High-Impact Content Marketing

Strategies to Make Your Content Intentional, Engaging and Effective
1. Auflage 2023
ISBN: 978-1-3986-0843-6
Verlag: Kogan Page

Buch, Englisch, 352 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 535 g

WINNER: 2023 Goody Business Book Awards - Marketing - Digital MarketingWINNER: 2023 Chanticleer International Book Awards, Harvey Chute First Place Category Winner - Non-Fiction Business & EnterpriseCreate meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy. In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs. High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email and social media networks to maximize reach, engagement and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify and Google plus interviews with top industry experts from across the globe. Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships and boost conversions.

Autoren/Hrsg.

Virji, Purna

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - Section 1: Evolve or Perish with the Status Quo
• • Chapter - 01: Why it's time to reinvent and future-proof your approach to content marketing
  • Chapter - 02: The must-haves for long-term content marketing success
  • Chapter - 03: Needs analysis: How you'll build a strong foundation
• Section - Section 2: Build the Right Foundation for High Impact
• • Chapter - 04: The GIFTED way to figure out internal needs
  • Chapter - 05: How to conduct a powerful, conversion-driving customer needs analysis
  • Chapter - 06: Decode the competitive landscape with a competitor content audit
• Section - Section 3: Design a High-Impact Strategy
• • Chapter - 07: High-impact strategy and measurement planning
  • Chapter - 08: High-impact brainstorming: How the best ideas are born
  • Chapter - 09: Mine, combine, refine: Simple strategies to optimize your brainstorming
• Section - Section 4: Create and Distribute the High-Impact Way
• • Chapter - 10: Make inclusion the default
  • Chapter - 11: Time-proven copywriting strategies to keep people reading on and on
  • Chapter - 12: Build with distribution in mind: Less effort. More impact.

Über Autor(innen)

Virji, Purna
<p><b>Purna Virji</b> is an AI strategist, keynote speaker, and founder of Agent-Led Growth, where she helps organizations turn AI from experimentation into measurable business impact.

Most recently, she led AI strategy and go-to-market initiatives at LinkedIn, following global marketing leadership roles at Microsoft. Across both companies, she worked at the forefront of AI commercialization, helping enterprise teams navigate the shift from emerging technology to real-world adoption.

Purna is best known for her work on AI ROI, agentic AI, and the future of AI-powered customer experiences. Her frameworks on quality lift, capability unlock, and AI-driven growth have helped leaders rethink how they evaluate the business value of AI beyond simple productivity metrics.

A bestselling and award-winning author of <i>High-Impact Content Marketing</i>, Purna has keynoted in 20 countries and been featured in publications including<i> The Drum, Adweek, Search Engine Land,</i> and<i> The Next Web.</i> She has been named Content Marketer of the Year, Search Personality of the Year, and an Adweek Young Influential.

When she's not speaking or advising teams on AI strategy, you'll usually find her gardening, making an ambitious mess in the kitchen, or drinking an unreasonable amount of masala chai.</p>

Purna Virji is a globally renowned content strategist and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is an award-winning former journalist. Virji is a top-rated international keynote speaker and has been featured in The Drum, TNW, Marketing Land and Adweek. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.