Table of Contents
Foreword Introduction
Section One: Coping With the Content Marketing Revolution
Chapter One: The Shift to Content Marketing
Chapter Two: Six Reasons Businesses Are Making the Change Toward Content Marketing
Section Two: How to Put Content Marketing to Work
Chapter Three: How to Develop a Content Marketing Mindset—and a Process to Match—Within Your Organization
Chapter Four: How to Select the Content Types that Best Match Your Strategy
Chapter Five: Making Great Content Happen
Chapter Six: Putting the “Marketing” in Content Marketing
Section Three: Learning from Smart Marketers—Best Practice Success Stories
Chapter Seven: Best Practice Success Stories Overview
Chapter Eight: Yes, Content Marketing Can Make Welding Cool!
Chapter Nine: Creative Content Marketing Enables a David to Compete Successfully Against Goliaths
Chapter Ten: Finally, a PR Agency that Understands Both Boomers and Blogging!
Chapter Eleven: Perfectly Targeted Content for Customers and Prospects
Chapter Twelve: Solopreneur Sagas—Even Micro-Businesses Make Content Marketing Pay Off
Chapter Thirteen: Content Marketing Pays Off on the Bottom Line in Australia
Chapter Fourteen: You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy
Chapter Fifteen: Leveraging Content Marketing to Strengthen Member and Community Relationships
Chapter Sixteen: At Best Buy, It’s All About Strengthening Customer Relationships
Chapter Seventeen: Using Content Marketing to Accelerate the Acceptance of a Concept and a Product
Chapter Eighteen: Preserving the Value of Content
Chapter Nineteen: ThomasNet—A Content Marketer’s Content Marketer
Chapter Twenty: E-mail Software Provider Teaches Customers to Market Effectively
Chapter Twenty-One: UK Law Firm Uses Content Marketing to Build Powerful New Brand
Chapter Twenty-Two: Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective
Section Four: Putting the Lessons into Action
Chapter Twenty-Three: Top 10 Content Marketing Lessons Learned from Successful Practitioners
Chapter Twenty-Four: An In-Depth Case Study—Developing a Content Marketing Strategy from Start to Finish
Chapter Twenty-Five: Marketing Survival
Acknowledgments
Index
About the Authors
