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Content Everywhere: Strategy and Structure for Future-ready Content
by Sara Wachter-BoettcherCare about content? Better copy isn't enough. As devices and channels multiply--and as users expect to relate, share, and shift information quickly--we need content that can go more places, more easily. Content Everywhere will help you stop creating fixed, single-purpose content and start making it more future-ready, flexible, reusable, manageable, and meaningful wherever it needs to go.
Content gekonnt: Strategie, Organisation, Umsetzung, ROI-Messung und Fallbeispiele aus der Praxis
by Matthias WesselmannIn diesem Praxishandbuch berichten Content-Marketing-Experten über Erfahrungen, Lernkurven und Erfolgsfaktoren – leicht verständlich, anregend und mit aktuellen Fallbeispielen illustriert.Dass der Kunde König ist, galt zwar schon immer, wurde im Marketing in der Vergangenheit aber nur selten befolgt. Unternehmen nutzten die Kommunikationskanäle zur Selbstdarstellung und achteten oft nicht darauf, ob sich ihre Kunden überhaupt dafür interessierten. Dieses Modell funktioniert im Zeitalter des Informationsüberangebots nicht mehr. Nun ist Marketing mit umgekehrter Stoßrichtung notwendig – aus Push- wird Pull-Kommunikation. Um relevant und erfolgreich zu sein, müssen Inhalte von potentiellen Kunden gesucht, gefunden und wertgeschätzt werden sowie eine dem Unternehmensziel förderliche Aktion auslösen. Das stellt völlig neue Anforderungen an die Organisation der Marketing-Arbeit und die Orchestrierung der Kommunikation. Der Job wird inhaltlich und strukturell anspruchsvoller. Zugleich ist in der Unternehmensführung ein neues Verständnis dafür erforderlich, was Marketingkommunikation zum Unternehmenserfolg beiträgt und welche Konsequenzen daraus intern folgen.Mit Beiträgen von Dr. Sepita Ansari Pir Seraei, Szyzygy PerformanceDr. Marc Calmbach, SINUS-InstitutChristian Clawien, fischerAppeltDr. James Edwards, SINUS-InstitutDr. Sabine Fischer, idea economyPhD Tim Gohmann, Behavioral Science LabChristian Goy ,Behavioral Science LabAnne Griep, fischerAppeltOle Grönwoldt, Ole Grönwoldt Spatial DesignDr. Angela Harre, University of Applied Sciences EuropeMarkus Hartmann, Pricing für AgenturenSarah Helm, Coca-ColaDr. Rolf Illenberger, VRdirectIngo Kahnt Temel Kahyaoglu, The Group of Analysts Lena Kapp, eologyDr. Christian Kortmann, fischerAppeltLeif Lewinski, fischerAppeltCarmela Melone, The Group of AnalystsKatrin Menne, MerckJanine Michel, AccorHotels DeutschlandSibylle Milka-Böhm, AccorHotels DeutschlandJulia Niebergall, Universität MünsterHeiko Packwitz, Lufthansa Industry SolutionsDietrich Pflüger, fischerAppeltDirk U. Proff, blueforte Isabel Rehmer, fischerAppeltCarl-Jochen Reinhard, Fork Unstable MediaProf. Dr. Ulrike Röttger, Westfälische Wilhelms Universität MünsterHeiko Scherer, clapp mobile Arne-Kristian Schulz, blueforteMario Strack, eologyPaul Taggart, FORK Unstable MediaLeif Ullmann, nwtnPatricia Unfried, eology Dr. Pascal Volz, fischerAppeltAnne Wahl, AccorHotels DeutschlandMatthias Wesselmann, fischerAppelt
Content is Currency: Developing Powerful Content For Web And Mobile
by Jon WuebbenIn the digital age, content is no longer confined to the written page. It is spread across web and mobile, taking the form of podcasts, webinars, widgets, and blog posts. Powerful content tells the story of your product or business, but it means nothing if it's not written well, optimized for search and social media, and properly marketed. In Content is Currency content strategist Jon Wuebben explains the fine art of content development by utilizing the latest Search Engine Optimization (SEO) and Social Media Marketing (SMM) techniques, and provides you with the tools and strategies you need to get your online content noticed.
