Book 5

Implementing Channel Promotions

Contents at a Glance

  1. Chapter 1: Identifying Paid, Earned, Shared, and Owned Media
    1. Understanding Types of Media
    2. Utilizing Paid Media
    3. Championing Earned Media
    4. Enhancing Shared Media
    5. Amplifying Owned Media
    6. Creating a Framework for Achieving the Right Mix
  2. Chapter 2: Using Search Marketing
    1. Knowing the Three Key Players in Search Marketing
    2. Targeting Search Queries
    3. Optimizing Your Assets for Specific Channels
    4. Earning Links
  3. Chapter 3: Making Content Shareable
    1. Embracing Shareability as a Strategy
    2. Uncovering the Five Ws and One H of Online Sharing
    3. Adding Social Bookmarking
    4. Making SEO a Priority
    5. Deploying Hashtags to Encourage Sharing
  4. Chapter 4: Considering Email Marketing
    1. Understanding Marketing Emails
    2. Sending Broadcast and Triggered Emails
    3. Building a Promotional Calendar
    4. Creating Email Campaigns
    5. Writing and Designing Effective Emails
    6. Getting More Clicks and Opens
    7. Ensuring Email Deliverability