Content Is Currency · Developing Powerful Content for Web and Mobile by Wuebben, Jon -- Read -- Imperial Library of Trantor

Index

Cover Page Title Page Copyright Page Contents Introduction

Optimized Content Works Harder What Will You Learn in Content Is Currency? Who Is This Book For? The Purpose of Content The Structure of Each Chapter Why Am I Qualified to Teach Content? A Few Extra Bonuses for Your Investment

Part I Content: It’s the Currency

Chapter 1 What Is Content Marketing, Why Do You Need It, and How Do You Maximize Its Effectiveness?

Marketing in the Pre-Internet Days Why Do You Need Great Content? Maximizing Its Effectiveness—The Content Marketing Machine We All Hunger to Connect Your Content Marketing Goals Places to Find Content Ideas The Undeniable Power of Web Content Current Trends in Content Marketing Current Research on B2B Content Marketing Summing It Up

Chapter 2 Analyzing Your Current Web Content and Mobile Presence

There’s a Lot of Bad Content Out There How to Approach Your Web Content Analysis Overall Quality of the Copy Putting It All Together—Harmonizing Your Content Formatting and Usability How Content Relates to Design Usability Analysis

Chapter 3 Performing Keyword and Competitive Research

The Essential Practice of Keyword Research What Words Are Potential Customers Using to Search for You? Keyword Strategizing and Brainstorming Look for Emerging Keyword Phrases Optimize for Long Tail Keyword Phrases Establish New Phrases That No One Is Using Yet Keyword Nuances—Some Other Important Considerations Keyword Relevant Content for e-Commerce Competitive Research

Chapter 4 Optimizing Your Web Content

Search Engine Ranking Factors—SEOmoz Study Writing for the Search Engines and for People Factors That Help Your Page Rank Well The Query Ranking Factor The Process for Page Optimization Metadata Snippet Content Alt Text and Text Hidden in Images Does the Content Work? Analyzing the Results SEO Best Practices: A Review

Part II Content for the Web

Chapter 5 Website Content—Including Case Studies, E-Books, White Papers, and Articles

Think of Your Website in Terms of Content Modules The Philosophy Behind Great Website Content Important Site Pages Places to Expand Content Customer (Service) Friendly Content Other Considerations E-Commerce Website Content Landing Pages—Getting That Magic Conversion User-Generated and Crowdsourced Content Microsites Lead-Generation Content for Your Site Other Types of Website Content That May Help SEO Build Content Through Licensing

Chapter 6 Press Releases and Media/Press Rooms

Getting the Word Out Become the News The Numbers Don’t Lie A Little Bit of History Your Game Plan—Putting Together a Press Release SEO Strategy Writing a Release Press Release Distribution What Can Happen If You Do Releases Right Pitching Your Release to Writers in Your Industry Track the Page Views and Pickups The Social Media News Release A Forward-Thinking Wire Service: PitchEngine The Social Media “Newsroom” Summary

Part III Content for Community and Mobile

Chapter 7 Content for Social Media

Social Media Optimization Why Social Media Optimization Matters Social Media Is Expanding Like Crazy Gathering in Groups How Your Company Benefits from Social Media Content Types of Social Media Content Making an Impact with Social Media Content Profiles of Important Social Media Sites Using Incentives for Influence Finding Time for Social Media Content Mine Social Media for Keyword Research Social Aggregators Creating Social Media Content for Specific Company Needs Final Notes Summary

Chapter 8 Blogging to Connect with Prospects and Customers

Blog Titles—It All Starts Here Start with a Great Opening Blogging Content—Best Practices Finding Your Own Voice Managing a Large Blog with Multiple Contributors Creating Link-Friendly Blog Content Link-Building Experts Speak … Blog Link Bait Guest Writing on Other Blogs Seth Godin Might Have Said It Best …

Chapter 9 The Relationship-Building Power of E-Mail Content, Auto-Responders, Newsletters, and More

E-Mail As a Content Marketing Medium Define Your Goals/Audience The Benefits of Using E-Mail to Connect Establishing Your Voice The Subject Line Best Practices in E-Mail Content Development Event-Triggered and Behaviorally Targeted E-Mail (Autoresponders) Integrating Social Media E-Mail Newsletters—A Few More Important Details Different Customer Groups Need Different E-Mails Choosing an E-Mail Service Provider Common Mistakes with E-Mails Getting Inside Their Head

Chapter 10 Video Content

Powerful Statistics Trends in the Web Video Space Getting Your “Studio” Set Up—The Basics Putting Together a Video Content Plan Strategy Capturing Your Story in Moving Images Storyboarding and Scripting Production: Shooting the Video Content Postproduction: Editing the Video Content Optimizing Video for the Web and Mobile Distributing Video Content and Maximizing the Marketing Effort Creating a Mass of Video Content Using an Outside Vendor for Video Production A Final Word on Web Videos

Chapter 11 Audio Content—Podcasts, Webinars, and More

Podcasting Creating a Simple Podcast The Importance of Metadata Best Practices for Podcasting Developing a Strong Bond with Your Audience Webinars Best Practices for Webinars Webinar Platform: GoToMeeting (Citrix) or WebEx (Cisco)? Summary

Chapter 12 Content for Mobile

The Third Screen Additional Benefits of Mobile Content Mobile Content Features Are Just as Compelling Who Is Your Mobile Audience? A Mobile Content Strategy Making Your Website Content Mobile Friendly Writing Content for Mobile Mobile Applications Mobile Advertising Content Location-Based Mobile Marketing Content Mobile SEO Integrating Mobile with Your Total Content Marketing Program Next Steps

Chapter 13 Putting It All Together: Unleashing Your Content Marketing Machine

The Content Life Cycle Your Stage with the Content Curriculum The Content Marketing Machine Content Planning and Strategy Content Creation Develop a Content Publishing Schedule Need Content Ideas? Content Marketing and Distribution Content Management Content Curation Current Trends in Content Marketing Content Marketing Best Practices Some Final Thoughts That’s a Wrap!

Index Footnotes

Chapter 1

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Chapter 2

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Chapter 4

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Chapter 5

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Chapter 6

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Chapter 7

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Chapter 8

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Chapter 9

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Chapter 10

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Chapter 11

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Chapter 12

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