Content Marketing Think Like a Publisher - How to Use Content to Market Online and in Social Media

ISBN-10: 0789748371

ISBN-13: 9780789748379

Edition: 2012 (Revised)

Authors: Rebecca Lieb

List price: $24.99
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Book details

List price: $24.99
Copyright year: 2012
Publisher: Pearson Education
Publication date: 10/14/2011
Binding: Paperback
Pages: 240
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.682
Language: English

Rebecca Liebis a digital content and SEO consultant, as well as a writer, author, and editor. For almost eight years, she was Vice President and Editor-in-Chief of the ClickZ Network, the largest source of interactive marketing and advertising news, opinion, commentary, and resources in the world, online or off. She has held executive marketing and communications positions at strategic e-services consultancies, and worked in the same capacity for global entertainment and media companies, including Universal Television & Networks Group (formerly USA Networks International) and Bertelsmannrsquo;s German network, RTL Television. As a journalist, Rebecca has written on media for numerous publications, includingThe New York TimesandThe Wall Street Journal, and spent five years asVarietyrsquo;s Berlin-based German/Eastern European bureau chief. Until recently, she was a member of the graduate faculty at New York Universityrsquo;s Center for Publishing, where she also served on the Electronic Publishing Advisory Group. She frequently speaks on interactive marketing, advertising, and search worldwide.

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