Content marketing for dummies:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2011
|
| Schriftenreihe: | ... for dummies
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 346 S. Ill. |
| ISBN: | 9781118007297 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: Content marketing for dummies
Autor: Gunelius, Susan
Jahr: 2011
Table of Contents
Introduction................................................................. 1
About This Book..............................................................................................1
Foolish Assumptions.......................................................................................2
Conventions Used in This Book.....................................................................2
What You Don t Have to Read........................................................................3
How This Book Is Organized..........................................................................3
Icons Used in This Book.................................................................................5
Where to Go from Here...................................................................................5
Part I: Getting Started u/ith a Content Marketing Plan.... 7
Chapter 1: Defining the Content Marketing Opportunity.............9
Understanding What Content Marketing Is................................................10
Understanding the Google Effect: How to
Leverage the Power of Search..................................................................17
Revealing the Broad Reach of Online Content...........................................21
Shifting from a Marketer to a Publisher Mindset......................................23
Developing Content to Build Your Brand and Form Relationships........25
Committing to a Long-Term Strategy..........................................................29
Benchmarking Other Businesses That Are Doing It Right.......................30
Chapter 2: Creating a Content Marketing Strategy................33
Researching Your Competition....................................................................34
Identifying Your Audience............................................................................39
Establishing Goals and Choosing the
Best Forms of Content Marketing............................................................44
Creating a Core Branded Online Destination.............................................45
Surrounding Consumers with Branded Content.......................................48
Comparing Free versus Premium Content Strategies...............................49
Chapter 3: Taking the First Steps to Executing
Your Content Marketing Plan...................................51
Cross-Promoting and Interlinking for Greater Success............................52
Link Building versus Link Baiting Strategies..............................................53
Understanding the Do s and Don ts of Content Marketing......................55
Giving Up Control and Letting Your Content Spread................................60
Using Content as a First Step to Sales.........................................................62
Leveraging Design to Enhance Content......................................................63
Part II: Marketing With Long-Form Content.................. 67
Chapter 4: Introducing the Tools of Written
Long-Form Content Marketing..................................69
Understanding and Using Long-Form Content
Marketing for Your Business....................................................................70
Becoming a Blogger.......................................................................................71
Writing Articles and Contributing to Web Sites........................................81
Authoring Ebooks..........................................................................................84
Writing Press Releases..................................................................................87
Writing White Papers....................................................................................89
Publishing Presentations..............................................................................91
Chapter 5: Using Video, Audio, Online Events,
and E-Mail for Long-Form Content Marketing....................93
Creating Videos..............................................................................................93
Using Audio and Podcasts..........................................................................100
Holding Online Events.................................................................................103
Integrating E-Mail Marketing into Your Content Marketing Efforts......106
Chapter 6: Writing in Long Form for the Web....................109
Finding Your Style and Voice.....................................................................109
Making Your Long-Form Content Shareworthy.......................................110
Following and Breaking Formal Writing Rules.........................................Ill
Formatting Long-Form Content.................................................................112
Finding More Tools for Long-Form Web
Writing and Content Marketing..............................................................114
Chapter 7: Taking Long-Form Web Content to the Next Level......119
Using Search Engine Optimization............................................................119
Building Relationships and Opening the Doors for Dialogue................126
Syndicating Content for Broader Exposure.............................................128
Part III: Marketing With Short-Form Content.............. 129
Chapter 8: Introducing the Tools of
Short-Form Content Marketing................................131
Understanding What Short-Form Marketing Is........................................131
Publishing with Facebook..........................................................................132
Networking with Linkedln..........................................................................140
Finding More Social Networking Options.................................................150
Chapter 9: Using Twitter and Creative
Ideas for Short-Form Content Marketing........................151
Microblogging with Twitter........................................................................151
Uploading Photos and Images...................................................................164
Reviewing Other Short-Form Content Marketing Tools.........................166
Chapter 10: Writing in Short Form for the Web...................171
Comparing and Contrasting Short-Form to Long-Form Web Writing... 171
Finding Your Voice......................................................................................172
Formatting Tips...........................................................................................174
Adding Value and Getting Shared with Fewer Words.............................175
Following Short-Form Web Writing Etiquette..........................................177
Chapter 11: Discovering Ways to Improve
Short-Form Content Marketing................................179
Increasing Your Search Engine Rankings.................................................179
Abbreviating, Truncating, and Shortening Content the Right Way......181
Tools and Tricks to Get More from Short-Form Content Marketing.....184
Part IV: Engaging in Online Conversations
to Share Content....................................................... 187
Chapter 12: Defining Conversational Content Marketing..........189
Understanding What Conversational Content Marketing Is..................189
Jumpstarting Dialogue................................................................................190
Being Personable and Engaging.................................................................191
Conversing and Sharing Content the Right Way.....................................192
Building Relationships................................................................................194
