Advertisement
| content marketing higher education: Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses Joe Pulizzi, 2015-09-04 “Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.” -Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0 How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.” -Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written. -Jay Baer, New York Times bestselling author of Youtility The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves! -David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy. -Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling. -Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model. -John Lee Dumas, Founder, EntrepreneurOnFire The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint. -Scott Stratten, bestselling author and President of UnMarketing Inc. Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort! -Scott Maxwell, Managing Partner/Founder OpenView Venture Partners |
| content marketing higher education: Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Joe Pulizzi, 2013-09-27 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. |
| content marketing higher education: Competition in Higher Education Branding and Marketing Antigoni Papadimitriou, 2017-10-06 This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity. |
| content marketing higher education: EBOOK: Marketing Higher Education Felix Maringe, Paul Gibbs, 2008-12-16 How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, ‘University’, the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today. |
| content marketing higher education: International Marketing of Higher Education Terry Wu, 2016-09-15 This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today. |
| content marketing higher education: Choosing Futures Nicholas Foskett, Jane Hemsley-Brown, 2002-11 Choosing Futures offers a wide ranging perspective on how young people, and their parents, make choices as they travel through a lifetime of education and training. |
| content marketing higher education: Event Marketing in the Context of Higher Education Marketing and Digital Environments Florian Neus, 2020-02-25 Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented. About the Author: Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments. |
| content marketing higher education: How to Market a University Teresa Flannery, 2021-01-12 How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy. |
| content marketing higher education: Action Trumps Everything Charles F. Kiefer, Leonard A. Schlesinger, Paul B. Brown, 2010 |
| content marketing higher education: Brandscaping Andrew Davis, 2012-08 Brandscaping uncovers how unconventional content partnerships lead to unparalleled marketing success. You'll learn how to bring together like-minded brands and undiscovered talent to create content that increases demand and drives sales. Brandscaping is a big, infectious idea designed to be embraced by C-suite executives and implemented by savvy marketing professionals. --Back cover. |
| content marketing higher education: Generation Z Goes to College Corey Seemiller, Meghan Grace, 2016-01-19 Say Hello to Your Incoming Class—They're Not Millennials Anymore Generation Z is rapidly replacing Millennials on college campuses. Those born from 1995 through 2010 have different motivations, learning styles, characteristics, skill sets, and social concerns than previous generations. Unlike Millennials, Generation Z students grew up in a recession and are under no illusions about their prospects for employment after college. While skeptical about the cost and value of higher education, they are also entrepreneurial, innovative, and independent learners concerned with effecting social change. Understanding Generation Z's mindset and goals is paramount to supporting, developing, and educating them through higher education. Generation Z Goes to College showcases findings from an in-depth study of over 1,100 Generation Z college students from 15 vastly different U.S. higher education institutions as well as additional studies from youth, market, and education research related to this generation. Authors Corey Seemiller and Meghan Grace provide interpretations, implications, and recommendations for program, process, and curriculum changes that will maximize the educational impact on Generation Z students. Generation Z Goes to College is the first book on how this up-and-coming generation will change higher education. |
| content marketing higher education: Digital Marketing Fundamentals (Student Edition) Adam Wilkins, Shawn Moore, Rebecca Saloustros, 2016-02-19 Digital marketing has become the primary channel for businesses large and small to communicate with prospective customers. Digital Marketing Fundamentals lays the groundwork for students to understand how online and offline marketing methods work together to deliver results. Students will learn the terms and concepts used in the industry and how they are applied in practical terms |
| content marketing higher education: Higher Education Opportunity Act United States, 2008 |
