Accelerate! Move Your Business Forward Through the Convergence of Search, Social & Content Marketing by Kuenn, Arnie -- Read -- Imperial Library of Trantor

Index

Title Page Copyright Page Acknowledgements Foreword Introduction Chapter 1: The Shift to Content Marketing – Understand What’s Happening Online

Your Clients are Searchers How People Search The Search Engines Have a Goal Relevance and Ranking in the Search Results Understanding the Search Engine Results Page Everyone is Social and They’re Talking Online Local Search and Review Sites Matter, Too Going Forward: Searchers Are Telling You How to Market to Them! Conclusion

Chapter 2: Your Customers Are Online, Looking for You!

Be the Expert Build a Holistic Marketing Strategy A Lot of Content … Just Sucks! Research: The Starting Point for Creating Your Strategy Content Development: You Are Now a Publisher To Become the Trusted Solution, You Have to Be an Expert Search Engine Optimization: Understanding the Algorithm Promoting that Awesome Content Distributing and Repurposing Your Content Link Attraction vs. Link Building Conclusion

Chapter 3: Information About Customers is at Your Fingertips

Check Trending Topics Twitter for Research Yahoo! and MSN Offer Trending Data Answer Sites Can be a Mini Gold Mine You’ve Got Questions? Yahoo! Answers LinkedIn: Where Networking Is Big Business You’re on Facebook, Right? Quora: A New Entry Into the Question and Answer Field Social News Sites and Social Bookmarking Sites What’s Newsworthy is What’s Cool: Digg, Reddit and Mixx Digg Reddit Mixx When You Love It, You Keep Coming Back For More: StumbleUpon and Delicious StumbleUpon Delicious What Are Your Competitors Doing? Keyword Research as Market Research Conclusion

Chapter 4: Targeting Your Traffic through Keyword Research

Brainstorm for Keyword Phrases Use Keyword Research to Build Targeted and Optimized Content A Toolkit for Keyword Research Keyword Suggest and Instant Search Google AdWords Keyword Tool Google Insights Tool Google Trends SEOmoz.org Keyword Difficulty Tool Bing Commercial Intent Tool Some Additional Tools for Your Kit Honing in on Keyword Combinations Leveraging the Long Tail Search Conclusion

Chapter 5: Determining Your Content Marketing Objectives

Why Create Content? How Do I Put My Content to Work? Create Your Mindshare and Branding Generate Traffic, Leads and Sales Proactively Manage Your Online Reputation Content for Search Engine Rankings Share of Voice: Know Your Competitors and Community Developing a Content Marketing Mindset Conclusion

Chapter 6: Developing Engaging Content to Meet Your Goals

Get Going with Content Why Storytelling Is So Important Content Inventory: Evaluate Your Current Assets The Essentials: Editorial Calendar and Style Guide Identify Goals Conduct Research Brainstorm for Ideas Conceptualizing and Drafting Edit and Launch Can You Repurpose It? Get Inspired! Developing Content Strategies That Garners Links, Too Conclusion

Chapter 7: Sixteen Examples of Content for Your Business

Build a BLOG, Build Your Business Capture Success with CASE STUDIES Join the Conversation with COMMUNITY FORUMS CURATION, the Most Efficient Content Win Big with CONTESTS eBOOKS: Traditional Publishing Out, Self-Publishing In! Keep Them Engaged with eNEWSLETTERS INFOGRAPHICS, the Coolest Way to Display Data Look Like an Expert with INTERVIEWS Walk the Talk with PRESS RELEASES Provide Convenience through PODCASTS Sell with Product Pages VIDEOS, Stories in Motion WEBINARS, the New Conference Show Off Your Expertise with WHITE PAPERS WIDGETS & BADGES, Oh My! Conclusion

Chapter 8: Content Must Be Maintained to Be Successful

Maintain Your Content to Get the Most Value from It Defining Success Measure Progress Take What You Have Learned and Adapt For Continued Results, Update Your Content Value of Outsourcing and When to Outsource Conclusion

Chapter 9: Optimized Content Gets the Best Results

Optimizing Your Content Optimizing the Page Header Optimizing the Page Body Fitting Keywords Into Your Content Headers and Fonts in the Body Links in Your Content Optimizing the Page Footer Optimizing Images for Search Optimizing Videos for Search Optimizing for News Sites Optimizing for Local Search Optimizing for Social Media Conclusion

Chapter 10: Put the “Marketing” in Content Marketing

How to Use Social Media Interactions to Promote Your Content the Right Way Facebook – the Social Media Juggernaut Twitter – the Information Engine LinkedIn – the Business to Business Connection Developing Relationships, Building Partnerships Forum Participation Blogger Engagement Blogger Pitches: How to Approach These Sites for Best Results Press Releases and Media Outreach Email Marketing Utilize Social Voting and Bookmarking Conclusion

Chapter 11: Finding the Right Distribution Channels for Your Content

Create Social Profiles and Get Them Ready for Your Content Squidoo Article Publishing the Right Way Don’t Forget To Optimize It RSS for News and Blog Feeds Video, Photo and Podcast Sharing Sites Video is Booming Distribution Possibilities for Images Podcasting: Your Own Private Radio Broadcast Presentation-Sharing Sites Conclusion

Chapter 12: Links Mean More Opportunity for Visibility and Success

Remember the Anchor Text Internal Links – the Easiest Links to Get! Juice Up! How to Prioritize Your Efforts Based on a Link’s Value Blog and Forum Participation Using Bookmarking Sites and Voting Sites for Link Building Competitive Research and Backlink Analysis The Real Meat and Potatoes of Link Building: Search Operators How to Send a Link Request that Doesn’t Get Deleted Conclusion

Chapter 13: Conclusion

Marketing that Moves You Facebook Contest A Final Note – It’s a Digital Publishing World