“Business school professors need to ‘get real’ more often. Publishing work “…read only by a limited number of scholars…[with] often…little to no value to practicing mangers and leaders” won’t maintain our status and pay (J. Byrne in Poets & Quants, 2014). The Journal of Risk Management in Financial Institutions is an antidote we need.”
Content intelligence: A case study at the American Cancer Society
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Abstract: For more than 100 years, the American Cancer Society has worked relentlessly to save lives and create a world with less cancer. The Society helps people stay well, get well and fight back against cancer through content marketing. In this paper we will explain how the Society and Content Science partnered to modernise the renowned nonprofit’s approach to content and analytics by establishing content intelligence. We also will sharesome top lessons that were learned which any company or organisation can use to start applying and benefiting from a content intelligence programme.
Keywords: content intelligence, content marketing, marketing analytics, health marketing, health communication, content strategy, marketing optimization, user experience