| content marketing higher education: Social Media in Higher Education Chris Rowell, 2019 How does social media affect working life in Higher Education? How are universities harnessing its power to aid student learning? This innovative collection brings together academics and those working in professional services to examine these questions and more. The diverse and expert contributors analyse the many ways social media can be used to enhance teaching and learning, research, professional practice, leadership, networking and career development. The impact of social media is evaluated critically, with an eye both to the benefits and the problems of using these new forms of digital communication. This is the first volume to give such detailed attention to this area of high interest. Its innovative approach extends to its creation, with contributors found via their presence on Twitter. The short and impactful chapters are accessible while retaining an academic focus through their application of relevant learning theories and educational context. Social Media and Higher Education is essential reading for any professional working in higher education, including lecturers teaching education courses. It is also significant for researchers looking at more recent developments in the field and what it means to work in a modern higher education environment.--Publisher's website. |
| content marketing higher education: The Real World of College Wendy Fischman, Howard Gardner, 2022-03-22 Why higher education in the United States has lost its way, and how universities and colleges can focus sharply on their core mission. For The Real World of College, Wendy Fischman and Howard Gardner analyzed in-depth interviews with more than 2,000 students, alumni, faculty, administrators, parents, trustees, and others, which were conducted at ten institutions ranging from highly selective liberal arts colleges to less-selective state schools. What they found challenged characterizations in the media: students are not preoccupied by political correctness, free speech, or even the cost of college. They are most concerned about their GPA and their resumes; they see jobs and earning potential as more important than learning. Many say they face mental health challenges, fear that they don’t belong, and feel a deep sense of alienation. Given this daily reality for students, has higher education lost its way? Fischman and Gardner contend that US universities and colleges must focus sharply on their core educational mission. Fischman and Gardner, both recognized authorities on education and learning, argue that higher education in the United States has lost sight of its principal reason for existing: not vocational training, not the provision of campus amenities, but to increase what Fischman and Gardner call “higher education capital”—to help students think well and broadly, express themselves clearly, explore new areas, and be open to possible transformations. Fischman and Gardner offer cogent recommendations for how every college can become a community of learners who are open to change as thinkers, citizens, and human beings. |
| content marketing higher education: Developing Writers in Higher Education Anne Ruggles Gere, 2019-01-02 For undergraduates following any course of study, it is essential to develop the ability to write effectively. Yet the processes by which students become more capable and ready to meet the challenges of writing for employers, the wider public, and their own purposes remain largely invisible. Developing Writers in Higher Education shows how learning to write for various purposes in multiple disciplines leads college students to new levels of competence. This volume draws on an in-depth study of the writing and experiences of 169 University of Michigan undergraduates, using statistical analysis of 322 surveys, qualitative analysis of 131 interviews, use of corpus linguistics on 94 electronic portfolios and 2,406 pieces of student writing, and case studies of individual students to trace the multiple paths taken by student writers. Topics include student writers’ interaction with feedback; perceptions of genre; the role of disciplinary writing; generality and certainty in student writing; students’ concepts of voice and style; students’ understanding of multimodal and digital writing; high school’s influence on college writers; and writing development after college. The digital edition offers samples of student writing, electronic portfolios produced by student writers, transcripts of interviews with students, and explanations of some of the analysis conducted by the contributors. This is an important book for researchers and graduate students in multiple fields. Those in writing studies get an overview of other longitudinal studies as well as key questions currently circulating. For linguists, it demonstrates how corpus linguistics can inform writing studies. Scholars in higher education will gain a new perspective on college student development. The book also adds to current understandings of sociocultural theories of literacy and offers prospective teachers insights into how students learn to write. Finally, for high school teachers, this volume will answer questions about college writing. Companion Website Click here to access the Developing Writers project and its findings at the interactive companion website. Project Data Access the data from the project through this tutorial. |
| content marketing higher education: Marketing Management Greg W. Marshall, Mark W. Johnston, 2022 No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually, digitally, and socially to a greater degree than ever before imagined. Enabled and informed by analytics and new technologies. Accountable to top management through diligent attention to metrics and measurement. Oriented toward service as driver of product. Owned by everybody in the firm to one degree or another-- |
