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Inside Content Marketing: EContent Magazine's Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

Magazine article Online Searcher

Inside Content Marketing: EContent Magazine's Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

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** 1/2

Inside Content Marketing: EContent Magazine's Guide to Roles, Tools, and Strategies for Thriving in the Age of Brand Journalism

By Theresa Cramer

ISBN: 978-1-937290-06-1

Published: 2016

Pages: 208

Price: $17.95

Available from: Information Today, Inc., 143 Old Marlton Pike, Medford, NJ

08055; books.infotoday.com

[ILLUSTRATION OMITTED]

Content marketing carries a lot of buzz these days. This brief guide will help you see what it is all about and how you can get involved. While definitely not aimed at libraries--it slants toward journalists, marketers, and publishers--it is worth reading for two reasons. First, the more people use good content to market products, the more you, as a librarian, need to know about how to identify the content as marketing and manage it accordingly. Second, as managers of content, perhaps content marketing can work for your library.

The author has experience in both newspaper and book publishing and has been with EContent magazine (published by Information Today, Inc.) since 2008, first as associate editor and then as editor since 2011. She has drawn on her experience and contacts to develop this handy guide and includes interviews with marketing experts and journalists.

The author believes that content marketing is a three-legged stool with marketers, journalists, and publishers as equal supports. Hence, the book is divided into three parts--each focuses on the perspectives of one support. The marketing section explains what content marketing is, provides examples from the past 100 years (which proves content marketing didn't start as technology-driven), and explains why you want a journalist as your chief story teller, whether it's an employee or a freelancer. …

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