Data-driven marketing content : a practical guide

著者

    • Wilson, Lee

書誌事項

Data-driven marketing content : a practical guide

Lee Wilson

Emerald, 2019

  • : print

大学図書館所蔵 件 / 全4件

この図書・雑誌をさがす

注記

Includes bibliographical references (p. [165]-167) and index

内容説明・目次

内容説明

In the world we live in today, more data is being generated than at any other period in human history. However, this wealth of information is causing a data dilemma for small to medium sized enterprises (SMEs), entrepreneurs, and practitioners. With marketing companies and experts struggling to produce business content that delivers strong marketing results and SME's being overshadowed by data-aware super-brands that are already heavily investing in data-driven content, Lee Wilson offers a solution that can rectify the performance divide. Data-Driven Marketing Content: A Practical Guide empowers businesses, regardless of industry, size, or competition level, to understand, identify and act on big-data opportunities. The guide shares unique processes, approaches, and frameworks which can be applied to every company need, leading you towards efficient and effective content creation that repeatedly returns on investment. Through a combination of practical expertise and personal insights, this book instructs and enables practitioners and entrepreneurs to overcome everyday business content barriers and yield increased results from every piece of content created.

目次

Chapter 1. Introducing data-driven content a. Data-driven content b. Business insights c. Content creation Chapter 2. Understanding the data ecosystem a. Machine learning (ML) b. Artificial Intelligence (AI) c. Qualitative data d. Quantitative data Chapter 3. Data collection and management a. Data collection points b. Managing your data c. The role of GDPR Chapter 4. Transforming data into content a. Understanding your audience b. Deriving data insight c. Creating a content action plan Chapter 5. Understanding why your content isn't working a. Overcoming content pain points b. Bridging and integrating mediums Chapter 6. Creating content for marketing channels a. Search Engine Optimisation (SEO) b. Paid Advertising (PPC) c. Social Media d. Emails and Newsletters Chapter 7. Overcoming content barriers a. Content for websites b. Content for ecommerce sites / stores c. Content for mobile devices d. Content for voice & screenless search Chapter 8. Making your content work harder a. Revitalising existing content b. Identifying new content c. Your content creation framework Chapter 9. Evaluating content success a. Setting benchmarks, goals and objectives b. Choosing the best KPIs c. Reporting on results Chapter 10. The future of data-driven content a. The role of the machine b. The role of the human c. Human/computer collaboration

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