| content marketing higher education: Higher Education and the Evolution of Management, Applied Sciences, and Engineering Curricula Carolina F. Machado, J. Paulo Davim, 2019 In an increasingly complex, competitive, and global world, organizations require highly skilled professionals who have the capacity to proactively answer challenges. Thus, educational institutions must update the curricula of their courses to better contribute to the training and development of professionals in order to ensure that they are prepared to face increasing levels of organizational competitiveness. Higher Education and the Evolution of Management, Applied Sciences, and Engineering Curricula is a collection of innovative research that fosters discussion on the evolution of higher-education in management, applied sciences, and engineering with an emphasis on curriculum development, pedagogy, didactic aspects, and sustainable education. This publication presents models, theories, and tools that allow individuals to take a more strategic role in their organizations. It is ideally designed for managers, engineers, human resource officials, academicians, researchers, administrators, and lecturers. |
| content marketing higher education: Digital Marketing Essentials Jeff Larson, Stuart Draper, 2017 |
| content marketing higher education: The Hidden Curriculum Rachel Gable, 2022-07-26 A revealing look at the experiences of first generation students on elite campuses and the hidden curriculum they must master in order to succeed College has long been viewed as an opportunity for advancement and mobility for talented students regardless of background. Yet for first generation students, elite universities can often seem like bastions of privilege, with unspoken academic norms and social rules. The Hidden Curriculum draws on more than one hundred in-depth interviews with students at Harvard and Georgetown to offer vital lessons about the challenges of being the first in the family to go to college, while also providing invaluable insights into the hurdles that all undergraduates face. As Rachel Gable follows two cohorts of first generation students and their continuing generation peers, she discovers surprising similarities as well as striking differences in their college experiences. She reveals how the hidden curriculum at legacy universities often catches first generation students off guard, and poignantly describes the disorienting encounters on campus that confound them and threaten to derail their success. Gable shows how first-gens are as varied as any other demographic group, and urges universities to make the most of the diverse perspectives and insights these talented students have to offer. The Hidden Curriculum gives essential guidance on the critical questions that university leaders need to consider as they strive to support first generation students on campus, and demonstrates how universities can balance historical legacies and elite status with practices and policies that are equitable and inclusive for all students. |
| content marketing higher education: Content Marketing for Nonprofits Kivi Leroux Miller, 2013-09-03 Nonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention? In her follow-up to The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller shows you how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications. Youll learn how to plan, create, share, and manage relevant and valuable content that inspires and motivates people to support your nonprofit in many different ways. Inside: Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adapting Up-to-date guidance on communicating in a fast-paced, multichannel world How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content Real-world examples from 100+ nonprofits of all sizes and missions This book is your must-have guide to communicating so that you keep the supporters you already have, attract new ones, and together, change the world for the better. |
| content marketing higher education: M: Advertising David H. Schaefer, William F. Arens, Christian Arens, Michael F. Weigold, 2014-04-09 M: Advertising 2e was created with students' and professors' needs in mind. It explores the core principles that drive advertising, using a lively voice that goes beyond academic theory. The authors' goal was to present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's “real life.“ This approach truly transcends the conceptual and propels students into an exciting and practical dimension. Students receive a cost - effective, easy to read, focused text complete with study resources to help them review for tests and apply chapter concepts. Professors receive a text that contains all the pertinent information - yet in a more condensed format that is easier to cover by students. McGraw-Hill Connect assignments are provided to utilise the power of the web, providing application of concepts for students and automatically grade materials to support instructors. |
| content marketing higher education: Content Marketing like a PRO Clo Willaerts, 2023-06-28 This step-by-step marketing approach makes it ever so easy to apply content marketing concepts. Take your content marketing skills to the next level with this comprehensive handbook. Inside, you'll find everything you need to know to develop and execute a successful content marketing strategy, including identifying your target audience, creating compelling content, and distributing it effectively. Then, with case studies and real-world examples, you'll be equipped to create and distribute content that engages and converts your target audience. |
| content marketing higher education: Equity and Inclusion in Higher Education Rita Kumar, Brenda Refaei, 2021-06-30 Faculty across disciplines want to provide equitable and inclusive classrooms to support all students, but they are overwhelmed by the content they must cover and have no time to address equity and inclusion in their teaching. Equity and inclusion need not be seen as extra work but as important objectives that guide curriculum development. This book provides strategies to create a more purposeful, intentional curriculum that addresses equity and inclusion across disciplines without compromising content. We bring together practical lesson plans and instructional options that faculty can use and adapt to deliver content in a way that is mindful of inclusion and equity. |
