Brand Journalism
Brand Journalism

Author: Andy Bull

Publisher: Routledge

Published: 2013-06-26

Total Pages: 289

ISBN-13: 1136185992

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Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Brand Journalism
Brand Journalism

Author: Andy Bull

Publisher: Routledge

Published: 2013-06-26

Total Pages: 252

ISBN-13: 1136185984

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Responding to the newly-emerging trend of organisations hiring journalists to create content on their behalf, Brand Journalism is the first comprehensive, practical guide to this hybrid form of traditional journalism, marketing and public relations. This textbook takes a direct and practical approach to the subject, showing journalists and journalism students how they can apply their skills to working for a brand, and showing those who work for non-media organisations how their organisation can acquire the skills necessary to become a multimedia publisher. Areas covered include: • Establishing the audience your brand wants to engage with • Identifying your organisation’s business goals • Developing a brand journalism strategy to help deliver those business goals • Measuring the results of your brand journalism strategy The book also features a wealth of case studies on the subject and offers an invaluable companion website - www.brand-journalism.co.uk.

Commercial Communication in the Digital Age
Commercial Communication in the Digital Age

Author: Gabriele Siegert

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2017-04-10

Total Pages: 278

ISBN-13: 3110416794

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In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.

Your Brand, the Next Media Company
Your Brand, the Next Media Company

Author: Michael Brito

Publisher: Pearson Education

Published: 2014

Total Pages: 272

ISBN-13: 0789751615

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"Content is now king - and if you're a brand marketer, you need to be a media company, too. Your Brand, The Next Media Company brings together the strategic insights, operational techniques, and insights and practical approaches for transforming your brand into a highly successful media company - and a winning social business! Social business pioneer Michael Brito covers every step of the process, including: Understanding your social customer and their new world Planning your social business and content strategies Building infrastructure and teams, and setting the stage for transformation Identifying and overcoming the specific content challenges you face Recognizing the central role content now plays Developing your content message Transitioning from brand messaging to high content relevancy Moving from content creation to curation to aggregation Successfully integrating paid, earned, and owned media content Distributing the right content at the right time through the right channels to the right customers Mastering the critical new roles of the community manager in your media company Evaluating the content technology vendors and software platforms vying for your businessAlong the way, Brito presents multiple case studies from brand leaders worldwide, including Coca Cola, RedBull, Oreo, Skittles, Old Spice, Dos Equis, Gatorade, Tide, and the NFL - delivering specific, powerfully relevant insights you can act on and profit from immediately." --Publisher description.

Digital Tools for Academic Branding and Self-Promotion
Digital Tools for Academic Branding and Self-Promotion

Author: Cabrera, Marga

Publisher: IGI Global

Published: 2016-10-31

Total Pages: 272

ISBN-13: 1522509186

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Reputation can be a pivotal factor to potential success throughout one’s academic career. By utilizing available technological assets and tools, professionals can effectively manage their personal brands. Digital Tools for Academic Branding and Self-Promotion is an authoritative reference source for the latest research on the interrelationship between digital branding and academic reputation. Showcasing relevant digital platforms and techniques, this book is a compendium of vital material for academics, professionals, practitioners, and marketers interested in effective reputation management.

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Author: Joe Pulizzi

Publisher: McGraw Hill Professional

Published: 2013-09-27

Total Pages: 368

ISBN-13: 0071819916

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Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and “stories” tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.

Multimedia Journalism
Multimedia Journalism

Author: Andy Bull

Publisher: Routledge

Published: 2015-10-05

Total Pages: 637

ISBN-13: 1317646096

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Multimedia Journalism: A Practical Guide, Second edition builds on the first edition’s expert guidance on working across multiple media platforms, and continues to explore getting started, building proficiency and developing professional standards in multimedia journalism. The second edition features new chapters including: getting started with social media live reporting building proficiency with Wordpress building apps for smartphones and tablets building a personal brand and developing a specialism long-form video journalism, audio and video news bulletins and magazine programmes. The new edition also includes an extensive range of new and updated materials essential for all aspects multimedia journalism today. New areas explored include editing video and slideshows for mobile and tablet devices, the advanced use of mobile devices for reporting, location-specific content creation and delivery, the use of video and audio slideshows, and live blogging. Other updates include more material on photojournalism as a storytelling technique, using and transferring digital images and sound, the use of Google Analytics, and practical guides to storytelling through infographics, timelines, interactive graphics and maps. The book fully engages with multimedia journalism in relation to range of social media and web publishing platforms, including Wordpress, Blogger, Tumblr, Twitter, Facebook, Google+, YouTube, Instagram, Pinterest, SoundCloud, AudioBoom and iTunes. The book is also be supported by fully updated online masterclasses at www.multimedia-journalism.co.uk.

Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

Author: Miguélez-Juan, Blanca

Publisher: IGI Global

Published: 2023-01-09

Total Pages: 463

ISBN-13: 1668439727

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In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.

Commercial Communication in the Digital Age
Commercial Communication in the Digital Age

Author: Gabriele Siegert

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2017-04-10

Total Pages: 387

ISBN-13: 3110416832

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In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities to publish, get informed or communicate – to “co-create” –, and to reach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questions and related issues.

Powerful B2B Content
Powerful B2B Content

Author: Gay Flashman

Publisher: Kogan Page Publishers

Published: 2020-01-03

Total Pages: 249

ISBN-13: 1789661005

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Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman. Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort. Addressing these changes, Powerful B2B Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact. Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences. Building on many years' experience in award-winning newsrooms, Gay Flashman explains: - What makes a great story? - What audiences want to hear; - And shows the most effective ways to deliver it By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.