Content is Currency: Developing Powerful Content for Web and Mobile
by Jon WuebbenIn the digital age, content is no longer confined to the written page. It is spread across web and mobile, taking the form of podcasts, webinars, widgets, and blog posts. Powerful content tells the story of your product or business, but it means nothing if it's not written well, optimized for search and social media, and properly marketed. In Content is Currency content strategist Jon Wuebben explains the fine art of content development by utilizing the latest Search Engine Optimization (SEO) and Social Media Marketing (SMM) techniques, and provides you with the tools and strategies you need to get your online content noticed.
Content Management for E-Learning
by Julià Minguillón Alfonso Núria Ferran FerrerThe increasing growth in the use of e-learning environments, in which education is delivered and supported through information and communication technologies, has brought new challenges to academic institutions. From all the current definitions of e-learning, it can be seen that learning contents are one of the key issues for a successful e-learning experience. Therefore, there is a real need for academic staff, managers and librarians to re-think the whole process of delivering courses, information resources and information services. The book focuses on defining content management and its relationship with knowledge management, providing perspectives on how the semantic web could complement content management, how to deal with copyright restrictions, and how to describe information competencies and skills required and acquired by teachers and students in virtual environments. Offered is a design project for managing digital content for classical and distance education institutions, covering all the aspects related to the content lifecycle, integrating it into the learning process. Practical aspects such as standards for content e-learning management, a review of existing experiences of learning repositories, and a survey of available platforms for delivering courses and providing access to information resources is also covered. Lastly, the book addresses the three main factors which make it crucial in the current context: first, the web 2.0 paradigm, which breaks the content producer-consumer barrier; second, the open content movement for educational purposes, which changes the knowledge management transference model; and third, the new European Higher Education Area, where the concept of content needs to be rethought.
Content Marketing: Wie Sie Ihre Zielgruppe anziehen und stabile Geschäftsbeziehungen schaffen
by Stephan HeinrichDieses Buch erkl#65533;rt ganz grundlegend, leicht verst#65533;ndlich und systematisch aufbereitet, was Content Marketing ist und was insbesondere kleine und mittlere Unternehmen davon haben. Denn gerade Selbstst#65533;ndige und mittelst#65533;ndische Unternehmen k#65533;nnen dieses m#65533;chtige Vermarktungswerkzeug zielf#65533;hrend nutzen und damit eine fundierte Basis zur effektiven Kundengewinnung schaffen. Das Prinzip ist einfach: Verwenden Sie Ihr vorhandenes Know-how und geben Sie n#65533;tzliches Wissen an Ihre Wunschkunden. So bauen Sie innerhalb Ihrer Zielgruppe eine dankbare Gefolgschaft auf, die zu zahlenden Kunden entwickelt werden kann - ohne Streuverluste und hohe Marketingkosten. Ein Buch f#65533;r Entscheider, die sich einen schnellen #65533;berblick verschaffen m#65533;chten, und ebenso f#65533;r fachlich Interessierte, die Einblicke in die Taktiken und Kniffe der ,,Macher" gewinnen wollen. Mit einem ausf#65533;hrlichen Glossar, erfolgreichen Praxisbeispielen und wertvollen, inspirierenden Gedankenanst#65533;#65533;en.
Content Marketing For Dummies
by Susan GuneliusGet the whole picture and learn to create a successful online content marketing program Successful online marketing is about more than creating a Facebook page or writing a corporate blog. Brands need to build lasting connections with the right customers online through an effective online content marketing strategy, and this book shows you how. It explores ways to create a content marketing strategy, identify the content that will keep your customers coming back, create that content, distribute it online, and measure the results, with hands-on, step-by-step guidance. Content marketing is an essential element of successful online marketing and brand-building; this book shows you how to begin creating and distributing content online to market your business Explains why content marketing is important and how to create an online content marketing strategy, which tools to use, and what to avoid Shows how to create content and get it published online in long or short form Offers plenty of tips, case studies, and worksheets to ensure success Online content marketing positions your business and your product for lasting customer interaction; Content Marketing For Dummies gives you the tools to create a program that works.