| content marketing higher education: Higher Education in the Global Age Daniel Araya, Peter Marber, 2013-11-20 Discussions on globalization now routinely focus on the economic impact of developing countries in Asia, Africa, the Middle East, the former Soviet Union and Latin America. Only twenty-five years ago, many developing countries were largely closed societies. Today, the growing power of “emerging markets” is reordering the geopolitical landscape. On a purchasing power parity basis, emerging economies now constitute half of the world’s economic activity. Financial markets too are seeing growing integration: Asia now accounts for 1/3 of world stock markets, more than double that of just 15 years ago. Given current trajectories, most economists predict that China and India alone will account for half of global output by 2050 (almost a complete return to their positions prior to the Industrial Revolution). How is higher education shaping and being shaped by these massive tectonic shifts? As education rises as a geopolitical priority, it has converged with discussions on economic policy and a global labor market. As part of the Routledge Studies in Emerging Societies series, this edited collection focuses on the globalization of higher education, particularly the increasing symbiosis between advanced and developing countries. Bringing together senior scholars, journalists, and practitioners from around the world, this collection explores the relatively new and changing higher education landscape. |
| content marketing higher education: The Integration of the Humanities and Arts with Sciences, Engineering, and Medicine in Higher Education National Academies of Sciences, Engineering, and Medicine, Policy and Global Affairs, Board on Higher Education and Workforce, Committee on Integrating Higher Education in the Arts, Humanities, Sciences, Engineering, and Medicine, 2018-06-21 In the United States, broad study in an array of different disciplines â€arts, humanities, science, mathematics, engineering†as well as an in-depth study within a special area of interest, have been defining characteristics of a higher education. But over time, in-depth study in a major discipline has come to dominate the curricula at many institutions. This evolution of the curriculum has been driven, in part, by increasing specialization in the academic disciplines. There is little doubt that disciplinary specialization has helped produce many of the achievement of the past century. Researchers in all academic disciplines have been able to delve more deeply into their areas of expertise, grappling with ever more specialized and fundamental problems. Yet today, many leaders, scholars, parents, and students are asking whether higher education has moved too far from its integrative tradition towards an approach heavily rooted in disciplinary silos. These silos represent what many see as an artificial separation of academic disciplines. This study reflects a growing concern that the approach to higher education that favors disciplinary specialization is poorly calibrated to the challenges and opportunities of our time. The Integration of the Humanities and Arts with Sciences, Engineering, and Medicine in Higher Education examines the evidence behind the assertion that educational programs that mutually integrate learning experiences in the humanities and arts with science, technology, engineering, mathematics, and medicine (STEMM) lead to improved educational and career outcomes for undergraduate and graduate students. It explores evidence regarding the value of integrating more STEMM curricula and labs into the academic programs of students majoring in the humanities and arts and evidence regarding the value of integrating curricula and experiences in the arts and humanities into college and university STEMM education programs. |
| content marketing higher education: Digital Leadership in Higher Education Josie Ahlquist, 2020 |
| content marketing higher education: Strategic Content Marketing Dan Farkas, Rebecca Geier, 2023-10-11 Strategic Content Marketing offers a comprehensive guide to planning, creating, implementing and analyzing an effective content marketing strategy in practice. Each chapter marries established theory with modern practice, illustrating concepts with real-world case studies and examples alongside interviews with prominent content marketers, including a foreword by Joe Pulizzi, founder of The Content Marketing Institute and often referred to as the Father of Content Marketing. Chapter objectives and summaries structure learning, while reflective questions and activities aid comprehension. On reading, students will understand: The definition, purpose, and practical implementation of a content marketing programme The relationship between content marketing and broader marketing, strategic positioning, buyer personas, and research initiatives The most effective and valued forms of content marketing and how they are structured and used, including a special focus on digital and B2B content marketing How to create persuasive content and measure the effectiveness of content marketing The careers, associated competencies, and software technologies in the burgeoning field of content marketing. This comprehensive text is perfect core and recommended reading for advanced undergraduate and postgraduate students studying content marketing, inbound marketing, marketing communications, digital and social media marketing, and public relations. In practice, the book is also highly valuable for practicing professionals studying for professional qualifications and looking to develop their skills. Online resources include instructor teaching slides, four-color images and templates, and chapter test bank questions. |
