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‘Content’ is more than just the latest marketing buzzword. As more advertisers than ever compete for our attention via a plethora of screens, customers are learning to tune out of ‘push’ messaging noise, and instead respond to and interact with the kind of ‘pull’ content that offers what they actually want, when they need it.
Content is the critical factor that underpins every aspect of a brand’s marketing. It touches a company’s website, social media, blog, paid advertising, search marketing and even email. But while most businesses have started to embrace the importance of creating good content, very few do so with any overarching strategy. Now this new book provides practical advice on how to build a customer-centric content strategy in order to reach long-term business objectives.
The author, Rebecca Lieb, is a global industry thought-leader on content marketing, having conducted and published more research in the field than anyone else. She has helped many of the world’s leading organisations with digital marketing innovation, including Facebook, Nestle, Adobe, IBM and Save the Children, and now shares the insights from her in-depth research to provide invaluable advice that any business can use.