institute (CMI), recognized as the fastest growing business media company by Inc. magazine in 2014. CMI produces Content Marketing World, the world’s largest content marketing event, and publishes the leading content marketing magazine, Chief Content Officer. Pulizzi’s book Epic Content Marketing was named one of Fortune magazine’s Five Must Read Business Books of the Year.
Author: Donald Miller
Publisher: HarperCollins Leadership
ISBN: 0718033337
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions. If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue. In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more. In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses. His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Author: Miri Rodriguez
Publisher: Kogan Page Publishers
ISBN: 1398610097
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Written by the award-winning storyteller Miri Rodriguez at Microsoft, this bestselling book gets back to the heart of brand loyalty, consumer behavior and engagement as a business strategy by using storytelling to trigger the emotions that humans are driven by. Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them. This second edition of Brand Storytelling contains new trends in storytelling, as well as expanding on story experience and employee experience. This book explores the future of brand storytelling in a post pandemic era. New to this edition is also a 'How to Guide' taking readers through each step of the design thinking process in order to prototype their stories. Brand Storytelling provides a step-by-step guide to assess, dismantle and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality and positioning the customer as a key influencer to motivate the audience. Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands like Expedia, Coca Cola, McDonalds, Adobe and Google to tap into authentic brand loyalty and human connection.
Author: Robert Rose
Publisher: CMI Books, Division of Z Squared Media, LLC
ISBN: 9780983330714
Category : Business & Economics
Languages : en
Pages : 180
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Book Description
Perhaps no function in the business organization has been as fundamentally revolutionized as marketing. The social and mobile Web has completely changed the speed, efficiency, and ease with which consumers can engage with each other and has had a tremendous impact on brands. This new engagement of the consumer with keen awareness of their relationships and emerging social networks now correlates to every single aspect of our business. So, yes, marketing has changed. The question is what are we going to do about it?Content and Subscription: The New Marketing OpportunityAs growth of the social and mobile Web changes the methods of communication, the old lines of hierarchical relationships between business and consumer blur substantially. As consumers publish and share their opinions (both good and bad) with increasing ease, they can become more persuasive than even the company's voice itself. Every one of these groups becomes a powerful ally or enemy depending on what we do. All of them will be constantly in flux developing levels of trust and requiring varying levels of transparency to filter content and determine buying decisions. They will expand and collapse with great velocity, and it will all happen with or without our participation.Content marketing has been around for hundreds of years. But the application of a specific strategic process around content marketing is still new. The amount of budget that is allotted for new content creation is going to become a significant part of your "new media" budget. And subject matter experts in the organization are going to have new responsibilities. It's a transformative new process and it won't happen overnight. But it can, and should, happen. Get Content Get Customers showed us the light but there's been no book to show us the way. There is an ancient Chinese proverb that says a "crisis" is simply an "opportunity riding the dangerous wind." As marketers we now have the opportunity to develop new processes with our marketing strategy, power them with content, and ultimately keep that wind at our back.Successful programs will focus on creating a thoughtful strategy and process to foster this content marketing. This book is a detailed "how-to" to build that successful content marketing process.