Content Marketing für Regionalbanken: So können Genossenschaftsbanken und Sparkassen Kunden gewinnen, binden und begeistern
by Stephan ReichhardDieses Buch beschreibt die Möglichkeiten und Grenzen beim Einsatz von Content Marketing in Sparkassen, Volks- und Raiffeisenbanken und zeigt, wie regionale, mittelständisch geprägte Kreditinstitute von dieser Marketingtechnik profitieren können. Denn: Content Marketing stellt die Grundsätze des traditionellen Marketings auf den Kopf und gewinnt in der Kommunikationspraxis kleinerer wie größerer Unternehmen immer mehr an Bedeutung. Die Grundsätze: hilfreiche Inhalte statt Produktwerbung, Beziehungsaufbau statt Unterbrechung, Kommunikation auf Augenhöhe statt einseitiges Aussenden von Marketingbotschaften. Im Zentrum des Buches steht die Frage, wie ein Content-Marketing-Prozess konkret in einer Regionalbank implementiert werden kann. Mit vielen Interviews und praxisbezogenen Fallbeispielen.
Content Marketing in der Praxis: Ein Leitfaden - Strategie, Konzepte und Praxisbeispiele für B2B- und B2C-Unternehmen
by Claudia HilkerDieses Fachbuch zeigt konkret, wie die neue Kommunikationsform Content-Marketing erfolgreich im Unternehmen implementiert werden kann. Es werden die Voraussetzungen gekl#65533;rt sowie ein praktikabler Leitfaden zur Umsetzung entwickelt. Best-Practice-Beispiele aus einer Vielzahl von Branchen veranschaulichen den Weg, wie dieser neuer Vermarktungs-Ansatz, der die Inhalte und Kompetenzen des Produktanbieters in den Vordergrund stellt, die Marketing- und Sales-Kommunikation erfolgreich beleben kann.
Content Marketing Strategies For Dummies
by Stephanie DiamondDrive your content marketing campaign toward success Blogs and social platforms are all the rage right now-especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. Analyze customer data to better understand your target audience's journey Leverage social platforms, such as Facebook and Twitter, to develop channel promotions Create and curate intelligent, engaging content that leads to action Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies.
Content Marketing Strategy: Harness the Power of Your Brand’s Voice
by Robert RoseDo you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can.An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not take approach it strategically. As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach.Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success. The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing.
Content Nation
by John BlossomFind out how social media communications is changing the content provider industry in Content Nation: Surviving and Thriving as Social Media Technology Changes Our Lives and Our Future. Developed through a collaborative wiki, this book is a collection of information from social media experts and serves as an example of how social media impacts the way we provide and receive content. You will learn how social media changes the way businesses market products and services, influences how people interact with the government, and dictates how we communicate with one another on a personal level.
