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Content marketing : think like a publisher-- how to use content to market online and in social media / Rebecca Lieb.

Av: Språk: Engelska Utgivningsuppgift: Indianapolis : Que, c2012Beskrivning: xvii, 217 p. ill. 23 cmISBN:
  • 9780789748379
  • 0789748371
Ämnen: DDK-klassifikation:
  • 658.872
Library of Congress (LC) klassifikationskod:
  • HF5415.1265
Annan klassifikation:
  • Qblb
Innehåll:
Content marketing basics. What is content marketing, anyway? -- Why is content important now? -- You're a publisher; think like one -- What kind of content are you? -- Content that entertains -- Content that informs and educates -- Providing utility -- Content curation and aggregation -- Finding a voice -- Getting tactical: content nuts & bolts. Overview of digital content channels -- Content and SEO -- Content and PR -- Content and advertising -- Content marketing for live events -- Content and customer service -- Content and reputation management -- User-generated content -- Content distribution and dissemination -- Whose job is content? -- How to conduct a content audit -- How to analyze content needs -- The content workflow -- Never over: post-publication. Listening...and responding -- Remaking, remodeling, and repurposing content -- Tools of the trade -- Yes, but is it working? Content metrics and analytics.
Bestånd
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Förbättrade beskrivningar från Syndetics:

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?

Includes index.

Content marketing basics. What is content marketing, anyway? -- Why is content important now? -- You're a publisher; think like one -- What kind of content are you? -- Content that entertains -- Content that informs and educates -- Providing utility -- Content curation and aggregation -- Finding a voice -- Getting tactical: content nuts & bolts. Overview of digital content channels -- Content and SEO -- Content and PR -- Content and advertising -- Content marketing for live events -- Content and customer service -- Content and reputation management -- User-generated content -- Content distribution and dissemination -- Whose job is content? -- How to conduct a content audit -- How to analyze content needs -- The content workflow -- Never over: post-publication. Listening...and responding -- Remaking, remodeling, and repurposing content -- Tools of the trade -- Yes, but is it working? Content metrics and analytics.

Imported from: gil.westga.edu:7390/Voyager (Do not remove)

