1st Edition

Digital Content Marketing Creating Value in Practice

    256 Pages 41 Color Illustrations
    by Routledge

    256 Pages 41 Color Illustrations
    by Routledge

    Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics.

    Filled with contemporary examples of the most successful creative content marketing practices, case studies and professional advice from subject experts, this text offers an in-depth view of the world of content marketing from a value-based perspective. The textbook also includes practical advice on content marketing ideation, content management and content curation, as well as offering recommendations for the best content marketing software.

    The textbook offers a good balance of both theory and practice and is suitable for advanced undergraduate students and postgraduate students studying content marketing, digital marketing or social media marketing. Support material includes an instructor manual, chapter-by-chapter PowerPoint slides and a test bank of exam questions.

    1. Introduction to Content Marketing; 2. Content Marketing Planning, Execution and Measurement; 3. Content Marketing ideation: How to generate and manage creative concepts; 4. Value Creation Through Digital Content: Informative Value; 5. Value Creation Through Digital Content: Entertainment Value; 6. Value Creation Through Digital Content: Social Value; 7. Value Creation Through Digital Content: User Co-creation Value; 8. Digital Content and Social Media Influencers; 9. Content Curation: Best Practices and Techniques; 10. Content Marketing and Sponsorship; 11. The Dark Side of Content Marketing; 12. Contemporary and Emerging Content Marketing Trends


    Dr Agata Krowinska is a Lecturer in Digital Marketing at The Business School at Edinburgh Napier University.

    Prof Dr Christof Backhaus is Professor of Marketing and Head of Research at The Business School at Edinburgh Napier University.

    Benjamin Becker has been working for Omnicom Media Group Germany for 10 years. As Managing Partner, he is responsible for the group's new business and corporate communications as well as business transformation.

    Fabian Bosser works at Omnicom Media Group Germany, with the Team responsible for the development of new products, content strategies and customized models in an international context.