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What is Content Strategy

Chapter 19
Multidisciplinary Perspectives on Media Fandom
Creating content to drive consumer brand engagement to reach organizational goals.
Published in Chapter:
Brand Fandom Insights: Marketing Themes and Trends From Practitioners
Melanie B. Richards (East Tennessee State University, USA) and Stephen W. Marshall (East Tennessee State University, USA)
Copyright: © 2020 |Pages: 24
DOI: 10.4018/978-1-7998-3323-9.ch019
Abstract
The goal of this chapter is to discuss themes and trends, from a marketing practitioner's perspective, regarding the importance of brand fandom and how it is managed in a media-rich environment. With the rise of digital media and the evolving changes in our media ecosystem, fans have the ability to be more engaged with their favorite brands and their respective brand fan communities than ever before. This chapter produces original research with viewpoints from expert practitioners representing multiple “cult” brands, cause brands, and media organizations built to enable and serve fans and their favorite brands.
Full Text Chapter Download: US $37.50 Add to Cart
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Chapter 6
Artificial Intelligence Trends and Perceptions: Content Strategy and the Customer Journey
How an organization uses content (e.g., digital and nondigital communications) to meet both strategic business goals and objectives, while also effectively delivering against audience needs.
Published in Chapter: Artificial Intelligence Trends and Perceptions: Content Strategy and the Customer Journey; From: Multidisciplinary Approaches in AI, Creativity, Innovation, and Green Collaboration
Full Text Chapter Download: US $37.50 Add to Cart
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