Chapter
Introduction: mapping the Content marketing territory
Group 1: Content-as-‘just marketing’ definition approaches
Group 2: trade-discipline-based definition approaches
Group 3: consumer-centric definition approaches
Group 4: definition approaches based on narrative/aesthetic feel
Group 5: do we need a definition at all?
PART ONE Content marketing: a new and better promise?
01 Why Content is seen as the solution to current marketing challenges
Reasons to see Content as a potential solution
02 Experience Economy: brand and customer experience as Content enablers
What has Content got to do with the Experience Economy?
The Experience Economy: a bigger promise
03 How Content can help build sustainable brands with better purposes
Content starts with purpose?
PART TWO How Content changes the way we all do business
04 Creative agency perspective: how Content impacts creativity, process and revenue
The binary equation of agencies and its two tribes
A new set of optics to resolve the binary equation
05 Media agency perspective: how Content impacts creativity, process and revenue
Eco-system changes driving media agency reinvention
New roles for the media agency
Impact of Content on the business model
Creative and media agencies as agents for contextualizing choice
The role of data and media agencies in creating ‘empathic media’
PART THREE Data, new formats and the role of Content in the consumer journey
06 Content distribution and its role in the consumer journey
Main conceptual and organizational challenges with context
The role of Content in search
The role of Content in conversion
The role of Content post-sale and in customer service
07 Content and storytelling in the age of user data abundance
Problems with data – hype, waste and narrow-mindedness…
Towards a better data promise
08 The evolution of Content formats: from text to video to AR/VR to AI…
The new age of affectiveness
New storytelling models for immersive spaces
Some possible Content challenges with the new affective spaces
PART FOUR How to measure and evaluate Content marketing
09 Key measurement issues relating to Content marketing
Measuring the right things: evaluation ‘canvases’
Measuring things right: key metrics debates
PART FIVE Content marketing: not such a new and better promise?
10 The rejecter’s manifesto: key arguments against the Content marketing ‘mirage’
Content marketing is nothing new
Content is about hyped-up delivery systems, not ideas
Content doesn’t work – brands don’t understand how attention flows online
TV is still doing well – even with young people
11 Content marketing and ethics: challenges, threats and balancing acts
The ‘dark comms’ challenge: manipulation by opacity
The crumbling separation between advertising and editorial
The ‘empathic media and datafication of emotional lives’ challenge
The ‘Huxleyan’ challenge: Content as the tool for amusing ourselves to death
The Definitive Guide to Strategic Content Marketing
：Perspectives, Issues, Challenges and Solutions
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