Content marketing: think like a publisher - how to use content to market online and in social media
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Indianapolis, Ind.
Que Publ.
2012
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 217 S. Ill., graph. Darst. 23 cm |
| ISBN: | 9780789748379 0789748371 |
Internformat
MARC
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| 245 | 1 | 0 | |a Content marketing |b think like a publisher - how to use content to market online and in social media |c Rebecca Lieb |
| 264 | 1 | |a Indianapolis, Ind. |b Que Publ. |c 2012 | |
| 300 | |a XVII, 217 S. |b Ill., graph. Darst. |c 23 cm | ||
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Datensatz im Suchindex
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| adam_text | Titel: Content marketing
Autor: Lieb, Rebecca
Jahr: 2012
TABLE OF CONTENTS
Introduction xiii
Foreword xv
PART I: CONTENT MARKETING BASICS
1 What Is Content Marketing, Anyway? 1
Digital Changed Everything.....................................2
2 Why Is Content Important Nov/! 5
3 You re a Publisher. Think Like One..............................11
PART II: WHAT KIND OF CONTENT ARE YOU?
4 What Kind of Content Are You? 15
5 Content That Entertains 19
6 Content That Informs and Educates 27
Example: Wine Library .........28
Example: Corning ..............................................29
Example: Sports Bras..........................................30
Example: Hubspot..............................................31
Example: Online Communities...................... .........32
Branded Content That Informs and Educates.................33
7 Providing Utility 39
8 Content Curation and Aggregation 47
Examples ........................................................50
Finding Content ............................................51
Don t Be a Pirate................................................52
Aggregation, Filtering, and Curation Platforms ..............53
9 Finding a Voice 55
Spokesperson or Spokes-Character 57
PART III: GETTING TACTICAL: CONTENT NUTS BOLTS
10 Overview of Digital Content Channels 61
Social Networks 62
Facebook 62
Linkedln 65
Google+..................................................65
Custom Social Networks ................................67
Geo-Social Networks ...................................68
Location-Based Content ..................................69
Online Directories 72
Email ..........................................................72
Blogs 73
Social Bookmarking 76
Online Video 76
Podcasts 78
Webinars 79
Twitter (and Microblogging) 80
Tumblr and Posterous ...................................81
Long-Form Publishing (ebooks, Whitepapers,
Digital Magazines) 82
Digital Media Center/Press Room 84
Apps and Widgets 86
Case Studies 89
Articles and Columns 90
Elearning/Online Training 91
Online Community 92
Wikis 94
Visual Information (Charts, Diagrams,
Infographics, Maps) 95
11 Content and SEO 97
Keywords Are Key.......................................98
Optimize Images and Multimedia Content 101
Quality Matters-So Does Specificity 103
12 Content and PR 105
Enter the Optimized Press Release 106
Find the Influences (Not Necessarily the Journalists) 107
13 Content and Advertising 113
14 Content Marketing for Live Events 121
Before: Building Buzz and Interest 122
Hashtags-A Critical Underpinning 122
Social Media Channels ., 123
During: Building Engagement 124
After: You ve Got Content! 125
15 Content and Customer Service 127
Anticipating and Addressing Need 128
Create Feedback Mechanisms 129
Creating One-on-One Communication 131
16 Content and Reputation Management 135
Crisis Management 137
17 User-Generated Content 143
Soliciting Ideas 147
18 Content Distribution and Dissemination 151
Contribute 152
Promote 153
Syndicate via RSS Feeds 153
19 Whose Job Is Content? 155
Job Description: Chief Content Officer 158
20 How to Conduct a Content Audit 163
Step 1: Create a Content Inventory..........................164
Step 2: Determine What Your Content Covers 165
Step 3: Verify Accuracy and Timeliness 165
Step 4: Determine Whether Your Content Is Consistent
with Your Goals 165
Step 5: Note Whether People Are Finding and
Using Your Content 166
Step 6: Verify Whether the Content Is Clean
and Professional 166
Step 7: Take Stock of the Content Organization 167
Step 8: Evaluate the Tone of Voice 168
Step 9: Note the Keywords, Metadata, and SEO 168
Step 10: Identify Any Gaps ............................169
Step 11: Define the Needed Changes/Actions 169
21 How to Analyze Content Needs 171
Where to Start? 172
How Much, How Often? 172
When?...............................................173
22 The Content Workflow 175
More Tools of the Trade 177
PART IV: IT S NEVER OVER-POST-PUBLICATION
23 Listening...And Responding 181
Why Listen? 182
What to Listen For 183
How and Where to Listen 183
Involve Others and Assign Roles 186
Responding 187
24 Remaking, Remodeling, and Repurposing Content 189
Slice n Dice 190
As You Listen, So Shall You Create Content 191
It s Doubtful You ll Be Repeating Yourself 191
25 Tools of the Trade 193
Social Networks 194
Listening Tools 194
Twitter Management 195
Twitter Analytics and Measurement 196
Content Sharing...............................................196
PR ................................. 197
Blogging 197
Measurement and Analytics .............................197
Online Surveys ...............................................198
Audio/Video Graphics ....................................198
Keyword Research..............................................199
Webinar Providers............................................199
Miscellaneous ..............................................200
26 Yes, But Is It Working? Content Metrics and Analytics 201
Establish a Measurement Plan .....................202
An Example of Business-to-Business Content Marketing
Measurement ............................................203
An Example of Business-to-Consumer Content
Marketing Measurement.............................203
Web Traffic and Engagement................................204
Sales................................................,.......205
Qualitative Customer Feedback ........................206
Sales Lead Quality 206
Search and Social Media Ranking/Visibility 206
Conclusion 207
Index 209
|
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| id | DE-604.BV040960844 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:43:08Z |
| institution | BVB |
| isbn | 9780789748379 0789748371 |
| language | English |
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| publishDate | 2012 |
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| subject_GND | (DE-588)7550143-0 (DE-588)7706419-7 |
| title | Content marketing think like a publisher - how to use content to market online and in social media |
| title_auth | Content marketing think like a publisher - how to use content to market online and in social media |
| title_exact_search | Content marketing think like a publisher - how to use content to market online and in social media |
| title_full | Content marketing think like a publisher - how to use content to market online and in social media Rebecca Lieb |
| title_fullStr | Content marketing think like a publisher - how to use content to market online and in social media Rebecca Lieb |
| title_full_unstemmed | Content marketing think like a publisher - how to use content to market online and in social media Rebecca Lieb |
| title_short | Content marketing |
| title_sort | content marketing think like a publisher how to use content to market online and in social media |
| title_sub | think like a publisher - how to use content to market online and in social media |
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| topic_facet | Soziale Software Online-Marketing |
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Inhaltsverzeichnis
THWS Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 650 L716 C7 |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |
| Exemplar 2 | ausleihbar Verfügbar Bestellen |
| Exemplar 3 | ausleihbar Verfügbar Bestellen |
THWS Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QP 650 L716 |
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| Exemplar 1 | ausleihbar Verfügbar Bestellen |