Blog / Free Advice and Other Musings

My SFU course PUB 355W (Online Marketing for Publishers) explores digital promotion and marketing in the creative economy with a focus on publishers. Here’s a short version of the reading list. 

Week 1: The business case for social and mobile marketing

• Introduction to funnel metrics and how to measure success
• The role of social and mobile in the path to purchase.

Week 2: SEO and keyword research

• How to find your audience and understand intent
• Think with Google (2016). The Car-Buying Process: One Consumer’s 900+ Digital Interactions

Week 3: Growing, engaging and leveraging community

• The need for customer retention, loyalty and advocacy vs. the one-off sale
• Altimeter Group (2013). The Evolution of Social Business: The Six Stages of Social Business Transformation
• Holt, D. (2016). Branding in the Age of Social Media. Harvard Business Review.

Week 4: Influencer Marketing 

• Content marketing fundamentals
• Measuring engagement
• Metrics that matter
• Berger, J. (2013). Contagious: Why Things Catch On. Infographic.
• Cialdini, R. (1984). “Principles of Persuasion.” Influence at Work. 
• Nguyen, Dao (2017). What Makes Something Go Viral, TedTalk by BuzzFeed publisher on cultural cartography.

Week 5: Content Marketing (Creation and Distribution)

• Baer, J. (2017). Think Like a TV Network.
• Samuel, A. & Reid A., 2014. “What Social Media Analytics Can’t Tell You About Your Customers.” VisionCritical.

Week 6: Social Ads, Display and PPC

• Kaushik, A. (2015) See, Think, Do, Care Winning Combo: Content+Marketing+Measurement
• Vize, R. & Sherrett M. (2018) “Social Media Marketing for B2B”, Contemporary Issues in Social Media Marketing. Routledge.

Week 7: Social Media Management

• Hootsuite. How to Create a Social media Content Calendar.

Week 8: Audit and Strategy Planning

• McKinsey. (2013) Building Capabilities in Digital Marketing and Sales.

Week 9: Marketing Automation

• Wishpond. (2016). What is marketing automation?

Week 10: Trends

• AR/VR, Big Data, Blockchain and the Internet of Things. Example lecture.
• Dawson, L. (2017). “A (Block)Chain Reaction for Publishing.” PublishersWeekly

There are additions to the weekly reading list but these are the core readings for each topic. Have a stellar article or book to recommend? Post it in the comments.