Innehållsförteckning levererad av Syndetics

  • Introduction(p. xiii)
  • Foreword(p. xv)
  • Part I Content Marketing Basics
  • 1 What Is Content Marketing, Anyway?(p. 1)
  • Digital Changed Everything(p. 2)
  • 2 Why Is Content Important Now?(p. 5)
  • 3 You're a Publisher. Think Like One.(p. 11)
  • Part II What Kind of content are you?
  • 4 What Kind of Content Are You?(p. 15)
  • 5 Content That Entertains(p. 19)
  • 6 Content That Informs and Educates(p. 27)
  • Example: Wine Library(p. 28)
  • Example: Corning(p. 29)
  • Example: Sports Bras(p. 30)
  • Example: Hubspot(p. 31)
  • Example: Online Communities(p. 32)
  • Branded Content That Informs and Educates(p. 33)
  • 7 Providing Utility(p. 39)
  • 8 Content Curation and Aggregation(p. 47)
  • Examples(p. 50)
  • Finding Content(p. 51)
  • Don't Be a Pirate(p. 52)
  • Aggregation, Filtering, and Curation Platforms(p. 53)
  • 9 Finding a Voice(p. 55)
  • Spokesperson or Spokes-Character(p. 57)
  • Part III Getting Tactical: Content Nuts & Bolts
  • 10 Overview of Digital Content Channels(p. 61)
  • Social Networks(p. 62)
  • Facebook(p. 62)
  • LinkedIn(p. 65)
  • Google+(p. 65)
  • Custom Social Networks(p. 67)
  • Geo-Social Networks(p. 67)
  • Location-Based Content(p. 69)
  • Online Directories(p. 72)
  • Email(p. 72)
  • Blogs(p. 73)
  • Social Bookmarking(p. 76)
  • Online Video(p. 76)
  • Podcasts(p. 78)
  • Webinars(p. 79)
  • Twitter (and Microblogging)(p. 80)
  • Tumblr and Posterous(p. 81)
  • Long-Form Publishing (ebooks, Whitepapers, Digital Magazines)(p. 82)
  • Digital Media Center/Press Room(p. 84)
  • Apps and Widgets(p. 86)
  • Case Studies(p. 89)
  • Articles and Columns(p. 90)
  • Elearning/Online Training(p. 91)
  • Online Community(p. 92)
  • Wikis(p. 94)
  • Visual Information (Charts, Diagrams, Infographics, Maps)(p. 95)
  • 11 Content and SEO(p. 97)
  • Keywords Are Key(p. 98)
  • Optimize Images and Multimedia Content(p. 101)
  • Quality Matters-So Does Specificity(p. 103)
  • 12 Content and PR(p. 105)
  • Enter the Optimized Press Release(p. 106)
  • Find the Influencers (Not Necessarily the Journalists)(p. 107)
  • 13 Content and Advertising(p. 113)
  • 14 Content Marketing for Live Events(p. 121)
  • Before: Building Buzz and Interest(p. 122)
  • Hashtags-A Critical Underpinning(p. 122)
  • Social Media Channels(p. 123)
  • During: Building Engagement(p. 124)
  • After: You've Got Content!(p. 125)
  • 15 Content and Customer Service(p. 127)
  • Anticipating and Addressing Need(p. 128)
  • Create Feedback Mechanisms(p. 129)
  • Creating One-on-One Communication(p. 131)
  • 16 Content and Reputation Management(p. 135)
  • Crisis Management(p. 137)
  • 17 User-Generated Content(p. 143)
  • Soliciting Ideas(p. 147)
  • 18 Content Distribution and Dissemination(p. 151)
  • Contribute(p. 152)
  • Promote(p. 153)
  • Syndicate via RSS Feeds(p. 153)
  • 19 Whose Job Is Content?(p. 155)
  • Job Description: Chief Content Officer(p. 158)
  • 20 How to Conduct a Content Audit(p. 163)
  • Step 1 Create a Content Inventory(p. 164)
  • Step 2 Determine What Your Content Covers(p. 165)
  • Step 3 Verify Accuracy and Timeliness(p. 165)
  • Step 4 Determine Whether Your Content Is Consistent with Your Goals(p. 165)
  • Step 5 Note Whether People Are Finding and Using Your Content(p. 166)
  • Step 6 Verify Whether the Content Is Clean and Professional(p. 166)
  • Step 7 Take Stock of the Content Organization(p. 167)
  • Step 8 Evaluate the Tone of Voice(p. 168)
  • Step 9 Note the Keywords, Metadata, and SEO(p. 168)
  • Step 10 Identify Any Gaps(p. 169)
  • Step 11 Define the Needed Changes/Actions(p. 169)
  • 21 How to Analyze Content Needs(p. 171)
  • Where to Start?(p. 172)
  • How Much, How Often?(p. 172)
  • When?(p. 173)
  • 22 The Content Workflow(p. 175)
  • More Tools of the Trade(p. 177)
  • Part IV It's Never Over-Post-Publication
  • 23 Listening...And Responding(p. 181)
  • Why Listen?(p. 182)
  • What to Listen For(p. 183)
  • How and Where to Listen(p. 183)
  • Involve Others and Assign Roles(p. 186)
  • Responding(p. 187)
  • 24 Remaking, Remodeling, and Repurposing Content(p. 189)
  • Slice 'n' Dice(p. 190)
  • As You Listen, So Shall You Create Content(p. 191)
  • It's Doubtful You'll Be Repeating Yourself(p. 191)
  • 25 Tools of the Trade(p. 193)
  • Social Networks(p. 194)
  • Listening Tools(p. 194)
  • Twitter Management(p. 195)
  • Twitter Analytics and Measurement(p. 196)
  • Content Sharing(p. 196)
  • PR(p. 197)
  • Blogging(p. 197)
  • Measurement and Analytics(p. 197)
  • Online Surveys(p. 198)
  • Audio/Video & Graphics(p. 198)
  • Keyword Research(p. 199)
  • Webinar Providers(p. 199)
  • Miscellaneous(p. 200)
  • 26 Yes, But Is It Working? Content Metrics and Analytics(p. 201)
  • Establish a Measurement Plan(p. 202)
  • An Example of Business-to-Business Content Marketing Measurement(p. 203)
  • An Example of Business-to-Consumer Content Marketing Measurement(p. 203)
  • Web Traffic and Engagement(p. 204)
  • Sales(p. 205)
  • Qualitative Customer Feedback(p. 206)
  • Sales Lead Quality(p. 206)
  • Search and Social Media Ranking/Visibility(p. 206)
  • Conclusion(p. 207)
  • Index(p. 209)