A one-stop source on the art and science of developing marketing content that people care about. This coverage is interwoven with case studies of companies successfully spreading their ideas online--and using them to establish credibility and build a loyal customer base

Introduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands...