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
|Publisher:||O'Reilly Media, Incorporated|
|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
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