Launch: How to Quickly Propel Your Business Beyond the Competition

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Overview

In order to rocket your business to stellar growth andfar-reaching recognition, you're going to need plenty offuel—nuclear fuel to thrust you beyond the pull of gravity andprimary fuel to keep you moving forward. And what's that fuel madeout of? Content.

Launch provides a detailed recipe for the most combustiblecontent—rich, magnetic content that attracts people andopportunities. This special content helps you access the mostinfluential experts in your industry and earns the ...

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Launch: How to Quickly Propel Your Business Beyond the Competition

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Overview

In order to rocket your business to stellar growth andfar-reaching recognition, you're going to need plenty offuel—nuclear fuel to thrust you beyond the pull of gravity andprimary fuel to keep you moving forward. And what's that fuel madeout of? Content.

Launch provides a detailed recipe for the most combustiblecontent—rich, magnetic content that attracts people andopportunities. This special content helps you access the mostinfluential experts in your industry and earns the trust andloyalty of people—and to earn that trust, you'll need to packaway your marketing messages. Primary fuel, the regularly producedfree content that meets the needs of your readers, is a gift thatkeeps people coming back and cultivates raving fans. Carefullydesigned and highly targeted nuclear fuel—content that has abig impact—leaves a lasting impression on people and rocketsyour industry recognition.

Launch delivers field-tested guidance on how to create the mostcompelling content, and then leverage that content for maximumvelocity—while gaining the support of top experts in yourindustry. You'll find step-by-step instruction, including howto:

  • Develop an outward-focused mindset that inspires the contentcreation process
  • Identify role models that could become tomorrow's strategicpartners
  • Build relationships with outside experts who'll gladly help yougrow your business
  • Employ social proof so visitors turn into faithful fans
  • Implement the ten most effective types of content—the fuelof your business
  • Discover new ways to market that don't repel people, butactually engage them

Every marketer throws around the word "content," but few havemastered the art and science of creating useful, thought-provoking,and viral content. Launch delivers the inspiration, encouragement,examples, and know-how you need to boost your brand to new heightsand send your rocket ship to undiscovered galaxies.

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Product Details

  • ISBN-13: 9781118027233
  • Publisher: Wiley
  • Publication date: 6/21/2011
  • Edition number: 1
  • Pages: 255
  • Sales rank: 1,053,039
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

Michael A. Stelzner is the founder of SocialMediaExaminer.com—a popular online magazine that helps businesses answer social media questions with useful how-to articles, in-depth case studies, expert interviews, and original research. He also authored the book Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.

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Table of Contents

Preface.

Acknowledgments.

Chapter 1 Rockets Don’t Fly Themselves.

The Problem with Marketing.

The Internet as the Great Paralyzer.

Meet the Enemy: Channel Overload Syndrome.

Do People Really Trust Your Business?

Introducing the Elevation Principle.

Elements of the Elevation Principle.

Why the Formula Works.

Chapter 2 Starting Your Mission Plan.

Establishing Your Clear Vision.

Crafting Measurable Goals.

Setting Your Course Trajectory.

Chapter 3 Finding Inspiration by Looking Outward.

Identifying Role Models.

Leveraging Inspirational Content.

Setting Up an Idea Vault.

Creating a Discovery System.

Why the Outward Focus?

Chapter 4 Leveraging the Power of Other People.

The Power of Other People.

Who Do You Want to Reach?

Developing Profiles for Your Ideal Reader Base.

How to Identify the Problems and Desires of Your ReaderBase.

What Problems Are They Facing?

Working with Outside Experts.

Leveraging Fire Starters.

Why Focus on Other People?

Chapter 5 Actively Engaging Other People.

Reciprocity Marketing.

The Importance of Giving Genuine Gifts.

Using Social Proof.

Moving People to Action.

Why Engage?

Chapter 6 Making Content the Fuel of Your Marketing.

Proof That Content Works.

What Makes for Great Content?

Creating an Editorial Guide.

Mapping an Editorial Calendar.

Why Content?

Chapter 7 Creating and Using Primary Fuel.

What Is Primary Fuel?

Comprehensive How-to Articles.

Expert Interviews.

Reviews.

Case Studies.

News Stories.

Contrarian Stories.

Chapter 8 Creating and Using Nuclear Fuel.

What Is Nuclear Fuel?

Reports Based on Surveys.

White Papers.

Top 10 Contests.

Micro Events.

Chapter 9 How to Employ Marketing.

What Does ‘‘Caging Marketing Messages’’Mean?

How to Employ Marketing Messages.

The Last Word: The Elevation Principle Revisited.

Appendices Primary Fuel Content Samples.

Appendix A: Comprehensive How-to Article.

Appendix B: Expert Interview.

Appendix C: Review.

Appendix D: Case Study.

Appendix E: Contrarian Story.

Glossary.

About the Author.

Discover More About the Elevation Principle.

Index.

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