The strategic storyteller : content marketing in the age of the educated consumer / Alexander Jutkowitz
- Author:
- Jutkowitz, Alexander, 1968-
- Published:
- Hoboken, New Jersey : John Wiley & Sons, Inc., [2017]
- Physical Description:
- xii, 161 pages ; 24 cm
- Contents:
- Machine generated contents note: ch. 1 Wisdom, Wonder, and Delight -- Glamour and Grammar -- The Power of Stories -- This Is Your Brain on Good Content -- Strategies of Delight -- The Runway and the Beltway: Informal Networks of Influence -- How Good Content Helps Us Be Our Best Selves -- Content Creates Guiding Narratives -- What's Old Is New Again -- How to Find Good Stories -- ch. 2 The Age of the Educated Consumer -- Why Politics Won't Teach You about Marketing -- The Educated Consumer -- ch. 3 It's about Human Nature -- Learning from the Best Human Storytellers -- ch. 4 It's Life Stages, Not Ages: The Generation Myth and the Power of Personalization -- Data and Privacy -- The Evolution of Personalization -- Personalization for B2B -- Mobile and Omnichannel Personalization -- Taking Personalization Off-Line -- ch. 5 Atomize, Serialize, Magnetize, and Keep Your Velocity -- Solving for Distribution -- Velocity Is Transformational -- ch. 6 Only Connect: Creativity and Consistency -- Building a Content Culture -- Inspiring Organization-wide Creativity -- Individual Creativity -- Connectivity -- How Brands Evolve -- ch. 7 Content Marketing Applied Part 1 -- Content Marketing Applied: The Content Hub -- The Process of Creating a Hub -- Thought Leadership -- Have a Strong Visual Vocabulary -- Emerging Platforms -- The Best Content Hubs... -- Internal Communications -- ch. 8 Content Marketing Applied Part 2 -- Knowledge Transfer: Putting It All Together -- How the Industry Is Changing -- ch. 9 Asymmetrical Thinking.
- Subject(s):
- ISBN:
- 9781119345114 hardcover
1119345111 hardcover - Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 21589069