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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.
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.
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 [...]
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 Personas 113
Reviewing Persona Development 113
Understanding how persona creation improves content 115
Taking action to understand your customers 117
Collecting Information 118
Finding different data types 118
Deploying listening tools 120
Conducting one-on-one interviews 124
Documenting your personas 125
Avoiding Common Mistakes 125
Looking at How Generations Differ 127
Understanding millennials 127
Meeting Gen C 129
Identifying a Prospect's Emotions 130
Keeping Up with Trends 131
Chapter 8: Taking the Buyer's Journey 135
Harnessing the Customer Experience 136
Looking at the customer experience from both sides 136
Benefitting from an omni-channel approach 138
Uncovering Commercial Intent 140
Defending Against Competitors 143
Researching competitors 143
Analyzing your competitor's content 146
Identifying the Stages of the Buyer's Journey 148
Understanding the buying process and journey map 148
Benefitting from the journey map 150
Focusing on content for each part of the journey 151
Personalizing Your Content 154
Chapter 9: Embracing Sales Enablement 157
Discovering Sales Enablement 157
Gaining a competitive advantage 158
Evaluating your current status 159
Understanding the new role of sales reps 161
Training Your Salesforce 162
Coaching Your Reps to Become Winners 164
Checking Out Sales Enablement Blogs 165
Part III: Creating Actionable Content 169
Chapter 10: Examining Your Content Plan 171
Evaluating Your Content 171
Benefitting from a content plan 172
Determining content maturity 175
Assessing Your Content 176
Interviewing your stakeholders 176
Conducting a content audit 177
Visualizing Your Sites 179
Mapping your content ecosystem 179
Picturing website content 180
Creating Your Plan 181
Focusing on Specialized Content 183
Creating pillar content 183
Utilizing "evergreen" content 185
Using graphics and other visuals 186
Going viral 187
Chapter 11: Exploring Content Types 189
Dipping into Content Categories 189
Working with Original Short- and Long-Form Content 191
Using Curation 193
Examining five curation models 194
Understanding how to curate 195
Making Use of User-Generated Content 197
Understanding the positives 197
Dealing with the negatives 198
Repurposing Content to Add Value 199
Benefitting from repurposing 199
Planning goals and picking content 199
Viewing Aggregated Visual Content 201
Dealing with Live Video Content 202
Extending Business News 203
Offering Online Courses 204
Managing Content Formats 206
Chapter 12: Storytelling for Content Marketers 213
Storytelling to Engage Your Audience 213
Seeking the science behind stories 213
Finding your product stories 216
Structuring Your Content Using Stories 220
Crafting the story 221
Incorporating copywriting 222
Chapter 13: Creating Processes and Systems for Your Content 225
Organizing the Content Process 225
Benefiting from a defined framework 226
Examining the systems needed 226
Determining Roles and Responsibilities 229
Managing the Workflow 230
Finding and assigning writers 230
Using an editorial calendar 233
Documenting Your Policies and Procedures 236
Content managers 237
Editors 237
Writers 237
Designers 239
Content system administrator 239
Web administrator 239
Part IV: Developing Channel Promotions 241
Chapter 14: Examining Channel Plans 243
Getting Started with Your Channel Plan 243
Benefitting from planning your channel content 244
Knowing what you need to create a channel plan 245
Preparing for a Channel Audit 246
Phase One: Current Channel Audit 246
Phase Two: Channel Content Review 249
Phase Three: New Channel Plans 250
Dipping into Some Major Channel Examples 251
Using Facebook for customer support: Avon 252
Tweeting for customer engagement: Warby Parker 253
Influencing through LinkedIn: Microsoft 253
Using Pinterest to gauge user interest: The Container Store 254
Documenting each channel's plan 256
Chapter 15: Sharing Your Content 259
Embracing Shareability As a Strategy 259
Understanding sharing patterns 260
Sharing as a bottom¿line issue 261
Uncovering the Five Ws and One H of Online Sharing 263
Knowing who shares content, and why 264
Considering what they share 266
Discovering when they share 268
Observing where they share 269
Looking at how people share content 269
Adding Social Bookmarking 270
Making SEO a Priority 271
Deploying Hashtags to Encourage Sharing 275
Understanding hashtags 275
Using hashtag tools 275
Chapter 16: Looking at Paid, Earned, Shared, and Owned Media 279
Understanding Types of Media 279
Reviewing each media type 280
Determining your needs 281
Utilizing Paid Media 282
Discovering retargeting 282
Dealing with native advertising 283
Considering programmatic buying 285
Finding out what you need to know from advertisers 286
Championing Earned Media 286
Enhancing Shared Media 289
Amplifying Owned Media 290
Looking at the role of press releases 290
Spreading the message 291
Creating a Framework for Achieving the Right Mix 292
Section 1: Owned Channels 293
Section 2: Shared Media 294
Section 3: Paid Ads 294
Section 4: Earned Media 295
Section 5: Evaluate and Revise 295
Chapter 17: Delving into Syndication and Guest Posting 297
Understanding Syndication 298
Looking at content specifics 299
Uncovering...
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 416 S. |
| ISBN-13: | 9781119154549 |
| ISBN-10: | 1119154545 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Diamond, Stephanie |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 235 x 191 x 22 mm |
| Von/Mit: | Stephanie Diamond |
| Erscheinungsdatum: | 26.01.2016 |
| Gewicht: | 0,762 kg |
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 [...]
