First Belgian book about Content Marketing
Michel Libens, managing partner and CEO of Propaganda recently published the book, “Content Marketing – from marketer to publisher” through Lannoo Campus.
We asked him about the what and why of this book.
We wrote “Content Marketing – from marketer to publisher” because we believed it was necessary. There is a lot of literature on this subject in the United States and the United Kingdom, but in order to help Belgian marketers go up a gear, a book like this was needed really badly.
In addition, Belgian cases and stories were required. Looking for practical examples, success stories of Red Bull, Home Depot etc. are less important to Belgian marketers. This is why we have made a special effort to illustrate Belgian cases in this book.
Each of the four authors have their own background. Bart and Wouter come from a journalistic angle and stepped into a content production company. Koen and I have been looking at this subject from the strategy and marketing perspective. It was an interesting mix while we were writing the book, but we also complemented each other from our background: many marketers, even at large companies or brands, still have a lot of questions about content marketing.
These questions are broad: from strategy, production and distribution, to the optimisation or customisation of your organisation. With this book, we provide answers to these questions and we set our readers on course for a makeover.
Help the reader
We encourage our readers to invest in quality. To do “something” with content is no longer interesting in 2017. Most marketers fully understand that they have to go up a gear. Despite the many questions that marketers struggle with, we also experience a “content shock”. You can gradually identify this overload in sectors such as finance, retail or automotive, in Belgium as well. Whoever is able to distinguish themselves from the competition with qualitative content will win.
But the main reason for writing this book leans very close to the essence of content marketing. As a marketer, you can help your public with content. You provide information that will help support your reader or viewer, and that’s what we want to do with this book. Our main priority is to help marketers.
More information on www.vanmarketeertotuitgever.be