Social media and Content Marketing. Guideline

      Аннотация: Social media is so deeply entrenched in our everyday lives. Marketing professionals realize the importance of social media as a marketing communication tool. However, nowadays it is not enough to just raise awareness hoping to connect with customers. Marketers have to create strategies, so called content marketing strategies, to build a sustainable customer relationship that pays off in the long run. Creating, as well as evaluating the effectiveness of such strategies poses challenges to companies that they have to overcome. This book provides a deeper insight into the opportunities and challenges of social media content marketing. Furthermore, it is a framework of how to create and measure successful social media marketing activities.

Ключевые слова: Content Marketing, Social Media, marketing metrics