Content, in all its forms, is the single most critical element of any marketing campaign. Finding a successful equilibrium between content marketing and content strategy is difficult, but essential. Content - The Atomic Particle of Marketing goes beyond superficial descriptions of how to produce engaging social media content to offer the results of many years of deep quantitative research, and hours of interviews with senior marketers at some of the world's leading brands.
Written by a recognised industry thought-leader, Content - The Atomic Particle of Marketing explores how content functions in the broader framework of all marketing, as well as organizational concerns and IT decision making. It demonstrates the value content brings not only to "owned" media initiatives, such as a company website or blog, but also the essential role content plays in all other marketing initiatives, from social media to advertising to offline channels.
It will enable readers to make the organizational, staffing, tools and process decisions necessary to get content up and running across divisions and organizational silos. Deeply researched and insightful, Content - The Atomic Particle of Marketing is, quite simply, the definitive research-based guide to content marketing.
"There is a reason so few companies get content marketing strategy right: It's hard. This book, however, is just what everybody have been waiting for. It's insightful, intelligent, inspiring, structured and generous - just like Rebecca Lieb herself. If you only have time to read one book this year - choose this one!" (Jesper Laursen, CEO at Brand Movers)
"In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing." (David Berkowitz, Chief Strategy Officer, Sysomos)
"The high priestess of digital marketing and media, Rebecca Lieb channels her wisdom into the most comprehensive book on the complex topic of content marketing. Content: The Atomic Particle of Marketing is the strategic big-bang marketers can't afford to miss." (Jason Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions)
"If content is the atomic particle of marketing, Rebecca is a quantum physicist. She has, once again, deftly articulated the imperative for content as a strategic function in the enterprise. If you're looking for the foundational elements of a content marketing strategy, you can stop. You've found it here." (Robert Rose, Chief Strategy Advisor, The Content Marketing Institute)
"Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it and counsel brands mired in overwhelm and confusion. Out of that chaos comes Rebecca Lieb's clear, lucid and logical voice. To understand content marketing bottom-up, top-down, and inside-out, read this book." (Stephanie Losee, Head of Content, Visa)
"The majority of global marketers have no discernible content marketing strategy. With this book, they have no more excuses." (Joe Pulizzi, Founder, Content Marketing Institute and author of Content Inc. and Epic Content Marketing)
"Content: The Atomic Particle of Marketing, should be required reading for any role with a 'C' in their acronym. Rebecca's book will absolutely weaponize you with frameworks and industry examples to support successful integration of content marketing and strategy into your growth and transformational activities. It will help you rise above the noise and deliver real relevance to real people, in support of goals and objectives, at scale, globally. No one surpasses Rebecca's breadth and depth of understanding of content as practiced today." (Carlos Abler, Content Marketing Strategy Leader, 3M)
"Rebecca Lieb is a rare sane voice in an industry noisy with hype. Content: The Atomic Particle of Marketing simultaneously cuts through the B.S. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant." (Shane Snow, co-founder of Contently)
"This is a must-read book for anyone working with content marketing - old pros as well as beginners. Rebecca Lieb provides us with useful insights and tools on everything from strategy and processes to distribution and measurements. The book makes for both an inspiring read and a practical guide to keep handy." (Pontus Staunstrup, Content marketing strategist, Staunstrup)
"From understanding the importance of-and difference between-Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now-and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!" (Ardath Albee, author of Digital Relevance)
From the Inside Flap
Rebecca Lieb understands what so many marketers and business leaders are struggling to grasp in today's digital world - that content is the only way to find new customers, but also to retain employees, and build business success. Content is so central to business growth today that it truly is the "atomic particle" of marketing and innovation.
Michael Brenner, globally-recognized keynote speaker, author of The Content Formula, and CEO of Marketing Insider Group
From understanding the importance of--and difference between--Content Strategy and Content Marketing Strategy to Real-Time and Contextual Marketing, Content: The Atomic Particle of Marketing, is a manifesto for how to succeed with content marketing now--and into the future with the IoT and artificial intelligence. I love the way Lieb connects the dots!
Ardath Albee, author of Digital Relevance
Leave it to Rebecca to break down the opportunity and the barriers to success with such clarity and organization. Start with the fact that she is so immersed in this emerging marketing domain, she is able to comprehend the totality of what the marketing industry needs to do. Then couple it with the lens on making this useful to all practitioners from novices to experts, and you have the recipe for a great read.
Andrew Markowitz, advisor and former General Manager of Global Marketing at GE
In deconstructing marketing to the atomic level, Rebecca Lieb has penned an essential guide to forces that are continually reshaping how businesses attract and retain customers. Professionals at all levels will learn from her frameworks, formulas, and countless examples that elucidate both the science and art of content marketing.
David Berkowitz, Chief Strategy Officer, Sysomos
As a veteran content marketer constantly looking for the best insights in the industry, I've always found immense value in Rebecca's unique point of view. She is at the forefront of latest trends and opportunities in content marketing. Her insight goes well beyond observation--and gets into the tangible application of her cutting-edge research and how it can drive your efforts as content marketer to new levels."
