The agile content marketing roadmap: Integrating strategy and execution

Bert Van Loon

Journal of Brand Strategy, 2019, vol. 8, issue 2, 167-178

Abstract: This paper analyses the challenge of developing an adaptive strategic process for content marketing that fits a continuously changing internal and external environment. It presents a visual framework, published under Creative Commons, where strategy and execution are integrated in an agile process.

Keywords: content marketing; agile; strategy; advertising; branded content; Agile Content Marketing Roadmap; marketing innovation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:2:p:167-178

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