Chapter 13: Introducing the Tools of
Conversational Web Writing..................................197
Commenting on Blogs.................................................................................197
Conversing on Twitter................................................................................206
Using Social Networks for Conversations................................................211
Communicating on Forums........................................................................216
Commenting on Other Forms of Social Media.........................................221
Chapter 14: Getting the Most out of Online Conversations........227
Saving Time and Effort with Handy Tools................................................227
Adjusting Your Conversations and Tone for Your Audience................231
Using Keywords and Links in Conversations...........................................232
Understanding Online Conversation Etiquette........................................233
Evaluating Discussions and Tweaking Efforts.........................................234
Part V: Achieving Long-Term Success.........................239
Chapter 15: Integrating Your Content Marketing Efforts...........241
The Importance of Integrating Marketing Efforts....................................241
Interlinking Your Online Content..............................................................242
Making It Easy for Others to Share and Talk about Your Content........250
Finding Content Marketing Opportunities...............................................253
Chapter 16: Analyzing Results and Fine-Tuning Your Strategy.....259
Monitoring Your Online Reputation..........................................................259
Responding to Criticisms and Inaccuracies.............................................267
Knowing What to Track..............................................................................269
Finding Tools to Analyze Marketing Metrics...........................................272
Conducting Ongoing Research..................................................................275
Retooling a Content Marketing Strategy...................................................278
Chapter 17: Building a Content Marketing Team.................283
Identifying Resource Needs........................................................................283
Asking Employees to Help..........................................................................285
Considering the Budget..............................................................................286
Establishing Expectations and Requirements.........................................287
Finding Help with Content Creation, Sharing, and Promotion..............289
Monitoring Performance.............................................................................292
Part VI: The Part of Tens...........................................293
Chapter 18: Ten Free Tools to Get Started with
Content Marketing...........................................295
WordPress.org.............................................................................................295
stock.xchng..................................................................................................296
Paint.NET......................................................................................................297
Polldaddy......................................................................................................298
Core FTP.......................................................................................................299
CoffeeCup.....................................................................................................299
Google Analytics..........................................................................................300
Google Alerts................................................................................................300
bit.ly..............................................................................................................300
Google Bookmarks.......................................................................................301
Chapter 19: Ten Sites to Publish Your Content for Free...........303
Blogger..........................................................................................................303
Twitter...........................................................................................................304
Facebook.......................................................................................................304
Linkedln........................................................................................................304
YouTube.......................................................................................................305
SlideShare.....................................................................................................305
Flickr..............................................................................................................305
BlogTalkRadio..............................................................................................306
Podbean.com...............................................................................................307
EzineArticles.com........................................................................................307
Chapter 20: Ten Resources for Content Marketing Help...........309
Blogging All-in-One For Dummies..............................................................309
About.com Blogging....................................................................................310
WordPress Codex........................................................................................310
Google Blogger For Dummies.....................................................................310
FacebookHelp..............................................................................................311
Linkedln Learning Center...........................................................................311
Twitter For Dummies..................................................................................312
SEOmoz.........................................................................................................312
W3Schools....................................................................................................313
30-Minute Social Media Marketing............................................................313
Part VII: Appendixes.................................................315
Appendix A: Sample Content Marketing Quick Start Plans........317
A Blog-Focused Content Marketing Quick Start Plan..............................318
A Facebook Page Content Marketing Quick Start Plan...........................319
A YouTube Channel Content Marketing Quick Start Plan......................321
Appendix B: Glossary........................................323
Index.......................................................................331
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| spelling | Gunelius, Susan Verfasser aut Content marketing for dummies by Susan Gunelius Hoboken, NJ Wiley 2011 XIV, 346 S. Ill. txt rdacontent n rdamedia nc rdacarrier ... for dummies Marketing (DE-588)4037589-4 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s DE-604 Marketing (DE-588)4037589-4 s Online-Marketing (DE-588)7706419-7 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022531109&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Content marketing for dummies |
| title_auth | Content marketing for dummies |
| title_exact_search | Content marketing for dummies |
| title_full | Content marketing for dummies by Susan Gunelius |
| title_fullStr | Content marketing for dummies by Susan Gunelius |
| title_full_unstemmed | Content marketing for dummies by Susan Gunelius |
| title_short | Content marketing for dummies |
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