High-Impact Content Marketing

Strategies to Make Your Content Intentional, Engaging and Effective
2. Revised Auflage 2027
ISBN: 978-1-3986-3101-4
Verlag: Kogan Page Ltd

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

Unlock the true potential of your content marketing strategy by creating meaningful engagement, drive conversion rates and boost customer retention with the second edition of this book.

Content marketing is at a crucial inflection point: marketing teams are required to be budget conscious, while managing the impact of AI on their work and the demands of the audience for authenticity. High-Impact Content Marketing shows how to succeed by taking a streamlined yet strategic approach, grounded in behavioral science principles, to standing out and driving revenue impact. It covers time-proven strategies to create inclusive and engaging video, audio, social media and longer-form content and shows marketers how to accurately measure the return on investment. Readers will also learn how to master content distribution across channels such as websites, blogs, email and social media networks to maximize reach, engagement and impact in the era of agentic AI.

The 2nd edition includes a new chapter on augmenting AI into the content workflow, material on multi-touch attribution frameworks and revenue influence tracking and inclusive prompt engineering to ensuring AI tools don't reflect training data biases. It also shows how subject matter expertise creates competitive advantage AI cannot replicate, guiding readers to embrace authenticity over polished corporate content.

With easy-to-implement frameworks, actionable guides and examples from the likes of Patagonia, Duolingo and Morning Brew, High-Impact Content Marketing is an essential blueprint for ensuring the long-term success of your content marketing strategy

Autoren/Hrsg.

Virji, Purna

Fachgebiete

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

Inhaltsverzeichnis

Section - ONE: Evolve or perish with the status quo; Chapter - 01: Reinvent and future-proof your 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 - TWO: 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; Chapter - 07: The AI-Augmented content workflow; Section - THREE: Design a high-impact strategy; Chapter - 08: Strategy and measurement - the revenue revolution; Chapter - 09: Strategic ideation in the AI era; Section - FOUR: Create and distribute the high-impact way; Chapter - 10: The strategic imperative of inclusive content; Chapter - 11: Time-proven copywriting and storytelling; Chapter - 12: Build with distribution in mind

Über Autor(innen)

Virji, Purna
Purna Virji is a globally recognized content strategist and the Principal Consultant, Content Solutions at LinkedIn. Based in Philadelphia, Pennsylvania, she previously led global learning and thought leadership programmes for Microsoft and is also an award-winning former journalist. A regular top-rated international keynote speaker, she has been featured in publications including The Drum, TNW, Marketing Land and Adweek. She has been recognized as an Adweek Young Influential, the Search Personality of the Year by the US Search Awards and the most influential PPC Expert in the world by PPC Hero. Virji is also an Honoured Listee on the Marquis Who's Who 2023 list.

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. Based in Philadelphia, Pennsylvania, 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 Content Marketer of the Year 2025 by WICMA (Women in Content Marketing Awards).