If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. In Content Marketing, world-renowned digital content expert Rebecca Lieb offers all the detailed, actionable guidance you'll need. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and of course, your website. Lieb drills down to offer detailed, actionable advice for issues such as choosing distribution channels making sure you don't run out of things to say making your content "findable" promoting two-way dialogue. Using her techniques, you can market far more effectively and personally build loyalty as you inform and entertain customers and reduce or even eliminate advertising costs. Think about it: why buy media when, today, you are the media?
Autorentext
Rebecca Lieb is a globally recognized expert on digital marketing, publishing, and media, and content strategy. She founded and led Econsultancy's US operations, was VP and editor-in-chief of The ClickZ Network for over seven years, and ran Search Engine Watch. She has held executive positions at strategic e-services consultancies including Siegel+Gale; and at global media companies including Universal Television ans Networks Group and Bertelsmann's RTL Television. She has written on media for The New York Times and The Wall Street Journal, and authored The Truth About Search Engine Optimization (FT Press), an Amazon.com best-seller.
Inhalt
- 1. What's Content Marketing, Anyway?
- 2. Why Is Content Important Now?
- 3. You're a Publisher: Think Like One
- 4. Finding Your Voice
- 5. Do You Need a Celebrity, Spokes-Character or Mascot?
- 6. What Kind of Content Are You?
- 7. Overview of Content Channels
- 8. Getting Tactical: Content Nuts and Bolts
- 9. Content and SEO
- 10. Content and PR
- 11. Content and Advertising
- 12. Content and Offline Stuff
- 13. Content and Customer Service
- 14. Content and Reputation Management
- 15. Content and Information Architecture
- 16. Content Distribution and Dissemination
- 17. User-Generated Content
- 18. Content Curation
- 19. Whose Job Is Content?
- 20. Content Audit
- 21. How to Analyze Content Needs
- 22. The Content Workflow
- 23. It's Never Over - Post-Publication
- 24. Reuse, Updating, Translation, Migration to Other Platforms
- 25. Listening and Responding
- 26. ReMake/ReModel: Repurposing Content
- 27. Yes, But is it Working? Content Metrics