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Content marketing is an exciting opportunity — and a moving target. The trick to success lies in understanding both the tools available and the strategic thought process that makes them work. That's what this book is about! Learn the basics, how to build a strategy, how to create long-form and short-form content, how to analyze ...
Content marketing is an exciting opportunity — and a moving target. The trick to success lies in understanding both the tools available and the strategic thought process that makes them work. That's what this book is about! Learn the basics, how to build a strategy, how to create long-form and short-form content, how to analyze results, and a whole lot more.
Engage them — discover how to capture the attention of your customers instead of interrupting them
Add value — learn to create content that offers your customers an informational benefit
Go long — develop and promote blogs, videos, webinars, and more to share content that offers value to your customers
The short version — get the lowdown on supplying content via Twitter, LinkedIn, Facebook, Flickr, and more
Mind your manners — understand and follow social media etiquette to protect your brand
Start a conversation — familiarize yourself with the tools of informal Web writing, start conversations, and participate in forums or start your own
Keep it moving — analyze the results of your efforts and continually fine-tune your content marketing strategy
Open the book and find:
How content marketing can benefit and build your brand
Techniques for breaking through the clutter
Ways to be sure you're not spamming
Search engine optimization tricks you can use
Advice on contributing to other Web sites
Great free tools to get you started
A glossary to explain the many terms you'll encounter
Tips on building relationships
Develop an online content marketing strategy
Create content and publish it in long or short form
Promote your brand through conversations online
Follow the laws and avoid questionable content
Part I: Getting Started with a Content Marketing Plan.
Chapter 1: Defi ning the Content Marketing Opportunity.
Chapter 2: Creating a Content Marketing Strategy.
Chapter 3: Taking the First Steps to Executing Your Content Marketing Plan.
Part II: Marketing with Long-Form Content.
Chapter 4: Introducing the Tools of Written Long-Form Content Marketing.
Chapter 5: Using Video, Audio, Online Events, and E-Mail for Long-Form Content Marketing.
Chapter 6: Writing in Long Form for the Web.
Chapter 7: Taking Long-Form Web Content to the Next Level.
Part III: Marketing with Short-Form Content.
Chapter 8: Introducing the Tools of Short-Form Content Marketing.
Chapter 9: Using Twitter and Creative Ideas for Short-Form Content Marketing.
Chapter 10: Writing in Short Form for the Web.
Chapter 11: Discovering Ways to Improve Short-Form Content Marketing.
Part IV: Engaging in Online Conversations to Share Content.
Chapter 12: Defi ning Conversational Content Marketing.
Chapter 13: Introducing the Tools of Conversational Web Writing.
Chapter 14: Getting the Most out of Online Conversations.
Part V: Achieving Long-Term Success.
Chapter 15: Integrating Your Content Marketing Efforts.
Chapter 16: Analyzing Results and Fine-Tuning Your Strategy.
Chapter 17: Building a Content Marketing Team.
Part VI: The Part of Tens.
Chapter 18: Ten Free Tools to Get Started with Content Marketing.
Chapter 19: Ten Sites to Publish Your Content for Free.
Chapter 20: Ten Resources for Content Marketing Help.
Part VII: Appendixes.
Appendix A: Sample Content Marketing Quick Start Plans.
Appendix B: Glossary.