The Big Book of Content Marketing by Ramos, Andreas -- Read -- Imperial Library of Trantor

Index

About the Author 1. How We Got Here: Advertising and the Web

1.1. What’s in this Chapter 1.2. The Way It Used to Be: Print, Radio, TV 1.3. The Evolution of Content 1.4. Web 1.0: Digitization of Content, Distribution, and Search 1.5. Web 2.0: AJAX and the Social Web 1.6. Web 2.0 Destroys Traditional Media 1.7. This Leads to Business-Centric Content Marketing 1.8. Introducing Content Marketing 1.9. Is Content Marketing New? 1.10. What is “Content”? 1.11. Content Marketing In Contrast to Other Forms of Marketing 1.12. Problems with Current Content Strategies 1.13. The Argument against Content Marketing 1.14. The Arguments for Content Marketing 1.15. Summary of this Chapter

2. The Basics of Marketing

2.1. What’s in this Chapter 2.2. What’s Your Business Goal? 2.3. Develop Your Brand 2.4. Your Brand Statement 2.5. Your Audience 2.6. The Buying Funnel 2.7. Understand Your Competitors’ Content Strategy 2.8. Use Content Marketing as a Barrier-to-Entry 2.9. The Creative Brief 2.10. Recommended Reading 2.11. Summary of this Chapter

3. Creating Your Content

3.1. What’s in this Chapter 3.2. The Elements of Content Marketing 3.3. The Managing Editor 3.4. The Content Team 3.5. Web 2.0 and Your Audience 3.6. The Goal for Each Item of Content 3.7. The Content Formats 3.8. The Editorial Calendar for Content Marketing 3.9. Formats for Each Phase of the Buying Funnel 3.10. Email Automation and Email Newsletters 3.11. Technical Documentation 3.12. Books: Printed or Digital? 3.13. Monographs versus Serialization 3.14. Where to Find Writers 3.15. Ghost Writers 3.16. Quality or Quantity? 3.17. Use PR to Place Content 3.18. A Content Audit of Your Current Material 3.19. How Many Content Items? Think Big. How Big? Real Big. 3.20. Low Traffic Builds Up 3.21. The Use of Marketing Automation in Content Marketing 3.22. Which Should I Use? Blogs, Facebook, Twitter, or LinkedIn? 3.23. Creating Content for Global Distribution 3.24. Examples of Content Marketing 3.25. Intel.com’s Focus on Content 3.26. Eloqua’s Website for Topliners 3.27. SDNCentral.com 3.28. More Examples of Content Portals 3.29. Summary of this Chapter

4. The Hub-and-Spoke Model of Content

4.1. What’s in this Chapter 4.2. Hub-and-Spoke as a Model for Your Website and Content 4.3. Put the Audience at the Center of the Hub and Spoke 4.4. The Content Engine as a Flow Diagram 4.5. Summary of this Chapter

5. Your Active Audience: 90/9/1

5.1. What’s in this Chapter 5.2. The 90/9/1 Rule: Creators, Commenters, and Audience 5.3. Is this Really 90/9/1? 5.4. Your Role as a Creator: Be a Thought Leader 5.5. Support Your Internal Influencers 5.6. How to Use the 90/9/1 Rule to Your Advantage 5.7. Tools to Find Influencers 5.8. Measuring the Results of Influencer Marketing 5.9. Use Word Clouds to See What They’re Saying 5.10. Does This Work? 5.11. FTC Regulations on Compensation to Influencers 5.12. Your Role as a Curator and the Role of Others as Curators 5.13. Your Audience: The 90% 5.14. Your Active Audience and User Generated Content (UGC) 5.15. Summary of this Chapter

6. SEO and Content Marketing: Be Findable

6.1. What’s in this Chapter 6.2. Offer Answers to Your Audience’s Questions 6.3. Where Do People Research? 6.4. Spamming Google Isn’t Easy Anymore 6.5. Hacking the Google Algorithm 6.6. But I Need Sales or I’ll Get Fired! 6.7. Why You Shouldn’t Rely on SEO 6.8. What about SEO Hackers? 6.9. So How Do You Get on Page One? 6.10. The Best SEO Tools 6.11. The Mystery of Keywords 6.12. Technical SEO and Search Engine Compliant Pages 6.13. SEO for Social: Search Boxes on Social Media Sites 6.14. Twitter and Hashtags 6.15. Your Website’s Navigation to Your Content 6.16. Can You Post the Same Content on Different Pages? 6.17. Link Building and Inbound Links for Content Marketing 6.18. SEO for Photos: Yes, You Can! 6.19. Summary of this Chapter

7. Advertising’s Role in Content Marketing

7.1. What’s in this Chapter 7.2. What Is Digital Advertising? 7.3. How to Pay: CPM or PPC 7.4. Does PPC Work? 7.5. How to Set Up and Manage PPC 7.6. What to Avoid in PPC 7.7. Text Ads or Banner Ads? 7.8. Use Branding in Your Banner Ads 7.9. Use Banner Ads and Influencers to Reach Your Audience 7.10. Banner Ads and Low Click Rates 7.11. Ad Distribution Services 7.12. Ads in Twitter, LinkedIn, and Facebook 7.13. StumbleUpon 7.14. Remarketing and Retargeting for Content Marketing 7.15. Which Works Better? Content Marketing or PPC? 7.16. Don’t Turn Off the PPC Ads 7.17. A Case Study for Content Marketing 7.18. How to Write a Case Study 7.19. Beyond Digital: Off-Page Marketing and Traditional Advertising 7.20. Summary of this Chapter

8. Tracking, Metrics, and Business Goals

8.1. What’s in This Chapter 8.2. The Purpose of Metrics-Based Marketing 8.3. Faith-Based Marketing 8.4. The Use of Metrics in Content Marketing 8.5. What to Track and How to Track 8.6. Testing with A/B Splits and Multivariate Testing 8.7. You Can’t Fail a Test 8.8. Four out of Ten Dentists Agree 8.9. US Cities as Test Markets 8.10. Web Analytics 8.11. Key Performance Indicators, Top-Line, Bottom-Line 8.12. Top-Line and Bottom-Line as Goals 8.13. How to Report KPIs 8.14. Content Marketing and KPIs: Investor Dashboard 8.15. Beyond Budgets 8.16. Summary of this Chapter

Glossary

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