The Content Pool
by Alan J. PorterAll companies, no matter what industry they are in, or what product or service they create, do four basic things. Offer something for sale, sell it, collect money for it, and create content about what they do. Product development, Marketing, Sales, and Finance are all essential to the organization and are typically managed at the VP or CXO level, yet a company's content, which contains all of its intellectual property, is often overlooked. The Content Pool: Leveraging Your Company's Largest Hidden Asset makes the case for placing content creation, management, and distribution on a par with other core strategic business activities. Inside the Book Identifying Your Content Organizing Your Content Managing Your Content Leveraging Your Content The Case for a Chief Content Officer Bibliography and Index
Content Positioned in Google in 3 Steps
by Alvaro CidBook subtitle: Book description: I have compared this method, with my way of doing things before and with this method afterwards and have ranked much higher, attracting many more visits to my website. Thanks to this method, save time, effort and energy. By standardizing everything, I allow myself to think less and focus more on my reader. Many people would like to be able to position themselves on Google with their website or blog. The problem is that they don't really know how to do it. Some people have even tried to position themselves with some articles or content but without result. This is the moment when fans leave. Sadly, none of them will ever be able to position an item correctly. This guide will help you position your content in the shortest possible time and following the best practices of Google. I have designed this method based on my experience, my knowledge and the results I have achieved. This method is designed so that anyone, with or without experience, can position their contents in the right way so that they are indexed in a good position and as quickly as possible. The steps to follow are quick and intuitive, anyone can follow them and if you follow it you will be in a better position than the competition in terms of your content and its positioning: * You will get an effective method replicable in each of your content * You will find out what is trending and how to position yourself against the competition * You will be able to improve your content in the eyes of Google and especially your readers * You will increase your personal brand and your online positioning * The latter will allow you to gain possible relationships such as jobs and business opportunities Keywords: google, seo, sem, internet, money, earn money, earn money online, digital money
Content Preparation Guidelines for the Web and Information Appliances: Cross-Cultural Comparisons (Human Factors and Ergonomics)
by Huafei Liao Yinni Guo April Savoy Gavriel SalvendyContent preparation is an integral part of the usability equation: it answers the question of what information is needed for effective decision making. Once content preparation has been established, the question "how to present what" can be answered. Content Preparation Guidelines for the Web and Information Appliances: Cross-Cultural Comparisons p
Content Strategy
by Rahel Anne Bailie Noz UrbinaIf you've been asked to get funding for a content strategy initiative and need to build a compelling business case, if you've been approached by your staff to implement a content strategy and want to know the business benefits, or if you've been asked to sponsor a content strategy project and don't know what one is, this book is for you. Rahel Anne Bailie and Noz Urbina come from distinctly different backgrounds, but they share a deep understanding of how to help your organization build a content strategy. Content Strategy: Connecting the dots between business, brand, and benefits is the first content strategy book that focuses on project managers, department heads, and other decision makers who need to know about content strategy. It provides practical advice on how to sell, create, implement, and maintain a content strategy, including case studies that show both successful and not so successful efforts. Inside the Book Introduction to Content Strategy Why Content Strategy and Why Now The Value and ROI of Content Content Under the Hood Developing a Content Strategy Glossary, Bibliography, and Index
Content Strategy for Mobile
by Karen McgraneThis book discusses how to manage, publish and maintain your content across all emerging mobiles; by creating a holistic content strategy that can be used on a variety of devices.
Content Syndication with RSS
by Ben HammersleyOriginally developed by Netscape in 1999, RSS (which can stand for RDF Site Summary, Rich Site Summary, or Really Simple Syndication) is an XML-based format that allows web developers to describe and syndicate web site content. Content Syndication with RSSoffers webloggers, developers, and the programmers who support them a thorough explanation of syndication in general and RSS in particular. Written for web developers who want to offer XML-based feeds of their content, as well as developers who want to use
Content Syndication with RSS
by Ben HammersleyRSS is sprouting all over the Web, connecting weblogs and providing news feeds. Originally developed by Netscape in 1999, RSS (which can stand for RDF Site Summary, Rich Site Summary, or Really Simple Syndication) is an XML-based format that allows web developers to describe and syndicate web site content. Using RSS files allows developers to create a data feed that supplies headlines, links, and article summaries from a web site. Other sites can then incorporate them into their pages automatically. Although RSS is in widespread use, people struggle with its confusing and sometimes conflicting documentation and versions. Content Syndication with RSS is the first book to provide a comprehensive reference to the specifications and the tools that make syndication possible. Content Syndication with RSS offers webloggers, developers, and the programmers who support them a thorough explanation of syndication in general and RSS in particular. Written for web developers who want to offer XML-based feeds of their content, as well as developers who want to use the content that other people are syndicating, the book explores and explains metadata interpretation, different forms of content syndication, and the increasing use of web services in this field. This concise volume begins with an introduction to content syndication on the Internet: its purpose, limitations, and traditions, and answers the question of why would you consider "giving your content away" like this? Next, the book delves into the architecture of content syndication with an overview of the entire system, from content author to end user on another site. You'll follow the flow of data: content, referral data, publish-and-subscribe calls, with a detailed look at the protocols and standards possible at each step. Topics covered in the book include: Creating XML syndication feeds with RSS 0.9x and 2.0 Beyond headlines: creating richer feeds with RSS 1.0 and RDF metadata Using feeds to enrich a site or find information Publish and subscribe: intelligent updating News aggregators, such as Meerkat, Syndic8, and Newsisfree, and their web services Alternative industry-centric standards If you're interested in producing your own RSS feed, this step-by-step guide to implementation is the book you'll want in hand.
