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Content can be an effective and economical tool to add to your marketing strategy. But content marketing is most effective when integrated into a multichannel campaign that not only educates consumers but offers that content with various direct response methods, online and offline, to generate leads, prospects, and direct sales. Having written more than 90 books during his forty-year career in content and direct marketing Robert Bly has more than a few strategies to help readers get the highest ROI on their content.
List of contents
Introduction
Chapter 1: The 10 steps to content marketing success
Chapter 2: How to write compelling content
Chapter 3: Planning your content marketing strategy
Chapter 4: Integrating content with direct response and online marketing
Chapter 5: Marketing with white papers, ebooks, and special reports
Chapter 6: Marketing with case studies and testimonials
Chapter 7: Marketing with books and mini-books
Chapter 8: Marketing with articles and blogs
Chapter 9: Marketing with e-newsletters and emails
Chapter 10: Marketing with podcasts and other audio
Chapter 11: Marketing with video and apps
Chapter 12: Marketing with webinars and teleconferences
Chapter 13: Marketing with seminars, workshops, speeches, and talks
Chapter 14: Marketing with infographics and tipographics
Chapter 15: Social media marketing
Chapter 16: Driving traffic with content-based calls to action
Chapters 17: Increasing conversion with content
Appendix A: Copyright laws and how not to violate them when creating your content
Appendix B: Resources
About the author
Robert W. Bly is an independent copywriter and marketing consultant with more than 35 years of experience in B2B and direct response marketing. He has worked with over 100 clients including IBM, AT&T, Embraer Executive Jet, Intuit, Boardroom, Grumman and more. He is the author of 100 books, including
The Marketing Plan Handbook (Entrepreneur Press, 2015), and he currently writes regular columns for Target Marketing Magazine and The Direct Response Letter.
Summary
The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more orders for what they are selling.
Readers will learn how to:
- Create A-level content that gets noticed, gets read, and eliminates “content pollution”
- Overcome the biggest weakness of content marketing
- Double marketing response rates by adding lead magnets, bonus reports, and other free content offers
- Use content to build brands, enhance reputations, and stand out from the competition
- Plan, execute and measure content marketing in a multichannel environment
- Know when to stop giving away content and start asking for the orders
Foreword
Publisher Marketing
Full-page ad in Entrepreneur print and digital magazine (3.1 million readers per month) Email campaign to minimum 340K Entrepreneur subscribers Banner ads on Entrepreneur.com (audience 14 million unique visitors per month) Book excerpts shared on Entrepreneur.com to showcase each of the chapter’s content with inclusion of CTA to buy the book at the retailers Book cover and text links within related articles and channels on Entrepreneur.com Content campaigns shared via Entrepreneur’s social networks, which total 13 million engaged Digital galleys and press kits via NetGalley sent to top editors, reviewers, bloggers, and influential media contacts Instagram spotlight campaign featuring case studies in the book
Author Marketing Book launch and six-month promotion plan coincide with author's peak page hit months. Author's site averages 2M hits each month between April and September. Author's promotion will include: Promotion to author's 65,000 weekly newsletter subscribers Advertising and book excerpts in his client -specific newsletter "The Direct Response Letter" Cross promotion in his affiliate network of joint venture partners with combined e-mail opt-in lists that reach 1M+ active consumers Promotion to author's 3,500 first-level LinkedIn connections, 4,600 Facebook friends and 6,400 Twitter followers
