| Description |
1 online resource : illustrations |
|
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Introduction: Content Marketing in the 21st Century -- Part I: The Foundations of Content Marketing -- Setting Yourself Up for Content Marketing Success -- Content Writing and Copywriting -- The Seven Fundamentals of Good Content Writing -- The Nine Functions of Content Marketing --Content and the "Silver Rule of Marketing" -- The Ten Steps to Building a Successful Content Marketing Campaign --The Hidden Danger of Content Marketing -- Chapter 2: How to Write Compelling Content -- The Five C's -- Convey Sincerity and Enthusiasm -- Contrarian Content -- The Content Writing Process -- Treasure Your Company's Content Gold Mine -- Content Recycling and Repurposing -- The Four Types of Content by Topic and Timeliness -- How to Work with Experts -- Implied Content -- Storytelling -- Curated Content -- Content Syndication -- Setting Expectations for Your Content Team -- More Tips for Making Your Content Easy to Read -- Copywriting 101 for Content Writers -- Urgency + Credibility = Better Response -- Planning Your Content Marketing Campaign -- The Content Matrix -- Planning the Individual Pieces of Content -- Scheduling Content Distribution -- Sourcing Your Content -- Integrating Content with Selling -- One-Step Content Marketing -- Multistep Content Marketing -- Drip Campaigns -- Urgency -- Retargeting -- Content-Rich Websites -- Part II: Implementing Content Marketing Tactics -- Marketing with White Papers and Special Reports -- White Papers -- Special Reports -- Marketing with Case Studies and Testimonials -- Case Studies -- Testimonials -- Marketing with Books -- Books Have Benefits -- Deciding Which Way to Go -- Marketing with Articles and Blogs -- Getting Your Articles Published - Blogging -- Blogging Basics -- Public Relations in Content Marketing -- Marketing with Enewsletters and Emails -- Building Your Elist -- Publishing Your Own Enewsletter -- Article Ideas for Company Newsletters -- 14 Steps to Writing Emails That Work -- Three More Ways to Write Stronger Content Emails -- The Four U's Formula for Winning Subject Lines -- Marketing with Podcasts and Other Audio -- Podcasting Basics -- Audio CDs -- Five Ways to Create Audio Content Quickly and Easily-- How to Be a Great Podcast Guest -- Marketing with Videos and Apps -- Videos -- Marketing with Apps -- Chapter 12: Marketing with Webinars and Teleconferences -- Eight Steps to Webinar Success -- 16 Tips for Webinar Presenters -- Rules for Webinar Presenters to Follow -- Marketing with Seminars, Workshops, Speeches, and Talks -- Get Attendees in the Door -- Know What You're Talking About -- Four Presentation Tips -- Three Formulas for Organizing Your Talk -- Get to Know the Audience Better -- More Tips for Presentations -- Using a Slide Deck -- Teaching -- Graphic Design for Content Marketing -- Seven Secret Weapons for Maximum Response -- The 14 Biggest Graphic Design Mistakes -- Quality Control Checklist for Content Marketing -- Part III: Converting Content Marketing Activity into Sales -- Driving Traffic with SEO -- Shoot for SEO Success -- META Tags -- Seven Ways to Promote Your Content with Organic Search -- Boost Your Google Ranking with Links -- Increasing Conversion with Response Devices -- Information That Prospects Must Give to Get Your Content -- Phone and Chat Responses -- Hard Copy Response Devices -- Increasing Digital Conversion with Content -- Metrics: Measuring Content Marketing Results -- Planning the Online Conversion Series -- Ten Tips for Increasing Landing Page Conversion Rates -- Five Ways to Capture Email Addresses of Landing Page Traffic -- How to Qualify Prospects Who Ask for Your Free Content -- Goals for Marketing Metrics -- Part IV: Appendices -- Appendix A: Complying with Copyright Laws When Creating Your Content -- Appendix B: Content Writer's At-a-Glance Grammar and Punctuation Guide -- Appendix C: Resources -- About the Author-- Index -- The Direct Mail Revolution: How to Create Profitable Direct-Mail Campaigns in a Digital World -- Cover-- Copyright -- Dedication - Contents -- Acknowledgments -- Introduction: The New Direct-Mail Revolution -- Powerful Evidence of Direct Mail's Comeback-- Why I Wrote This Book -- Who Should Read This Book -- About the DM Samples in This Book -- Print Is Far From Dead, Even Among Millennials -- Why Our Brains Prefer Ink-on-Paper Marketing -- Yes, You Can Do Direct Mail -- Part I: Direct-Mail Planning and Strategy -- Getting Started in Direct Mail -- The Direct-Mail Renaissance -- So What Exactly Is "Direct Mail"? -- Who Uses Direct-Mail Marketing? -- Advantages of Direct Mail -- Drawbacks of Direct-Mail Marketing -- The Direct-Mail Mindset -- 60 Ways to Use Direct Mail. |
| Summary |
"Content can be an effective and economical tool to add to your marketing strategy. But content marketing is most effective when integrated into a multi-channel 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 W. Bly has more than a few strategies to help readers get the highest ROI on their content"-- Provided by publisher. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing.
|
|
Marketing. |
|
marketing. |
|
BUSINESS & ECONOMICS / Advertising & Promotion. |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: Bly, Robert W.. The content marketing handbook Irvine, California : Entrepreneur Press, [2020] 9781599186603 (DLC) 2019041075 |
| ISBN |
161308417X |
|
9781613084175 (electronic book) |
|
9781599186603 (paperback) |
|