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 Personas 113
Reviewing Persona Development 113
Understanding how persona creation improves content 115
Taking action to understand your customers 117
Collecting Information 118
Finding different data types 118
Deploying listening tools 120
Conducting one-on-one interviews 124
Documenting your personas 125
Avoiding Common Mistakes 125
Looking at How Generations Differ 127
Understanding millennials 127
Meeting Gen C 129
Identifying a Prospect's Emotions 130
Keeping Up with Trends 131
Chapter 8: Taking the Buyer's Journey 135
Harnessing the Customer Experience 136
Looking at the customer experience from both sides 136
Benefitting from an omni-channel approach 138
Uncovering Commercial Intent 140
Defending Against Competitors 143
Researching competitors 143
Analyzing your competitor's content 146
Identifying the Stages of the Buyer's Journey 148
Understanding the buying process and journey map 148
Benefitting from the journey map 150
Focusing on content for each part of the journey 151
Personalizing Your Content 154
Chapter 9: Embracing Sales Enablement 157
Discovering Sales Enablement 157
Gaining a competitive advantage 158
Evaluating your current status 159
Understanding the new role of sales reps 161
Training Your Salesforce 162
Coaching Your Reps to Become Winners 164
Checking Out Sales Enablement Blogs 165
Part III: Creating Actionable Content 169
Chapter 10: Examining Your Content Plan 171
Evaluating Your Content 171
Benefitting from a content plan 172
Determining content maturity 175
Assessing Your Content 176
Interviewing your stakeholders 176
Conducting a content audit 177
Visualizing Your Sites 179
Mapping your content ecosystem 179
Picturing website content 180
Creating Your Plan 181
Focusing on Specialized Content 183
Creating pillar content 183
Utilizing "evergreen" content 185
Using graphics and other visuals 186
Going viral 187
Chapter 11: Exploring Content Types 189
Dipping into Content Categories 189
Working with Original Short- and Long-Form Content 191
Using Curation 193
Examining five curation models 194
Understanding how to curate 195
Making Use of User-Generated Content 197
Understanding the positives 197
Dealing with the negatives 198
Repurposing Content to Add Value 199
Benefitting from repurposing 199
Planning goals and picking content 199
Viewing Aggregated Visual Content 201
Dealing with Live Video Content 202
Extending Business News 203
Offering Online Courses 204
Managing Content Formats 206
Chapter 12: Storytelling for Content Marketers 213
Storytelling to Engage Your Audience 213
Seeking the science behind stories 213
Finding your product stories 216
Structuring Your Content Using Stories 220
Crafting the story 221
Incorporating copywriting 222
Chapter 13: Creating Processes and Systems for Your Content 225
Organizing the Content Process 225
Benefiting from a defined framework 226
Examining the systems needed 226
Determining Roles and Responsibilities 229
Managing the Workflow 230
Finding and assigning writers 230
Using an editorial calendar 233
Documenting Your Policies and Procedures 236
Content managers 237
Editors 237
Writers 237
Designers 239
Content system administrator 239
Web administrator 239
Part IV: Developing Channel Promotions 241
Chapter 14: Examining Channel Plans 243
Getting Started with Your Channel Plan 243
Benefitting from planning your channel content 244
Knowing what you need to create a channel plan 245
Preparing for a Channel Audit 246
Phase One: Current Channel Audit 246
Phase Two: Channel Content Review 249
Phase Three: New Channel Plans 250
Dipping into Some Major Channel Examples 251
Using Facebook for customer support: Avon 252
Tweeting for customer engagement: Warby Parker 253
Influencing through LinkedIn: Microsoft 253
Using Pinterest to gauge user interest: The Container Store 254
Documenting each channel's plan 256
Chapter 15: Sharing Your Content 259
Embracing Shareability As a Strategy 259
Understanding sharing patterns 260
Sharing as a bottom¿line issue 261
Uncovering the Five Ws and One H of Online Sharing 263
Knowing who shares content, and why 264
Considering what they share 266
Discovering when they share 268
Observing where they share 269
Looking at how people share content 269
Adding Social Bookmarking 270
Making SEO a Priority 271
Deploying Hashtags to Encourage Sharing 275
Understanding hashtags 275
Using hashtag tools 275
Chapter 16: Looking at Paid, Earned, Shared, and Owned Media 279
Understanding Types of Media 279
Reviewing each media type 280
Determining your needs 281
Utilizing Paid Media 282
Discovering retargeting 282
Dealing with native advertising 283
Considering programmatic buying 285
Finding out what you need to know from advertisers 286
Championing Earned Media 286
Enhancing Shared Media 289
Amplifying Owned Media 290
Looking at the role of press releases 290
Spreading the message 291
Creating a Framework for Achieving the Right Mix 292
Section 1: Owned Channels 293
Section 2: Shared Media 294
Section 3: Paid Ads 294
Section 4: Earned Media 295
Section 5: Evaluate and Revise 295
Chapter 17: Delving into Syndication and Guest Posting 297
Understanding Syndication 298
Looking at content specifics 299
Uncovering...
| Erscheinungsjahr: | 2016 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | 416 S. |
| ISBN-13: | 9781119154549 |
| ISBN-10: | 1119154545 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Diamond, Stephanie |
| Hersteller: |
Wiley
John Wiley & Sons |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, amartine@wiley-vch.de |
| Maße: | 235 x 191 x 22 mm |
| Von/Mit: | Stephanie Diamond |
| Erscheinungsdatum: | 26.01.2016 |
| Gewicht: | 0,762 kg |
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