This book is highly fuelled by the affiliated content marketing agencies. It helps professionals and students to understand, to assess, and to develop once content marketing strategy and practice.Content marketing has passed the hype phase and the time is there to scale up by developing the competencies of a tech savvy professional media company. One that is exploiting its own media in a goal oriented way, amidst branding, marketing, sales and service.This book is an initiative of the Content Marketing Chair of the University of Amsterdam and is highly fuelled by the affiliated content marketing agencies. The special combination of theory and practice gives this book an emphatically different position than the purely practical or very theoretical professional publications. It helps professionals and students to understand, to assess, and to develop once content marketing strategy and practice.About the authors:Ed Peelen is professor content marketing at the University of Amsterdam and one of the partners of ICSB, consultants with a passion for customer centricity. After several c-level positions in communication, marketing and media.Henk Jacobs founded content marketing agency Scripta, which he headed for more than 20 years.Andries van Oers is director at content marketing agency Forty7 and since 2019 head of the Chair of Content Marketing Foundation.Content marketing has passed the hype phase and the time is there to scale up by developing the competencies of a tech savvy professional media company. One that is exploiting its own media in a goal oriented way, amidst branding, marketing, sales and service.This book is an initiative of the Content Marketing Chair of the University of Amsterdam and is highly fuelled by the affiliated content marketing agencies. The special combination of theory and practice gives this book an emphatically different position than the purely practical or very theoretical professional publications. It helps professionals and students to understand, to assess, and to develop once content marketing strategy and practice.