Content Marketing Strategies For Dummies® by Diamond, Stephanie -- Read -- Imperial Library of Trantor

Index

Table of Contents

Foreword Introduction

About This Book Foolish Assumptions Icons Used in This Book Beyond the Book Where to Go from Here

Part I: Getting Started with Content Marketing Strategies

Chapter 1: Establishing Your Content Marketing Strategy

Understanding the Components of a Content Marketing Strategy Communicating Your Mission Establishing Your Goals Expanding Your Corporate Mindset Dipping into User Design and Habits

Chapter 2: Capturing Your Customer’s Attention

Focusing on Attention Making Your Content Easy to Consume Deploying Interactive Content

Chapter 3: Understanding Your Business Model and Brand

Separating Your Business Model from Your Brand Analyzing Your Business Model Discovering Your Brand Solidifying the Look of the Brand Developing Success Measures for Your Brand Producing Engaging Branded Content

Chapter 4: Facilitating Buy-In from Your Team

Presenting the Big Picture Engaging the Leadership Team and Identifying Roles Communicating the Essentials to Everyone

Chapter 5: Putting Your Content Marketing Plan and Presentation Together

Reorganizing for Success Identifying the Components of Your Content Marketing Plan Presenting Your Plan

Part II: Uncovering the Customer Experience

Chapter 6: Dipping into Customer Data

Understanding Big Data Uncovering the Role Big Data Plays in Content Marketing Discovering the Internet of Things Visualizing Big Data

Chapter 7: Discovering Buyer Personas

Reviewing Persona Development Collecting Information Avoiding Common Mistakes Looking at How Generations Differ Identifying a Prospect’s Emotions Keeping Up with Trends

Chapter 8: Taking the Buyer’s Journey

Harnessing the Customer Experience Uncovering Commercial Intent Defending Against Competitors Identifying the Stages of the Buyer’s Journey Personalizing Your Content

Chapter 9: Embracing Sales Enablement

Discovering Sales Enablement Training Your Salesforce Coaching Your Reps to Become Winners Checking Out Sales Enablement Blogs

Part III: Creating Actionable Content

Chapter 10: Examining Your Content Plan

Evaluating Your Content Assessing Your Content Visualizing Your Sites Creating Your Plan Focusing on Specialized Content

Chapter 11: Exploring Content Types

Dipping into Content Categories Working with Original Short- and Long-Form Content Using Curation Making Use of User-Generated Content Repurposing Content to Add Value Viewing Aggregated Visual Content Dealing with Live Video Content Extending Business News Offering Online Courses Managing Content Formats

Chapter 12: Storytelling for Content Marketers

Storytelling to Engage Your Audience Structuring Your Content Using Stories

Chapter 13: Creating Processes and Systems for Your Content

Organizing the Content Process Determining Roles and Responsibilities Managing the Workflow Documenting Your Policies and Procedures

Part IV: Developing Channel Promotions

Chapter 14: Examining Channel Plans

Getting Started with Your Channel Plan Preparing for a Channel Audit Dipping into Some Major Channel Examples

Chapter 15: Sharing Your Content

Embracing Shareability As a Strategy Uncovering the Five Ws and One H of Online Sharing Adding Social Bookmarking Making SEO a Priority Deploying Hashtags to Encourage Sharing

Chapter 16: Looking at Paid, Earned, Shared, and Owned Media

Understanding Types of Media Utilizing Paid Media Championing Earned Media Enhancing Shared Media Amplifying Owned Media Creating a Framework for Achieving the Right Mix Section 1: Owned Channels Section 2: Shared Media Section 3: Paid Ads Section 4: Earned Media Section 5: Evaluate and Revise

Chapter 17: Delving into Syndication and Guest Posting

Understanding Syndication Looking at Online Syndicators Establishing Your Syndication Plan Discovering Guest Posting

Chapter 18: Working with Influencers

Discovering the Evolving Role of Influencers Recognizing Influencer Types Finding the Right Influencers Uncovering New Influencers Influencing with Customer Advocacy Enhancing Word of Mouth (WOM) with Advertising

Part V: Using Check-Back Analysis

Chapter 19: Reassessing Your Business Model and Brand Value

Validating Business Models Reviewing Your Brand Status

Chapter 20: Reviewing Your Content Marketing Strategy

Allowing for Failed Experiments Looking Back at Your Content Marketing Strategy Reevaluating Your Ecosystem

Part VI: The Part of Tens

Chapter 21: Ten Problems Content Marketers Face

Company Focus Customer Experience Content Promotion Content Creation Check-back Analysis

Chapter 22: Top Ten Blogs on Content Marketing

Buffer Content Marketing Institute Convince & Convert Copyblogger Oracle (Eloqua) Content Marketing Blog HubSpot Marketing Blog Marketo Content Marketing Guides QuickSprout Social Media Examiner Social Triggers Seth Godin

Chapter 23: Ten Free Tools for Content Marketing

BuzzSumo Dropbox Emotional Marketing Value Headline Analyzer Evernote Google Webmaster Tools Grammarly Piktochart Screenpresso SEO SiteCheckup WordPress Calendar

About the Author Cheat Sheet Advertisement Page Connect with Dummies End User License Agreement

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