Content Marketing Strategies For Dummies E-Book

Stephanie Diamond

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 433

Veröffentlichungsjahr: 2015

Beschreibung

Drive your content marketing campaign toward success Blogs and social platforms are all the rage right now--especially for strategists looking to cultivate influence among target audience members through content marketing. Content Marketing Strategies For Dummies explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. Content marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. * Analyze customer data to better understand your target audience's journey * Leverage social platforms, such as Facebook and Twitter, to develop channel promotions * Create and curate intelligent, engaging content that leads to action * Build upon your previous success with closed-loop analysis Whether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, Content Marketing Strategies For Dummies tells you how to gain a critical, competitive advantage through targeted content marketing strategies.

Leseprobe

Content Marketing Strategies For Dummies®

Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, www.wiley.com

Copyright © 2016 by John Wiley & Sons, Inc., Hoboken, New Jersey

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Published simultaneously in Canada

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Library of Congress Control Number: 2015957831

ISBN: 978-1-119-15454-9

ISBN 978-1-119-15456-3 (ebk); ISBN ePDF 978-1-119-15463-1

Content Marketing Strategies For Dummies®

Visit www.dummies.com/cheatsheet/contentmarketingstrategies to view this book's cheat sheet.

Table of Contents

Cover

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

Guide

Cover

Table of Contents

Begin Reading

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Foreword

Traditional advertising is in turmoil. Online advertising is increasingly expensive, and consumers are becoming cautious of what they click next.

The reality is that today’s customers will make a buying decision only after arming themselves with research that gives them enough confidence that they’re making an intelligent decision.

Educational-based marketing (a.k.a. content marketing) is the new driver for online sales. It's also proving to be the most effective technique in engaging an audience with your brand early in the purchase cycle — so much so that thought leaders in online marketing have said, “Content Marketing is the only marketing left.”

The growth of content marketing continues to revolutionize the way that we communicate and engage with existing and perspective clients. It is the only form of marketing today that capitalizes on educating customers and actually addressing customer problems by publishing relevant content.

Content marketing is about publishing interesting media that is of high value to your readers. Through quality content, this marketing positions you as an authority in your market, building trust and loyalty that translates into lifelong customers.

Content marketing is complex, which makes deciding where to start challenging. There are many moving parts, which makes learning it quite difficult. This book simplifies all the key elements and lays out strategies and formulas that take you through the process no matter what level or size of organization.

Combining this strategy with the right tools enables you to build and scale a marketing plan that works well with your business.

When Stephanie approached me about her writing this book, I could not think of anyone more suited. She not only is experienced in the field but has also already cowritten the successful Social Media Marketing For Dummies book in several editions. With her deep knowledge of the topic, she has managed to distill a complex subject perfectly for readers of all kinds, small businesses, brands, and newcomers.

Paul CliffordCEO & Founder, Kudani.com

Introduction

Much has been written about content marketing in the last few years. It’s a hot topic that continues to attract attention. If done correctly, it can help grow your business and add revenue to your bottom line. But very little has been written about how to develop the underlying content marketing strategy that is crucial to your success.

The quality of the questions you ask yourself about your business will determine how well you serve your customers and your community. So the first question you need to ask yourself is, “How do I create a content marketing strategy so that I can serve my customers?” Content Marketing Strategies For Dummies is written to help you answer this and many other crucial questions about content marketing.

About This Book

Content marketing is how you provide your customers with the information they need to make decisions and solve problems. So why are so many content marketers falling short in this critical area? More specifically, what problems hold you back from creating the content you need you?