| content marketing higher education: Educational Marketing John H. Holcomb, 1993 The American public school system is the biggest business in the world. Too frequently the schools are still thought of as 'the little red schoolhouse' and are marketed to their many and varied clients as such. This book provides a method by which students of teaching and learning, school board members, superintendents of schools, school principals, state and federal lawmakers, educational agencies at all levels might use some of the private sector ideas to effectively and efficiently market their products to the right 'consumers.' Holcomb discusses education as a product as well as a service. It can be measured, evaluated, weighed, verbalized, packaged...and marketed. Used here, 'marketing' is simply the exchange of money, goods, or services for other money, goods, or services. With his extensive experience in educational services, the author offers much to help the public school system. |
| content marketing higher education: Innovations in Digital Branding and Content Marketing Das, Subhankar, Mondal, Subhra Rani, 2020-09-25 In today’s technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today’s consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing. |
| content marketing higher education: A Perfect Mess David F. Labaree, 2017-04-21 Read the news about America’s colleges and universities—rising student debt, affirmative action debates, and conflicts between faculty and administrators—and it’s clear that higher education in this country is a total mess. But as David F. Labaree reminds us in this book, it’s always been that way. And that’s exactly why it has become the most successful and sought-after source of learning in the world. Detailing American higher education’s unusual struggle for survival in a free market that never guaranteed its place in society—a fact that seemed to doom it in its early days in the nineteenth century—he tells a lively story of the entrepreneurial spirit that drove American higher education to become the best. And the best it is: today America’s universities and colleges produce the most scholarship, earn the most Nobel prizes, hold the largest endowments, and attract the most esteemed students and scholars from around the world. But this was not an inevitability. Weakly funded by the state, American schools in their early years had to rely on student tuition and alumni donations in order to survive. This gave them tremendous autonomy to seek out sources of financial support and pursue unconventional opportunities to ensure their success. As Labaree shows, by striving as much as possible to meet social needs and fulfill individual ambitions, they developed a broad base of political and financial support that, grounded by large undergraduate programs, allowed for the most cutting-edge research and advanced graduate study ever conducted. As a result, American higher education eventually managed to combine a unique mix of the populist, the practical, and the elite in a single complex system. The answers to today’s problems in higher education are not easy, but as this book shows, they shouldn’t be: no single person or institution can determine higher education’s future. It is something that faculty, administrators, and students—adapting to society’s needs—will determine together, just as they have always done. |
| content marketing higher education: Words Their Way Donald R. Bear, Marcia Invernizzi, Shane Templeton, Francine R. Johnston, 2012 Words Their Way is a hands-on, developmentally driven approach to word study that illustrates how to integrate and teach children phonics, vocabulary, and spelling skills. This fifth edition features updated activities, expanded coverage of English learners, and emphasis on progress monitoring. |
| content marketing higher education: Talk Triggers Jay Baer, Daniel Lemin, 2018-10-02 Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says let me tell you about this perfectly adequate experience I had last night. The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation. |
| content marketing higher education: ECSM 2022 9th European Conference on Social Media , 2022-05-12 |
| content marketing higher education: EMarketing Rob Stokes, Quirk eMarketing (Firm), The Minds of Quirk, 2010 Review: This book is a fantastic guide to online marketing, and the Internet in general. As a marketing practitioner, I've been finding my way own way through the online world for some time now but have always wondered if what I was doing was 'correct' and it would take me ages to find out what I needed to know through researching online articles, blogs, etc. I found this book to be fairly concise and focused. The references to other online articles that it includes are vast and can they be very absorbing. The best part about this is that it is written by someone that clearly has vast experience in the field and, unlike with some online articles, you get the feeling that what is advised is really 'best practice'. I'd recommend this book for anyone interested in digital marketing. Adam Butchart, Digital Marketing student Blurb: We love the Internet. We love digital and the connected world that we live in. We have spent the last six months gleaning every bit of knowledge, skill and opinion from the creative minds at Quirk. The result is a textbook borne out