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| Introduction | |
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| Foreword | |
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| Content Marketing Basics | |
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| What Is Content Marketing, Anyway? | |
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| Digital Changed Everything | |
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| Why Is Content Important Now? | |
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| You're a Publisher. Think Like One. | |
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| What Kind of content are you? | |
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| What Kind of Content Are You? | |
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| Content That Entertains | |
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| Content That Informs and Educates | |
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| Example: Wine Library | |
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| Example: Corning | |
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| Example: Sports Bras | |
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| Example: Hubspot | |
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| Example: Online Communities | |
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| Branded Content That Informs and Educates | |
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| Providing Utility | |
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| Content Curation and Aggregation | |
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| Examples | |
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| Finding Content | |
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| Don't Be a Pirate | |
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| Aggregation, Filtering, and Curation Platforms | |
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| Finding a Voice | |
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| Spokesperson or Spokes-Character | |
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| Getting Tactical: Content Nuts & Bolts | |
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| Overview of Digital Content Channels | |
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| Social Networks | |
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| Facebook | |
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| LinkedIn | |
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| Google+ | |
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| Custom Social Networks | |
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| Geo-Social Networks | |
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| Location-Based Content | |
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| Online Directories | |
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| Email | |
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| Blogs | |
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| Social Bookmarking | |
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| Online Video | |
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| Podcasts | |
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| Webinars | |
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| Twitter (and Microblogging) | |
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| Tumblr and Posterous | |
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| Long-Form Publishing (ebooks, Whitepapers, Digital Magazines) | |
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| Digital Media Center/Press Room | |
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| Apps and Widgets | |
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| Case Studies | |
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| Articles and Columns | |
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| Elearning/Online Training | |
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| Online Community | |
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| Wikis | |
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| Visual Information (Charts, Diagrams, Infographics, Maps) | |
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| Content and SEO | |
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| Keywords Are Key | |
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| Optimize Images and Multimedia Content | |
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| Quality Matters-So Does Specificity | |
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| Content and PR | |
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| Enter the Optimized Press Release | |
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| Find the Influencers (Not Necessarily the Journalists) | |
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| Content and Advertising | |
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| Content Marketing for Live Events | |
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| Before: Building Buzz and Interest | |
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| Hashtags-A Critical Underpinning | |
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| Social Media Channels | |
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| During: Building Engagement | |
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| After: You've Got Content! | |
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| Content and Customer Service | |
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| Anticipating and Addressing Need | |
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| Create Feedback Mechanisms | |
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| Creating One-on-One Communication | |
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| Content and Reputation Management | |
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| Crisis Management | |
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| User-Generated Content | |
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| Soliciting Ideas | |
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| Content Distribution and Dissemination | |
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| Contribute | |
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| Promote | |
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| Syndicate via RSS Feeds | |
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| Whose Job Is Content? | |
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| Job Description: Chief Content Officer | |
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| How to Conduct a Content Audit | |
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| Create a Content Inventory | |
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| Determine What Your Content Covers | |
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| Verify Accuracy and Timeliness | |
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| Determine Whether Your Content Is Consistent with Your Goals | |
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| Note Whether People Are Finding and Using Your Content | |
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| Verify Whether the Content Is Clean and Professional | |
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| Take Stock of the Content Organization | |
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| Evaluate the Tone of Voice | |
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| Note the Keywords, Metadata, and SEO | |
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| Identify Any Gaps | |
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| Define the Needed Changes/Actions | |
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| How to Analyze Content Needs | |
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| Where to Start? | |
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| How Much, How Often? | |
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| When? | |
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| The Content Workflow | |
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| More Tools of the Trade | |
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| It's Never Over-Post-Publication | |
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| Listening...And Responding | |
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| Why Listen? | |
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| What to Listen For | |
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| How and Where to Listen | |
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| Involve Others and Assign Roles | |
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| Responding | |
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| Remaking, Remodeling, and Repurposing Content | |
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| Slice 'n' Dice | |
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| As You Listen, So Shall You Create Content | |
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| It's Doubtful You'll Be Repeating Yourself | |
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| Tools of the Trade | |
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| Social Networks | |
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| Listening Tools | |
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| Twitter Management | |
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| Twitter Analytics and Measurement | |
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| Content Sharing | |
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| PR | |
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| Blogging | |
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| Measurement and Analytics | |
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| Online Surveys | |
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| Audio/Video & Graphics | |
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| Keyword Research | |
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| Webinar Providers | |
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| Miscellaneous | |
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| Yes, But Is It Working? Content Metrics and Analytics | |
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| Establish a Measurement Plan | |
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| An Example of Business-to-Business Content Marketing Measurement | |
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| An Example of Business-to-Consumer Content Marketing Measurement | |
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| Web Traffic and Engagement | |
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| Sales | |
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| Qualitative Customer Feedback | |
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| Sales Lead Quality | |
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| Search and Social Media Ranking/Visibility | |
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| Conclusion | |
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| Index | |