The Contentious Public Sphere: Law, Media, and Authoritarian Rule in China
by Ya-Wen LeiSince the mid-2000s, public opinion and debate in China have become increasingly common and consequential, despite the ongoing censorship of speech and regulation of civil society. How did this happen? In The Contentious Public Sphere, Ya-Wen Lei shows how the Chinese state drew on law, the media, and the Internet to further an authoritarian project of modernization, but in so doing, inadvertently created a nationwide public sphere in China—one the state must now endeavor to control. Lei examines the influence this unruly sphere has had on Chinese politics and the ways that the state has responded.Using interviews, newspaper articles, online texts, official documents, and national surveys, Lei shows that the development of the public sphere in China has provided an unprecedented forum for citizens to influence the public agenda, demand accountability from the government, and organize around the concepts of law and rights. She demonstrates how citizens came to understand themselves as legal subjects, how legal and media professionals began to collaborate in unexpected ways, and how existing conditions of political and economic fragmentation created unintended opportunities for political critique, particularly with the rise of the Internet. The emergence of this public sphere—and its uncertain future—is a pressing issue with important implications for the political prospects of the Chinese people.Investigating how individuals learn to use public discourse to influence politics, The Contentious Public Sphere offers new possibilities for thinking about the transformation of state-society relations.
The Contest over National Security: FDR, Conservatives, and the Struggle to Claim the Most Powerful Phrase in American Politics
by Peter RoadyA new history shows how FDR developed a vision of national security focused not just on protecting Americans against physical attack but also on ensuring their economic well-being—and how the nascent conservative movement won the battle to narrow its meaning, durably reshaping US politics.Americans take for granted that national security comprises physical defense against attacks. But the concept of national security once meant something more. Franklin Roosevelt’s vision for national security, Peter Roady argues, promised an alternate path for the United States by devoting as much attention to economic want as to foreign threats. The Contest over National Security shows how a burgeoning conservative movement and power-hungry foreign policy establishment together defeated FDR’s plans for a comprehensive national security state and inaugurated the narrower approach to national security that has dominated ever since.In the 1930s, Roosevelt and his advisors, hoping to save the United States from fascism and communism, argued that national security entailed protection from both physical attack and economic want. Roosevelt’s opponents responded by promoting a more limited national security state privileging military defense over domestic economic policy. Conservatives brought numerous concerns to bear through an enormous public relations offensive, asserting not just that Roosevelt’s plans threatened individual freedom but also that the government was less competent than the private sector and incapable of delivering economic security.This contest to define the government’s national security responsibilities in law and in the public mind, Roady reveals, explains why the United States developed separate and imbalanced national security and welfare states, with far-reaching consequences. By recovering FDR’s forgotten vision, Roady restores a more expansive understanding of national security’s meanings as Americans today face the great challenges of their times.
Contested Kingdom: Fan Attachment and Corporate Control at Disneyland
by William McCarthyIn Contested Kingdom: Fan Attachment and Corporate Control at Disneyland, William McCarthy presents a groundbreaking study centered on the history of Disneyland and Disney theme park enthusiasts. Focusing on two unexplored yet interconnected phenomena—the dynamic relationship between the Disney corporation and Southern Californian fans in both online and physical park settings over a span of more than three decades—this volume sheds new light on the meaning and purpose of Disneyland. Through a comprehensive analysis of the interwoven dimensions of individuals, place, and cognitive, affective, and behavioral processes, McCarthy explores the fervent sense of place attachment experienced by the approximately one million annual passholders who visit the park. McCarthy’s analysis extends beyond the physical world of Disneyland by delving into the evolution of Disney fandom, discourse, commerce, and social formations in online social platforms like Usenet, web discussion boards, and social media. By employing a mixed-methods approach incorporating interviews, participant observation, surveys, and data analysis, this study establishes a novel analytical framework for comprehending the interrelationships between the Disney corporation, its fan communities, and online social platforms. As the first in-depth longitudinal analysis of the ongoing struggle on successive social platforms between fan users and a corporate entity, Contested Kingdom provides valuable insights for scholars and future investigations.
