BRAND VOICE IN A CONTENT ERA

1. Auflage 2017
ISBN: 978-0-7494-8118-6
Verlag: KOGAN PAGE

Buch, Englisch, 240 Seiten, Format (B × H): 156 mm x 234 mm

Content marketing has quickly become the latest buzzword plaguing marketing teams - all the cool kids are doing it and you should too. But more often than not, businesses lack clarity as to what this really means, the signals they should be paying attention to, and how they can pivot their efforts to win the battle for attention. And let's not forget all the commentators in the background telling us that traditional advertising and marketing communications are either dead or in terminal decline, and that marketers should abandon what they know and become a 'storyteller'. It's true, it's getting increasingly harder to capture the attention and imagination of your audience, but before you sign up to the content craze, it's worth stepping back from the hype and hyperbole surrounding this new fad and taking a sanity check. That's where Brand Voice in a Content Era can help.
Based on original research from a cross-section of brand, marketing and communications professionals, Brand Voice in a Content Era is filled with real-world insights from a diverse range of major brands. Intensely practical in its approach, the book focuses on ensuring your efforts to build authority, reputation and engagement through content are built on solid foundations. Written by a recognised marketing authority and the founder and CEO of a major, international content and publishing agency, Brand Voice in a Content Era is the go-to guide for any organisation that wants to grow its influence and effectiveness through best-in-class content and thought leadership.

Autoren/Hrsg.

Brown, Thomas

Ossberg, Freddie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung

Inhaltsverzeichnis

Section - ONE: Why Things Have to Change; Section - TWO: Demystifying All This Content Speak; Section - THREE: Plotting Your Content Journey; Section - FOUR: Key Enablers for Success; Section - FIVE: The Tools to Make it Manageable; Section - SIX: Marathon, Not a Sprint

Über Autor(innen)

Ossberg, Freddie
Freddie Ossberg is the founder and CEO of Raconteur Media, the specialist content people and publishers of special reports for The Times' premium professional audience for almost a decade. Freddie has been immersed in all things publishing, content and editorial for as long as he can remember, and has unique expertise forged at the intersection of brands and media.

Brown, Thomas
Thomas Brown is a consultant, executive advisor and prolific writer who's passionate about marketing, brand, digital and content.

Since 2016 he's been consulting for a number of organisations across financial services, education, non-profit, media and marketing services, advising leaders and teams on a range of issues from content strategy, brand journalism and customer experience strategy, to digital engagement, go-to-market strategy and market positioning. and helping to make implementation happen.

Alongside this, he entertains his love of words, writing for several brands, as well as special report features in The Times. He's also Chair of the Jury for the UK's Property Marketing Awards.

Prior to this he was the board-level Director of Strategy and Marketing at CIM, the world's leading professional body for marketing, where he focused on understanding the changing nature of marketing, building compelling thought leadership programmes, driving a distinct and authentic brand voice and leading the conversations that matter.

In more than 13 years at CIM, he was the architect of more than 35 major international research initiatives ranging from digital and social strategy to brand experience, marketing confidence to marketing capability. and lots more. He's an accomplished conference speaker and media commentator, and his words, ideas and work have been covered on, in and by The Financial Times, The Times, The Guardian, The Independent, Marketing, Marketing Week, Bloomberg and BBC News.

You can find him on Twitter attempting to be humorous, insightful or both @ThinkStuff and online at www.iamthinkstuff.com.

Thomas Brown is a consultant, executive advisor and prolific writer, who is passionate about marketing and digital transformation. Formerly Director of Strategy and Marketing at CIM, he has been the architect of more than 35 major research and thought leadership initiatives. As founder of ThinkStuff, he now consults across financial services, education, non-profit, media and marketing services.

Freddie Ossberg is the founder and CEO of Raconteur Media, the specialist content people and publishers of special reports for The Times' premium professional audience for almost a decade. Freddie has been immersed in all things publishing, content and editorial for as long as he can remember, and has unique expertise forged at the intersection of brands and media.