The Content Marketing Handbook
199 pages
English

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199 pages
English

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Description

Publisher Marketing
  • Full-page ad in Entrepreneur print and digital magazine (3.1 million readers per month)
  • Email campaign to minimum 340K Entrepreneur subscribers
  • Banner ads on Entrepreneur.com (audience 14 million unique visitors per month)
  • Book excerpts shared on Entrepreneur.com to showcase each of the chapter’s content with inclusion of CTA to buy the book at the retailers
  • Book cover and text links within related articles and channels on Entrepreneur.com
  • Content campaigns shared via Entrepreneur’s social networks, which total 13 million engaged
  • Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers, and influential media contacts
  • Instagram spotlight campaign featuring case studies in the book
    Author Marketing
  • Book launch and six-month promotion plan coincide with author's peak page hit months. Author's site averages 2M hits each month between April and September. Author's promotion will include:
  • Promotion to author's 65,000 weekly newsletter subscribers
  • Advertising and book excerpts in his client -specific newsletter "The Direct Response Letter"
  • Cross promotion in his affiliate network of joint venture partners with combined e-mail opt-in lists that reach 1M+ active consumers
  • Promotion to author's 3,500 first-level LinkedIn connections, 4,600 Facebook friends and 6,400 Twitter followers
    The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more orders for what they are selling.
    Readers will learn how to:
    • Create A-level content that gets noticed, gets read, and eliminates “content pollution”
    • Overcome the biggest weakness of content marketing
    • Double marketing response rates by adding lead magnets, bonus reports, and other free content offers
    • Use content to build brands, enhance reputations, and stand out from the competition
    • Plan, execute and measure content marketing in a multichannel environment
    • Know when to stop giving away content and start asking for the orders

    Introduction
    Chapter 1: The 10 steps to content marketing success
    Chapter 2: How to write compelling content
    Chapter 3: Planning your content marketing strategy
    Chapter 4: Integrating content with direct response and online marketing
    Chapter 5: Marketing with white papers, ebooks, and special reports
    Chapter 6: Marketing with case studies and testimonials
    Chapter 7: Marketing with books and mini-books
    Chapter 8: Marketing with articles and blogs
    Chapter 9: Marketing with e-newsletters and emails
    Chapter 10: Marketing with podcasts and other audio
    Chapter 11: Marketing with video and apps
    Chapter 12: Marketing with webinars and teleconferences
    Chapter 13: Marketing with seminars, workshops, speeches, and talks
    Chapter 14: Marketing with infographics and tipographics
    Chapter 15: Social media marketing
    Chapter 16: Driving traffic with content-based calls to action
    Chapters 17: Increasing conversion with content
    Appendix A: Copyright laws and how not to violate them when creating your content
    Appendix B: Resources
  • Sujets

    Informations

    Publié par
    Date de parution 18 février 2020
    Nombre de lectures 12
    EAN13 9781613084175
    Langue English
    Poids de l'ouvrage 2 Mo

    Informations légales : prix de location à la page 0,1100€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

    Exrait

    Bob Bly does a fantastic job of summarizing all the keys to content marketing success. When you follow Bob s Silver Rule, you ll be in a far better position with prospects because they will be calling YOU. I built my own business over the past 14 years using many of the same tips and insider secrets that Bob shares in his book. I recommend it highly.
    -S TEWART G ANDOLF , CEO OF H EALTHCARE S UCCESS , LLC
    Businesspeople have too many hats that they need to wear. Bob Bly s book on content marketing is a simple, practical, usable gold mine full of tips, ideas, and strategies that help any business owner wear the marketing hat.
    -J IM T URNER, PRESIDENT OF ESSE I NC. AND M EDIX S AFE
    With The Content Marketing Handbook , Bob achieves what many have unsuccessfully attempted. He shows businesses how to blend content and copywriting to create content marketing plans that produce bottom-line results.
    -K EITH A. T RIMELS, REGISTERED ENGINEER AND COPYWRITER
    The Content Marketing Handbook provides a simple step-by-step approach to using your knowledge, experience, and expertise for positioning, credibility-building, and profit. As with Bob s many other books and information products, no stone is left unturned. This isn t theory; as a client of Bob s, I can tell you he practices what he preaches.
    -A NDREW G ARDNER, OWNER OF C ARE C OMFORT P RODUCTS L TD .
    In The Content Marketing Handbook , Bob Bly offers marketers at all levels a deeper understanding of the difference between content copy and professionally crafted direct response marketing copy. I understand content copy specific to my field but always look to those few rare experts who know how to create that extra edge that makes all the difference. What makes this book so different (and special) is Bob lays out a concise blueprint of the inner workings of creating that extra edge and specifically how to deploy in a truly omni-present marketing manner; done so, in a way I ve never seen revealed so transparently.
    -M ATT Z AGULA , F OUNDER OF T HE S MART A DVISOR N ETWORK

    Entrepreneur Press, Publisher
    Cover Design: Andrew Welyczko
    Production and Composition: Eliot House Productions
    2020 by Entrepreneur Media, Inc.
    All rights reserved.
    Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for permission or further information should be addressed Entrepreneur Media Inc. Attn: Legal Department, 18061 Fitch, Irvine, CA 92614.
    This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
    Entrepreneur Press is a registered trademark of Entrepreneur Media, Inc.
    ebook ISBN: 978-1-61308-417-5
    To Matt Zagula-a true marketing pro and master of his field
    Contents