of more than 12 years of practical experience in the world of digital. For the reader, this translates into applicable insight into marketing in an ever-changing space. This book brings you: 22 Chapters Updated content throughout All new case studies $480 of vouchers* Used by brands, creative agencies and students across the world, Quirk's eMarketing textbook sets the standard for all things digital. Since we published the last edition of the book, it has become increasingly obvious that the various elements of digital marketing work hand in hand, not just benefiting each other through coordination, but actually relying on each other for success. - Rob Stokes (Founder and Group CEO, Quirk) In order to reflect this change, we have restructured the book to mirror our four key agency disciplines: Think, Create, Engage and Optimise. This simplified way of thinking about the digital space makes it easier for students and professionals to benefit from the insights shared. |
| content marketing higher education: Marketing Dhruv Grewal, Michael Levy, 2009-01 Grewal and Levy's Marketing is the first text published since the AMA introduced its new value-based definition of the word Marketing, making it the most modern and forward thinking of all principles of marketing offerings. It seeks to apply the marketing concept. Marketing and its supplementary package was built from scratch by focusing on what the market wants. The motto, Marketing Creates Value permeates this text and is stressed through the main themes of entrepreneurship, service global marketing, and ethics. |
| content marketing higher education: Marketing Higher Education Maringe, Felix, Gibbs, Paul, 2008-12-01 This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. In this respect this book is distinctive. |
| content marketing higher education: Transformation of Higher Education Through Institutional Online Spaces Taiwo, Rotimi, Idowu-Faith, Bimbola, Ajiboye, Simeon, 2023-07-11 The surge in the demand for higher education is closely connected with the liberalization and globalization of education. Websites and social media have been chosen for promotional purposes for obvious reasons – they are globally accessible. For rapid communication of a significant amount of information, virile institutional websites and social media spaces with promotional messages have become very important assets for higher institutions and their stakeholders. Transformation of Higher Education Through Institutional Online Spaces presents multidisciplinary and interdisciplinary approaches to promotional discourses as presented on higher institution online spaces. Covering topics such as brand building and marketing, content marketing, curriculum marketing, digital marketing, higher education digital marketing, and higher education marketing campaigns, this book is ideal for educational website managers, educational institution managers, public relations units, researchers, academicians, practitioners, instructors, and students. |
| content marketing higher education: Digital Content Marketing Agata Krowinska, Christof Backhaus, Benjamin Becker, Fabian Bosser, 2023-11-23 Digital Content Marketing: Creating Value in Practice introduces the principles of the content marketing discipline and serves as a guide to any professional or student who wants to learn how to successfully plan and implement digital content marketing strategies and tactics. Filled with contemporary examples of the most successful creative content marketing practices, case studies and professional advice from subject experts, this text offers an in-depth view of the world of content marketing from a value-based perspective. The textbook also includes practical advice on content marketing ideation, content management and content curation, as well as offering recommendations for the best content marketing software. The textbook offers a good balance of both theory and practice and is suitable for advanced undergraduate students and postgraduate students studying content marketing, digital marketing or social media marketing. Support material includes an instructor manual, chapter-by-chapter PowerPoint slides and a test bank of exam questions. |
| content marketing higher education: Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions Charitha Harshani Perera, Rajkishore Nayak, Long Van Thang Nguyen, 2022-09-30 This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media. |
content是什么意思_content的翻译_音标_读音_用法_例句_爱词霸在 …
爱词霸权威在线词典,为您提供content的中文意思,content的用法讲解,content的读音,content的同义词,content的反义词,content的例句等英语服务。
the content of是什么意思_the content of的翻译_音标_读音_用法_ …
The content of a book or document exclusive of prefatory matter, codicils, indexes, or appendices. 正文除去序言、补遗 、 索引和附录的书或文献的主要部分. 《简明英汉词典》
content with是什么意思_content with的翻译_音标_读音_用法_例 …
爱词霸权威在线词典,为您提供content with的中文意思,content with的用法讲解,content with的读音,content with的同义词,content with的反义词,content with的例句等英语服务。
金山词霸在线翻译-177种语言互译_图片文档AI智能翻译免费_英语 …
金山词霸致力于为用户提供高效、精准的在线翻译服务，支持中、英、日、韩、德、法等177种语言在线翻译，涵盖即时免费的AI智能翻译、英语翻译、俄语翻译、日语翻译、韩语翻译、图片 …
金山词霸-文本、图片、文档在线翻译词典
金山词霸致力于为用户提供高效、精准的在线翻译服务，支持中、英、日、韩、德、法等177种语言在线翻译，涵盖即时免费的AI智能翻译、英语翻译、俄语翻译、日语翻译、韩语翻译、图片 …
immersive是什么意思_immersive的翻译_音标_读音_用法_例句_爱 …
Immersive experiences with Flash video, content and applications with full - screen mode. 与Flash视频, 内容和全屏模式应用沉浸经验. 互联网
specific是什么意思_specific的翻译_音标_读音_用法_例句_爱词霸在 …
金山词霸致力于为用户提供高效、精准的在线翻译服务，支持中、英、日、韩、德、法等177种语言在线翻译，涵盖即时免费的AI智能翻译、英语翻译、俄语翻译、日语翻译、韩语翻译、图片 …
morphology是什么意思_morphology的翻译_音标_读音_用法_例句_ …
No longer can biologists be content simply to study morphology. 生物学家不再满足于简单地研究形态学. 辞典例句
fall是什么意思_fall的翻译_音标_读音_用法_例句_爱词霸在线词典
金山词霸致力于为用户提供高效、精准的在线翻译服务，支持中、英、日、韩、德、法等177种语言在线翻译，涵盖即时免费的AI智能翻译、英语翻译、俄语翻译、日语翻译、韩语翻译、图片 …
