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Informationen zum Autor Susan Gunelius is a 20-year marketing veteran and President and CEOof KeySplash Creative, Inc. Her marketing-related content appears onForbes.com, MSNBC.com, and other business-oriented sites. She is the author of Blogging All-in-One For Dummies and Google Blogger For Dummies . Susan speaks about these topics at events around the world. Klappentext Learn what content marketing is and how to develop a strategy for your business Content marketing is an exciting opportunity - and a moving target. The trick to success lies in understanding both the tools available and the strategic thought process that makes them work. That's what this book is about! Learn the basics, how to build a strategy, how to create long-form and short-form content, how to analyze results, and a whole lot more. Engage them - discover how to capture the attention of your customers instead of interrupting them Add value - learn to create content that offers your customers an informational benefit Go long - develop and promote blogs, videos, webinars, and more to share content that offers value to your customers The short version - get the lowdown on supplying content via Twitter, LinkedIn, Facebook, Flickr, and more Mind your manners - understand and follow social media etiquette to protect your brand Start a conversation - familiarize yourself with the tools of informal Web writing, start conversations, and participate in forums or start your own Keep it moving - analyze the results of your efforts and continually fine-tune your content marketing strategy Open the book and find: How content marketing can benefit and build your brand Techniques for breaking through the clutter Ways to be sure you're not spamming Search engine optimization tricks you can use Advice on contributing to other Web sites Great free tools to get you started A glossary to explain the many terms you'll encounter Tips on building relationships Learn to: Develop an online content marketing strategy Create content and publish it in long or short form Promote your brand through conversations online Follow the laws and avoid questionable content Zusammenfassung Get the whole picture and learn to create a successful online content marketing program Successful online marketing is about more than creating a Facebook page or writing a corporate blog. Inhaltsverzeichnis 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 with 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 Succe...
