Strategic Content Marketing offers a comprehensive guide to plan, create, implement and analyse an effective content marketing strategy in practice.

Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples, alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, whilst reflective questions and activities aid comprehension. On reading, students will understand:

• The definition, purpose and practical implementation of a content marketing programme
• The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives
• The most effective and valued forms of content marketing, how they are structured and used, including a special focus on digital and B2B content marketing
• How to create persuasive content and measure the effectiveness of content marketing
• The careers, associated competencies, and software technologies in the burgeoning field of content marketing.

This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying Content Marketing, Inbound Marketing, Marketing Communications, Digital and Social Media Marketing and Public Relations. In practice, the book is also highly valuable for practising professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions.
About the Author:

Rebecca Geier is Chief Marketing Officer of ChemVM Technologies, a digital software start-up. Geier is also CEO of RIVE Advisors, a consulting agency, where she provides strategic marketing, management, and communications services for executives at engineering, technology and SaaS companies. Prior to founding RIVE, she co-founded TREW Marketing, a boutique marketing agency uniquely serving engineering and scientific companies targeting technical markets where she served as CEO from its founding until August 2018. For over 30 years, Rebecca has worked with technical professionals to develop their brand and tell their company's stories to target audiences. She has worked in corporate marketing settings, founded and served as CEO of her own marketing agency serving B2B technical markets, and has served as Chief Marketing Officer of two SaaS startups in the chemical industry and AI software. She has uniquely worked alongside engineers and scientists to develop specific, measurable content strategies and persuaded those who previously believed marketing doesn't work for skeptical, technical audiences. Named by Wall Street Journal editors among American's Most Innovative Entrepreneurs, Rebecca has also dedicated time to researching the modern buying journey and published annual reports that are read by tens of thousands of engineering business leaders around the world. Based on her research and decades of practice, in 2016, she published her book Smart Marketing for Engineers: An Inbound Marketing Guide to Reaching Technical Audiences.

Dan Farkas is a Lecturer of Strategic Communication at Ohio State University, US. Dan has taught courses on research methods, strategy, content creation, crisis communication, analytics, and measurement. Dan also advises student chapters of the Public Relations Student Society of America. In Dan's 12 years of advising, his chapters have earned national recognition including Chapter of the Year, Student Run Firm of the Year, Pacesetter, and Star Chapter. For this mentorship, Dan is one of only 19 people to have earned the Walt Seifert Award for Outstanding Service to PRSA. A nationally sought keynote speaker on emerging marketing, Dan is also a business owner who helped clients receive media coverage with ESPN, the New York Times, Washington Post, BBC, NPR, and Associated Press. Dan has earned more than 20 awards for his work in television news, where his work appeared on CNN, MSNBC, and SI.com. He currently hosts the Strategic Communicator podcast through the Marketing Podcast.