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.
Autorentext
Stephanie Diamond is a marketing professional with more than 20 years of experience building profits in over 75 different industries. A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion-dollar corporations. Follow her blog at Contentmarketingtoolbox.com/blog.
Zusammenfassung
Drive your content marketing campaign toward success
Blogs and social platforms are all the rage right nowespecially 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.
Inhalt
Foreword xiii
Introduction 1
About This Book 1
Foolish Assumptions 2
Icons Used in This Book 2
Beyond the Book 3
Where to Go from Here 3
Part I: Getting Started with Content Marketing Strategies 5
Chapter 1: Establishing Your Content Marketing Strategy 7
Understanding the Components of a Content Marketing Strategy 7
Determining the company focus 8
Uncovering the customer experience 9
Creating quality content 9
Developing channel promotions 10
Deploying check-back analysis 11
Communicating Your Mission 12
Crafting your statement 12
Reviewing real mission statements 13
Establishing Your Goals 16
Uncovering your goals 16
Picking KPIs 18
Expanding Your Corporate Mindset 18
Creating a culture of content 19
Thinking about reputation 21
Using content to serve customers 23
Dipping into User Design and Habits 26
Recognizing the importance of UX design in your strategy 26
Observing product habits 27
Chapter 2: Capturing Your Customer's Attention 31
Focusing on Attention 32
Seeking the attention web 32
Looking at attention triggers 37
Making Your Content Easy to Consume 39
Reading in patterns 39
Considering design elements and typography 41
Deploying Interactive Content 44
Chapter 3: Understanding Your Business Model and Brand 49
Separating Your Business Model from Your Brand 50
Understanding the business you're in 51
Looking at some popular online business models 52
Considering the freemium model 57
Analyzing Your Business Model 60
Discovering Your Brand 61
Benefitting from attention to your brand 61
Knowing your current brand reality 63
Solidifying the Look of the Brand 64
Considering design components 64
Using a digital asset management tool 66
Developing Success Measures for Your Brand 68
Producing Engaging Branded Content 69
Chapter 4: Facilitating Buy-In from Your Team 73
Presenting the Big Picture 73
Identifying your audiences 74
Using the Five-Prong Approach (FPA) to collect buy-in information 75
Engaging the Leadership Team and Identifying Roles 78
Understanding what leaders want to know 79
Understanding how roles will work 80
Communicating the Essentials to Everyone 80
Expecting resistance to change 81
Establishing results that will be shared 82
Chapter 5: Putting Your Content Marketing Plan and Presentation Together 85
Reorganizing for Success 85
Busting silos 86
Advocating change 88
Identifying the Components of Your Content Marketing Plan 89
Documenting needed resources 89
Measuring success 90
Establishing the timeline 91
Presenting Your Plan 92
Revisiting the Five-Prong Approach 92
Putting It All Together: Your Presentation 95
Part II: Uncovering the Customer Experience 99
Chapter 6: Dipping into Customer Data 101
Understanding Big Data 101
Looking at different kinds of Big Data 102
Looking at problems with big data 103
Uncovering the Role Big Data Plays in Content Marketing 104
Improving your content marketing 105
Using real-time content 105
Discovering the Internet of Things 106
Reviewing IoT market size 106
Impacting content marketing 109
Visualizing Big Data 111
Chapter 7: Discovering Buyer P…