Deepen your knowledge with carefully selected resources.
4.1: Pulizzi, J. and Barrett, N. (2009) ‘Get content get customers: Turn prospects into buyers with content marketing’. Available at: http://getcontentgetcustomers.com/wp-content/uploads/2008/06/gcgg-ebook-rev2-may08.pdf
Description: Explains the best principles of content marketing
4.2: Molleda, J. (2010) ‘Authenticity and the construct’s dimensions in public relations and communication research’, Journal of Communication Management, 14 (3), pp. 223–236. doi: 10.1108/JHOM-09-2016-0165.
Description: Contains useful content blueprints
Description: Background to research into user-generated content