Content, the atomic particle of marketing : the definitive guide to content marketing strategy
Rebecca Lieb with Jaimy Szymanski
- London, UK : Kogan Page, c2017.
- xvi, 223 p. ; ill. ; 24 cm.
About the author -- Preface -- Acknowledgements -- The shift to content marketing -- Content marketing versus content strategy -- Converged media -- Native advertising -- Organizing for content -- A culture of content -- Global content strategy -- Real-time marketing -- Content marketing software -- Content marketing performance -- Contextual campaigns -- Index.