Luke Kintigh, Head of Publishing, Intel iQ
Rebecca Lieb is a rare sane voice in an industry noisy with hype.
Content: The Atomic Particle of Marketing simultaneously cuts through the b.s. and teaches marketers exactly how they need to think to succeed in content. In a word, it's brilliant.Shane Snow, co-founder of Contently
Long ago Rebecca Lieb was our editor at ClickZ. We built a great business based on content marketing and Rebecca helped us along the way. In these days of newly minted content marketing "experts" it's refreshing to read a comprehensive guide for someone who has the credentials and pedigree of an expert. We recommend you read this book. It's truly the definitive guide to content marketing strategy.
Bryan & Jeffrey Eisenberg
BuyerLegends.com, authors of Be Like Amazon: Even A Lemonade Can Do It and New York Times bestsellers Call To Action and Waiting For Your Cat To Bark?
Rebecca Lieb is a masterful people, trends, and ideas that move marketing forward. With Content: The Atomic Particle of Marketing, she makes the content marketing revolution easy-to-understand and impossible to deny.
Jeffrey K. Rohrs - CMO, Yext & author of AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers
From the Back Cover
Content strategy has become marketing's darling, and with its arrival comes a chorus of pundits and gurus attempting to define it. Out of that chaos comes Rebecca Lieb's clear and logical voice. To understand content marketing bottom-up, top-down and inside-out, read this book.
- Stephanie Losee, Head of Content, Visa
The high priestess of digital marketing and media, Rebecca Lieb, channels her wisdom into the most comprehensive book on the complex topic of content marketing. This book is the strategic Big Bang that marketers can't afford to miss.
Jason A. Miller, Global Content Marketing Leader, LinkedIn Marketing Solutions
The majority of global marketers have no discernable content marketing strategy. With this book they have no more excuses.
Joe Pulizzi, Founder, Content Marketing Institute, and author of Content Inc and Epic Content
The one-stop guide to everything that you need to know to be successful at content marketing.
Charlene Li, Principal Analyst, Altimeter, a Prophet Company, and author of The Engaged Leader and Open Leadership, co-author of Groundswell
Most helpful customer reviews
0 of 1 people found the following review helpful.
Find another book!
I regret paying for this one as it definitely fell short on delivering anything interesting for some one that has more than "beginner" info on the subject.
Moreover, almost all the examples are quite dated for a book that has just been published - even from 2011 and 2012; and again almost all of them were covered in a rather shallow manner.
Last but not least, there is an extremely strong bias against 'advertising' especially at the beginning of the book, making someone think that if you advertise it'll hinder your operations. Later on the book rely on paid media heavily, which i found amusing... This may eventually be a result of semantics too...
As the writers claim themselves to be consultants though i am sorry, there would be no business for them over here...
2 of 2 people found the following review helpful.
Suspend Your Content Marketing Until You've Read This Book!
By Douglas N. Burdett
[[VIDEOID:e67988582c74e68b8faed7f2654f28ed]] Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book "Content - The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy" by Rebecca Lieb.
At the beginning of the book the author explains that 10 years ago, the perceived secret sauce of marketing was search. Before that, it was email. And for the past five years or so, social media has been the shiny object. Suddenly, all that is changing again. Marketing, she explains, can't be cutting edge in the digital sphere unless it's connected to the word “content.”
And for a long-time leader in content marketing like Rebecca Lieb, while she’s delighted that there’s a growing acknowledgment and understanding of the power of content marketing, there are a number of issues that companies are still struggling mightily with that she addresses in the book including:
Why marketers should shift their funds toward content and away from paid channels. The difference between content marketing and content strategy and why companies are wasting a fortune on the former because they don’t have the latter. The convergence of paid, earned and owned media and why the marketing effectiveness of organizations that don’t understand this convergence is suffering. Why companies are making a costly mistake when they organize content around their existing organization instead of organizing around the content. Why companies with a culture of content are more successful in both their marketing initiatives and other success benchmarks such as sales, employee advocacy, customer service, audience engagement, thought leadership and hiring.
If you’re new to content marketing or are perhaps on the fence about what must seem like yet another marketing buzzword, this book will help you firmly understand that content, in all its forms, is the single most critical element of any marketing campaign. And that’s not going to change.
And to listen to an interview with Rebecca Lieb about "Content - The Atomic Particle of Marketing", visit MarketingBookPodcast.com
1 of 1 people found the following review helpful.
See all 5 customer reviews...
Intended primarily for C-level or senior mgt
By Dana K. Todd
As a CMO myself, I thought this book delivered insights at a high level for understanding the implications and opportunities of an integrated content marketing strategy. It looks less at tactics (though there are checklists and helpful sample templates for setting up the basic processes) and more at the broader requirements of a business to adopt and maintain a successful content-centric organization. Rebecca Lieb is used to working mostly with big companies, you can tell, but I think marketing leaders of all size organizations can find inspiration and takeaways.
It truly is a difficult thing to pull off - to operationalize content marketing - but there are a number of case studies provided that show it's worth the effort. I wish I had bought the physical copy of this instead of the Kindle, so that I could share with my marketing team, but I can certainly pass along some of the key strategies (or loan them my kindle!)