The content marketing handbook : how to double the results of your marketing campaigns /

"Content can be an effective and economical tool to add to your marketing strategy. But content marketing is most effective when integrated into a multi-channel campaign that not only educates consumers but offers that content with various direct response methods, online and offline, to generat...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Bly, Robert W. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Irvine, California : Entrepreneur Media, Inc., [2020]
Temas:
Marketing.
marketing.
BUSINESS & ECONOMICS / Advertising & Promotion.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Introduction: Content Marketing in the 21st Century
  • Part I: The Foundations of Content Marketing
  • Setting Yourself Up for Content Marketing Success
  • Content Writing and Copywriting
  • The Seven Fundamentals of Good Content Writing
  • The Nine Functions of Content Marketing
  • Content and the “Silver Rule of Marketing”
  • The Ten Steps to Building a Successful Content Marketing Campaign
  • The Hidden Danger of Content Marketing
  • Chapter 2: How to Write Compelling Content
  • The Five C’s
  • Convey Sincerity and Enthusiasm
  • Contrarian Content
  • The Content Writing Process
  • Treasure Your Company’s Content Gold Mine
  • Content Recycling and Repurposing
  • The Four Types of Content by Topic and Timeliness
  • How to Work with Experts
  • Implied Content
  • Storytelling
  • Curated Content
  • Content Syndication
  • Setting Expectations for Your Content Team
  • More Tips for Making Your Content Easy to Read
  • Copywriting 101 for Content Writers
  • Urgency + Credibility = Better Response
  • Planning Your Content Marketing Campaign
  • The Content Matrix
  • Planning the Individual Pieces of Content
  • Scheduling Content Distribution
  • Sourcing Your Content
  • Integrating Content with Selling
  • One-Step Content Marketing
  • Multistep Content Marketing
  • Drip Campaigns
  • Urgency
  • Retargeting
  • Content-Rich Websites
  • Part II: Implementing Content Marketing Tactics
  • Marketing with White Papers and Special Reports
  • White Papers
  • Special Reports
  • Marketing with Case Studies and Testimonials
  • Case Studies
  • Testimonials
  • Marketing with Books
  • Books Have Benefits
  • Deciding Which Way to Go
  • Marketing with Articles and Blogs
  • Getting Your Articles Published – Blogging
  • Blogging Basics
  • Public Relations in Content Marketing
  • Marketing with Enewsletters and Emails
  • Building Your Elist
  • Publishing Your Own Enewsletter
  • Article Ideas for Company Newsletters
  • 14 Steps to Writing Emails That Work
  • Three More Ways to Write Stronger Content Emails
  • The Four U’s Formula for Winning Subject Lines
  • Marketing with Podcasts and Other Audio
  • Podcasting Basics
  • Audio CDs
  • Five Ways to Create Audio Content Quickly and Easily-- How to Be a Great Podcast Guest
  • Marketing with Videos and Apps
  • Videos
  • Marketing with Apps
  • Chapter 12: Marketing with Webinars and Teleconferences
  • Eight Steps to Webinar Success
  • 16 Tips for Webinar Presenters
  • Rules for Webinar Presenters to Follow
  • Marketing with Seminars, Workshops, Speeches, and Talks
  • Get Attendees in the Door
  • Know What You’re Talking About
  • Four Presentation Tips
  • Three Formulas for Organizing Your Talk
  • Get to Know the Audience Better
  • More Tips for Presentations
  • Using a Slide Deck
  • Teaching
  • Graphic Design for Content Marketing
  • Seven Secret Weapons for Maximum Response
  • The 14 Biggest Graphic Design Mistakes
  • Quality Control Checklist for Content Marketing
  • Part III: Converting Content Marketing Activity into Sales
  • Driving Traffic with SEO
  • Shoot for SEO Success
  • META Tags
  • Seven Ways to Promote Your Content with Organic Search
  • Boost Your Google Ranking with Links
  • Increasing Conversion with Response Devices
  • Information That Prospects Must Give to Get Your Content
  • Phone and Chat Responses
  • Hard Copy Response Devices
  • Increasing Digital Conversion with Content
  • Metrics: Measuring Content Marketing Results
  • Planning the Online Conversion Series
  • Ten Tips for Increasing Landing Page Conversion Rates
  • Five Ways to Capture Email Addresses of Landing Page Traffic
  • How to Qualify Prospects Who Ask for Your Free Content
  • Goals for Marketing Metrics
  • Part IV: Appendices
  • Appendix A: Complying with Copyright Laws When Creating Your Content
  • Appendix B: Content Writer’s At-a-Glance Grammar and Punctuation Guide
  • Appendix C: Resources
  • About the Author-- Index
  • The Direct Mail Revolution: How to Create Profitable Direct-Mail Campaigns in a Digital World
  • Cover-- Copyright
  • Dedication – Contents
  • Acknowledgments
  • Introduction: The New Direct-Mail Revolution
  • Powerful Evidence of Direct Mail’s Comeback-- Why I Wrote This Book
  • Who Should Read This Book
  • About the DM Samples in This Book
  • Print Is Far From Dead, Even Among Millennials
  • Why Our Brains Prefer Ink-on-Paper Marketing
  • Yes, You Can Do Direct Mail
  • Part I: Direct-Mail Planning and Strategy
  • Getting Started in Direct Mail
  • The Direct-Mail Renaissance
  • So What Exactly Is “Direct Mail”?
  • Who Uses Direct-Mail Marketing?
  • Advantages of Direct Mail
  • Drawbacks of Direct-Mail Marketing
  • The Direct-Mail Mindset
  • 60 Ways to Use Direct Mail.

Ejemplares similares