Contesting Cyberspace in China: Online Expression and Authoritarian Resilience
by Rongbin HanThe Internet was supposed to be an antidote to authoritarianism. It can enable citizens to express themselves freely and organize outside state control. Yet while online activity has helped challenge authoritarian rule in some cases, other regimes have endured: no movement comparable to the Arab Spring has arisen in China. In Contesting Cyberspace in China, Rongbin Han offers a powerful counterintuitive explanation for the survival of the world’s largest authoritarian regime in the digital age.Han reveals the complex internal dynamics of online expression in China, showing how the state, service providers, and netizens negotiate the limits of discourse. He finds that state censorship has conditioned online expression, yet has failed to bring it under control. However, Han also finds that freer expression may work to the advantage of the regime because its critics are not the only ones empowered: the Internet has proved less threatening than expected due to the multiplicity of beliefs, identities, and values online. State-sponsored and spontaneous pro-government commenters have turned out to be a major presence on the Chinese internet, denigrating dissenters and barraging oppositional voices. Han explores the recruitment, training, and behavior of hired commenters, the “fifty-cent army,” as well as group identity formation among nationalistic Internet posters who see themselves as patriots defending China against online saboteurs. Drawing on a rich set of data collected through interviews, participant observation, and long-term online ethnography, as well as official reports and state directives, Contesting Cyberspace in China interrogates our assumptions about authoritarian resilience and the democratizing power of the Internet.
Context and Semantics for Knowledge Management: Technologies for Personal Productivity
by John Davies Paul Warren Elena SimperlKnowledge and information are among the biggest assets of enterprises and organizations. However, efficiently managing, maintaining, accessing, and reusing this intangible treasure is difficult. Information overload makes it difficult to focus on the information that really matters; the fact that much corporate knowledge only resides in employees' heads seriously hampers reuse. The work described in this book is motivated by the need to increase the productivity of knowledge work. Based on results from the EU-funded ACTIVE project and complemented by recent related results from other researchers, the application of three approaches is presented: the synergy of Web 2.0 and semantic technology; context-based information delivery; and the use of technology to support informal user processes. The contributions are organized in five parts. Part I comprises a general introduction and a description of the opportunities and challenges faced by organizations in exploiting Web 2.0 capabilities. Part II looks at the technologies, and also some methodologies, developed in ACTIVE. Part III describes how these technologies have been evaluated in three case studies within the project. Part IV starts with a chapter describing the principal market trends for knowledge management solutions, and then includes a number of chapters describing work complementary to ACTIVE. Finally, Part V draws conclusions and indicates further areas for research. Overall, this book mainly aims at researchers in academia and industry looking for a state-of-the-art overview of the use of semantic and Web 2.0 technologies for knowledge management and personal productivity. Practitioners in industry will also benefit, in particular from the case studies which highlight cutting-edge applications in these fields.
Context-Aware Collaborative Prediction: Modeling Contextual Information For General Prediction Tasks (SpringerBriefs in Computer Science)
by Shu Wu Qiang Liu Liang Wang Tieniu TanThis book presents two collaborative prediction approaches based on contextual representation and hierarchical representation, and their applications including context-aware recommendation, latent collaborative retrieval and click-through rate prediction. The proposed techniques offer significant improvements over current methods, the key determinants being the incorporated contextual representation and hierarchical representation. To provide a background to the core ideas presented, it offers an overview of contextual modeling and the theory of contextual representation and hierarchical representation, which are constructed for the joint interaction of entities and contextual information. The book offers a rich blend of theory and practice, making it a valuable resource for students, researchers and practitioners who need to construct systems of information retrieval, data mining and recommendation systems with contextual information.