    Acknowledgments
    Preface
    INTRODUCTION
    Content Marketing in the 21st Century
    PART I
    The Foundations of Content Marketing
    CHAPTER 1
    Setting Yourself Up for Content Marketing Success
    Content Writing and Copywriting
    The Seven Fundamentals of Good Content Writing
    The Nine Functions of Content Marketing
    Content and the Silver Rule of Marketing
    The Ten Steps to Building a Successful Content Marketing Campaign
    The Hidden Danger of Content Marketing
    CHAPTER 2
    How to Write Compelling Content
    The Five C s
    Convey Sincerity and Enthusiasm
    Contrarian Content
    The Content Writing Process
    Treasure Your Company s Content Gold Mine
    Content Recycling and Repurposing
    The Four Types of Content by Topic and Timeliness
    How to Work with Experts
    Implied Content
    Storytelling
    Curated Content
    Content Syndication
    Setting Expectations for Your Content Team
    More Tips for Making Your Content Easy to Read
    Copywriting 101 for Content Writers
    Urgency + Credibility = Better Response
    CHAPTER 3
    Planning Your Content Marketing Campaign
    The Content Matrix
    Planning the Individual Pieces of Content
    Scheduling Content Distribution
    Sourcing Your Content
    CHAPTER 4
    Integrating Content with Selling
    One-Step Content Marketing
    Multistep Content Marketing
    Drip Campaigns
    Urgency
    Retargeting
    Content-Rich Websites
    PART II
    Implementing Content Marketing Tactics
    CHAPTER 5
    Marketing with White Papers and Special Reports
    White Papers
    Special Reports
    CHAPTER 6
    Marketing with Case Studies and Testimonials
    Case Studies
    Testimonials
    CHAPTER 7
    Marketing with Books
    Books Have Benefits
    Deciding Which Way to Go
    CHAPTER 8
    Marketing with Articles and Blogs
    Getting Your Articles Published
    Blogging
    Blogging Basics
    Public Relations in Content Marketing
    CHAPTER 9
    Marketing with Enewsletters and Emails
    Building Your Elist
    Publishing Your Own Enewsletter
    Article Ideas for Company Newsletters
    14 Steps to Writing Emails That Work
    Three More Ways to Write Stronger Content Emails
    The Four U s Formula for Winning Subject Lines
    CHAPTER 10
    Marketing with Podcasts and Other Audio
    Podcasting Basics
    Audio CDs
    Five Ways to Create Audio Content Quickly and Easily
    How to Be a Great Podcast Guest
    CHAPTER 11
    Marketing with Videos and Apps
    Videos
    Marketing with Apps
    CHAPTER 12
    Marketing with Webinars and Teleconferences
    Eight Steps to Webinar Success
    16 Tips for Webinar Presenters
    Rules for Webinar Presenters to Follow
    CHAPTER 13
    Marketing with Seminars, Workshops, Speeches, and Talks
    Get Attendees in the Door
    Know What You re Talking About
    Four Presentation Tips
    Three Formulas for Organizing Your Talk
    Get to Know the Audience Better
    More Tips for Presentations
    Using a Slide Deck
    Teaching
    CHAPTER 14
    Graphic Design for Content Marketing
    Seven Secret Weapons for Maximum Response
    The 14 Biggest Graphic Design Mistakes
    Quality Control Checklist for Content Marketing
    PART III
    Converting Content Marketing Activity into Sales
    CHAPTER 15
    Driving Traffic with SEO
    Shoot for SEO Success
    META Tags
    Seven Ways to Promote Your Content with Organic Search
    Boost Your Google Ranking with Links
    CHAPTER 16
    Increasing Conversion with Response Devices
    Information That Prospects Must Give to Get Your Content
    Phone and Chat Responses
    Hard Copy Response Devices
    CHAPTER 17
    Increasing Digital Conversion with Content
    Metrics: Measuring Content Marketing Results
    Planning the Online Conversion Series
    Ten Tips for Increasing Landing Page Conversion Rates
    Five Ways to Capture Email Addresses of Landing Page Traffic
    How to Qualify Prospects Who Ask for Your Free Content
    Goals for Marketing Metrics
    PART IV
    Appendices
    APPENDIX A
    Complying with Copyright Laws When Creating Your Content
    APPENDIX B
    Content Writer s At-a-Glance Grammar and Punctuation Guide
    APPENDIX C
    Resources
    About the Author
    Index
    Acknowledgments

    I thank my agent, Bob Diforio, for finding a home for this book. I also thank the team at Entrepreneur Press-Jennifer Dorsey, Corbin Collins, Karen Billipp, and Vanessa Campos-for making this book much better than when the manuscript first crossed their desk, as they have done for all my books with Entrepreneur Press.
    Thanks also to my vendors, colleagues, joint venture partners, and clients, all of whom have contributed to my education in content marketing in a multichannel world. Some of the material in this book appeared, in slightly different form, in articles I have written for publications, including Target Marketing magazine, my enewsletter The Direct Response Letter , and my earlier book The White Paper Marketing Handbook .
    Preface

    O f the megatrends in marketing today-which include search engine optimization (SEO), online video, social media, mobile marketing, ad retargeting, and infographics-content marketing is emerging as the new killer app in the marketing world.
    Although content marketing has been used profitably for more than a century, its popularity has exploded in the past couple of decades: According to the Content Marketing Institute (CMI), as of 2017, almost nine out of ten B2B companies were using content marketing.
    The CMI also says corporations spend more than one-quarter of their promotional budgets on content marketing. According to market research company Forrester, in 2016, U.S. businesses spent a total of $10 billion on content marketing. Content marketing was forecast to be a $300 billion industry in 2019.
    Yet many content strategists and advocates get one part of marketing entirely wrong: They tell unsuspecting businesspeople that it is no longer effective to sell or persuade, and instead advise them to think of themselves as publishers instead of marketers.
    The error in this method, of course, is that businesses exist to sell customers products and services they want and need, and for which they will pay a price that allows the seller

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