Powering Content: Building a Nonstop Content Marketing Machine
Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.

Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:

  • Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
  • Content creation: craft an engaging experience with content formats and copywriting formulas and templates
  • Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns
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Powering Content: Building a Nonstop Content Marketing Machine
Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.

Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:

  • Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
  • Content creation: craft an engaging experience with content formats and copywriting formulas and templates
  • Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns
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Powering Content: Building a Nonstop Content Marketing Machine

Powering Content: Building a Nonstop Content Marketing Machine

by Laura Busche
Powering Content: Building a Nonstop Content Marketing Machine
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Powering Content: Building a Nonstop Content Marketing Machine

Powering Content: Building a Nonstop Content Marketing Machine

by Laura Busche

Overview

Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.

Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:

  • Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
  • Content creation: craft an engaging experience with content formats and copywriting formulas and templates
  • Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns

Product Details

ISBN-13: 9781491963746
Publisher: O'Reilly Media, Incorporated
Publication date: 06/30/2017
Pages: 306
Product dimensions: 5.50(w) x 8.40(h) x 0.90(d)

About the Author

Laura Busche (@laurabusche) is the author of the Lean Branding book from O'Reilly Media and heads content strategy at Creative Market — an Autodesk company.

She earned a summa cum laude degree in Business Administration from American Universityin Washington DC, a Master of Arts in Design Management from the Savannah College of Art and Design (SCAD), and is currently completing a doctoral degree in Consumer Psychology. The World Economic Forum invited Laura to join the Global Shapers community of young people changing the world. She has grown passionate about content marketing from working at Groupon, National Geographic, mentoring hundreds of startups for Colombia’s IT Ministry, and co-founding her own digital agency (www. ozonegroup.co).

Laura is also a regular contributor at Smashing Magazine, Sitepoint, Invision, and Canva’s Design School.

Table of Contents

Preface v

1 Introduction 1

Part I Wearing the Content Strategist Hat

2 Setting Content Goals 11

3 Designing Content Personas 43

4 Defining Your Channels 57

5 Themes, Voice, and Tone 69

6 Finding Your Brand's Aesthetic 85

Part II Wearing the Content Creator Hat

7 Understanding Content Formats 101

8 The One About Formulas and Headlines 127

9 Optimizing the Content Experience with Design 147

10 Brainstorming Techniques 159

Part III Wearing the Content Manager Hat

11 Scaling Content Like a Production Manager 181

12 Managing a Content Team 203

13 Content Search Engine Optimization 225

14 Securing Distribution 251

15 Conclusion 275

A The Content Manager's 360° To-Do List 279

B The Content Marketer's Essential Dictionary 283

Index 289

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