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Powerful B2B content : using brand journalism to create compelling and authentic storytelling /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Flashman, Gay, author. |
| 서명/저자사항 | Powerful B2B content :using brand journalism to create compelling and authentic storytelling /Gay Flashman. |
| 발행사항 | London, United Kingdom ; New York, NY : Kogan Page Limited, 2020. |
| 형태사항 | 1 online resource (xx, 228 pages) |
| 소장본 주기 | Added to collection customer.56279.3 |
| ISBN | 1789661005 9781789661002 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Cover -- Contents -- List of figures and tables -- About the author -- Foreword -- Acknowledgements -- 01 Why use brand journalism as part of your content marketing mix? -- Making your brand a contender -- A crisis of trust -- The opportunity: brand purpose -- The complex path to a sale -- Finding ways to connect -- The rise of brand purpose -- Notes -- 02 A newsroom approach: defining brand journalism for the b2b marketer -- Brand journalism: a definition -- How to create brand journalism -- Approaches to story creation -- Notes -- 03 Building your storytelling strategy Creating your approach -- Define your goals and outcomes -- Map your audience -- Agree your style and tone -- Find your rhythm -- Develop a commissioning process -- Notes -- 04 Finding the narrative: telling the stories that matter -- Sourcing stories with impact -- Which stories should your organization create? -- Finding stories that resonate -- Planet: Researching the conversation ecosystem -- Purpose: Leading with your values -- People: Demonstrating your human side -- Process: Researching your business or industry environment -- Product: Your business making a difference Don't forget 'the brand' -- Notes -- 05 Story mining: uncovering your powerful brand journalism -- Establishing your process -- Building a range of story types -- Sense-checking with an editorial board -- Know your rivals -- Notes -- 06 Choosing your format: audience needs and the power of text -- Planning your approach -- How to start writing great content -- Choosing the right approach -- Arresting the scroll with your content -- Notes -- 07 Choosing your format: developing visual, video and audio content -- Video delivering brand journalism -- Short-form social videos -- Interview video Live video coverage -- Using imagery for your complex storytelling -- Audio: the rise of podcasting -- Notes -- 08 Content hubs: finding a home for your stories -- Taking the blog to the next level -- The standalone brand name -- Find the right stories -- Create a clear structure -- Notes -- 09 Distribution and amplification: growing loyal audiences -- Optimize organic distribution -- Integrate search -- Max out on social media -- Build with paid distribution -- Other paid strategies -- Other paid approaches -- Notes -- 10 Thought leadership: insight from your people Establish your vision and outcomes -- Developing your talent pool -- Employees hold the key -- Thought leadership inspiration -- Content success factors -- Ideation and creation support -- Notes -- 11 Measuring impact: building a metrics framework -- Investing for the long term -- Measurement throughout the customer journey -- Stretching the value -- Notes -- 12 Bringing your newsroom to life -- Finding the smarts -- Outsourcing of content -- The perfect team -- Reflecting the newsroom structure -- Notes -- Index |
| 요약 | "Global audiences are sceptical about advertising content, banner ads and promotional messaging that pushes content or products at them. In the B2B market, building an authentic brand is even more difficult and buying decisions are more complicated, take longer and are more involved. Building trust and credibility requires time and effort. Powerful B2B Content helps readers understand the importance of a brand narrative and explains how successful organizations can create brand journalism content that has influence and impact. Using the rigor of journalistic practices and constructing content that is developed and crafted with a journalist's sensibility, B2B companies will ensure that stories are engaging and eye-catching, develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains what makes a great story, describes what audiences want to hear and shows the most effective way to deliver it. By creating focused content that is tailored to a B2B audience, Powerful B2B Content will help B2B organizations listen, observe, understand their customer's goals and deliver an experience that their customers know they can trust"-- |
| 일반주제명 | Industrial marketing. Branding (Marketing) Storytelling. Branding (Marketing) Industrial marketing. Storytelling. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Flashman, Gay.Powerful B2B contentLondon, United Kingdom ; New York, NY : Kogan Page, 2020.9781789661019 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2331865 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00016847 | 658.8/04 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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