Content Chemistry: An Illustrated Handbook for Content Marketing

Content Chemistry: An Illustrated Handbook for Content Marketing

by Andy Crestodina

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Overview

Content Chemistry: An Illustrated Handbook for Content Marketing by Andy Crestodina


The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun. This edition has been updated to reflect new technology and marketing trends.

Product Details

ISBN-13: 9780988336438
Publisher: Orbit Media Studios, Inc
Publication date: 09/15/2014
Edition description: Second Edition, Second edition
Pages: 112
Product dimensions: 8.00(w) x 10.00(h) x 0.40(d)

About the Author


Andy Crestodina is a cofounder and the strategic director of Orbit Media Studios, an award-winning web design company, which has completed more than 1,000 successful website projects. He is a top-rated speaker at national conferences who is dedicated to the teaching of marketing. His favorite topics include search engine optimization, social media, analytics, and content strategy. He has written more than 100 articles on content marketing topics. He lives in Chicago.

Table of Contents

Introduction

Welcome to Content Chemistry 5

Who This Book is For 6

How to Use This Book: Experiment and Measure 6

What is Content Marketing? 6

The Evolution of Marketing 7

Content Marketing vs. Advertising 10

Web Strategy and Website ROI 10

Case Study: Libby's Laboratory Services 10

What You'll Need 13

Part 1 Lecture

Traffic Sources 17

Search Engine Optimization (SEO) 17

Social Media Marketing 25

Email Marketing 27

Conversions 31

Types of Conversions 32

Conversion Factors 33

Measure… 35

…and Improve 36

Special Section: Mobile 37

Part 2 Lab

Content 43

Atomize Your Content: The Periodic Table of Content 42

Content Development: How to Write 49

Keyphrase Research 51

Article Checklist 60

Google Authorship: How to Get Your Picture in Google Search Results 66

Sample Article 68

Content Quality 69

Promotion 75

Email Marketing 75

Social Promotion 85

Guest Blogging 91

Inspiration: Content Genesis 101

Idea Templates and Headline Hacks 101

Interviews 102

Write for Each Stage in the Conversion Funnel 103

Follow the Leader 104

Attend Events 104

Look in Your Outbox 105

Conclusion 107

Persist 107

Fear Not 107

Have Fun! 108

Resources 108

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