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Author Jutkowitz, Alexander, 1968- author

Title The strategic storyteller : content marketing in the age of the educated consumer / Alexander Jutkowitz
Published Hoboken, New Jersey : John Wiley & Sons, Inc., [2017]
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Description 1 online resource (xii, 161 pages)
Contents Cover; Title Page; Copyright; Contents; Introduction: A Call for Storytellers; Chapter 1: Wisdom, Wonder, and Delight; Glamour and Grammar; The Power of Stories; This Is Your Brain on Good Content; Strategies of Delight; The Runway and the Beltway: Informal Networks of Influence; How Good Content Helps Us Be Our Best Selves; Content Creates Guiding Narratives; What's Old Is New Again; How to Find Good Stories; Take me to your Leader; Play up; Getting the Story Approved; Chapter 2: The Age of the Educated Consumer; Why Politics Won't Teach You about Marketing; The Educated Consumer
Chapter 3: It's about Human NatureLearning from the Best Human Storytellers; Chapter 4: It's Life Stages, Not Ages: The Generation Myth and the Power of Personalization; Data and Privacy; The Evolution of Personalization; Personalization for B2B; Dynamic Home Pages; Recommending Content Takes Experimentation and Hard Work; Push Relevant Content to Users, but Never too Often; Limit the Number of E-Mails you Send, and Keep them Personal; Approach Each Social Platform with a Distinct Strategy; Mobile and Omnichannel Personalization; Taking Personalization Off-Line
Chapter 5: Atomize, Serialize, Magnetize, and Keep Your VelocitySolving for Distribution; Atomization; Serialization; Magnetization; Keeping your Velocity; Velocity Is Transformational; Chapter 6: Only Connect: Creativity and Consistency; Building a Content Culture; Inspiring Organization-wide Creativity; Individual Creativity; Practical Ideas for Sparking Creativity; Connectivity; How Brands Evolve; Chapter 7: Content Marketing Applied Part 1; Content Marketing Applied: The Content Hub; The Process of Creating a Hub; The Basics of Creating a Content hub, and what to Consider for Each Stage
Thought LeadershipHave a Strong Visual Vocabulary; Video; Images, Illustrations, Infographics, and Interactives; Emerging Platforms; The Best Content Hubs ... ; Internal Communications; Chapter 8: Content Marketing Applied Part 2; Knowledge Transfer: Putting It All Together; How the Industry Is Changing; Chapter 9: Asymmetrical Thinking; Afterword: The Future of Storytelling; Index; EULA
Summary A comprehensive, practical guide to transformative storytelling, this insightful book provides the tools to build stories in a new way that coexists with the accelerated, complex tempo of our lives. -- Edited summary from book
Notes Includes index
Online resource; title from digital title page (viewed on December 29, 2017)
Subject Content (Psychology)
Form Electronic book
LC no. 2017032080
ISBN 111934509X (electronic book)
1119351448 (electronic book)
9781119345091 (electronic book)
9781119351443 (electronic book)