Powering Content: Building a Nonstop Content Marketing Machine

Powering Content: Building a Nonstop Content Marketing Machine

by Laura Busche

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Product Details

ISBN-13: 9781491963746
Publisher: O'Reilly Media, Incorporated
Publication date: 06/30/2017
Pages: 308
Sales rank: 1,214,557
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 University in 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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