{"product_id":"content-marketing-for-dummies-isbn-9781118007297","title":"Content Marketing For Dummies","description":"\u003cb\u003eGet the whole picture and learn to create a successful online content marketing program\u003c\/b\u003e  \u003cp\u003eSuccessful online marketing is about more than creating a Facebook page or writing a corporate blog. Brands need to build lasting connections with the right customers online through an effective online content marketing strategy, and this book shows you how. It explores ways to create a content marketing strategy, identify the content that will keep your customers coming back, create that content, distribute it online, and measure the results, with hands-on, step-by-step guidance.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eContent marketing is an essential element of successful online marketing and brand-building; this book shows you how to begin creating and distributing content online to market your business\u003c\/li\u003e \u003cli\u003eExplains why content marketing is important and how to create an online content marketing strategy, which tools to use, and what to avoid\u003c\/li\u003e \u003cli\u003eShows how to create content and get it published online in long or short form\u003c\/li\u003e \u003cli\u003eOffers plenty of tips, case studies, and worksheets to ensure success\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eOnline content marketing positions your business and your product for lasting customer interaction; \u003ci\u003eContent Marketing For Dummies\u003c\/i\u003e gives you the tools to create a program that works.\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eConventions Used in This Book 2\u003c\/p\u003e \u003cp\u003eWhat You Don’t Have to Read 3\u003c\/p\u003e \u003cp\u003eHow This Book Is Organized 3\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 5\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 5\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with a Content Marketing Plan 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1:  Defining the Content Marketing Opportunity 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding What Content Marketing Is 10\u003c\/p\u003e \u003cp\u003eUnderstanding the Google Effect: How to Leverage the Power of Search 17\u003c\/p\u003e \u003cp\u003eRevealing the Broad Reach of Online Content 21\u003c\/p\u003e \u003cp\u003eShifting from a Marketer to a Publisher Mindset 23\u003c\/p\u003e \u003cp\u003eDeveloping Content to Build Your Brand and Form Relationships 25\u003c\/p\u003e \u003cp\u003eCommitting to a Long-Term Strategy 29\u003c\/p\u003e \u003cp\u003eBenchmarking Other Businesses That Are Doing It Right 30\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Creating a Content Marketing Strategy 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearching Your Competition 34\u003c\/p\u003e \u003cp\u003eIdentifying Your Audience 39\u003c\/p\u003e \u003cp\u003eEstablishing Goals and Choosing the Best Forms of Content Marketing 44\u003c\/p\u003e \u003cp\u003eCreating a Core Branded Online Destination 45\u003c\/p\u003e \u003cp\u003eSurrounding Consumers with Branded Content 48\u003c\/p\u003e \u003cp\u003eComparing Free versus Premium Content Strategies 49\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Taking the First Steps to Executing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYour Content Marketing Plan 51\u003c\/p\u003e \u003cp\u003eCross-Promoting and Interlinking for Greater Success 52\u003c\/p\u003e \u003cp\u003eLink Building versus Link Baiting Strategies 53\u003c\/p\u003e \u003cp\u003eUnderstanding the Do’s and Don’ts of Content Marketing 55\u003c\/p\u003e \u003cp\u003eGiving Up Control and Letting Your Content Spread 60\u003c\/p\u003e \u003cp\u003eUsing Content as a First Step to Sales 62\u003c\/p\u003e \u003cp\u003eLeveraging Design to Enhance Content 63\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Marketing with Long-Form Content 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Introducing the Tools of Written\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLong-Form Content Marketing 69\u003c\/p\u003e \u003cp\u003eUnderstanding and Using Long-Form Content Marketing for Your Business 70\u003c\/p\u003e \u003cp\u003eBecoming a Blogger 71\u003c\/p\u003e \u003cp\u003eWriting Articles and Contributing to Web Sites 81\u003c\/p\u003e \u003cp\u003eAuthoring Ebooks 84\u003c\/p\u003e \u003cp\u003eWriting Press Releases 87\u003c\/p\u003e \u003cp\u003eWriting White Papers 89\u003c\/p\u003e \u003cp\u003ePublishing Presentations 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Using Video, Audio, Online Events, and E-Mail for Long-Form Content Marketing 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating Videos 93\u003c\/p\u003e \u003cp\u003eUsing Audio and Podcasts 100\u003c\/p\u003e \u003cp\u003eHolding Online Events 103\u003c\/p\u003e \u003cp\u003eIntegrating E-Mail Marketing into Your Content Marketing Efforts 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Writing in Long Form for the Web 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFinding Your Style and Voice 109\u003c\/p\u003e \u003cp\u003eMaking Your Long-Form Content Shareworthy 110\u003c\/p\u003e \u003cp\u003eFollowing and Breaking Formal Writing Rules 111\u003c\/p\u003e \u003cp\u003eFormatting Long-Form Content 112\u003c\/p\u003e \u003cp\u003eFinding More Tools for Long-Form Web\u003c\/p\u003e \u003cp\u003eWriting and Content Marketing 114\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Taking Long-Form Web Content to the Next Level 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUsing Search Engine Optimization 119\u003c\/p\u003e \u003cp\u003eBuilding Relationships and Opening the Doors for Dialogue 126\u003c\/p\u003e \u003cp\u003eSyndicating Content for Broader Exposure 128\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Marketing with Short-Form Content 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Introducing the Tools of\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShort-Form Content Marketing 131\u003c\/p\u003e \u003cp\u003eUnderstanding What Short-Form Marketing Is 131\u003c\/p\u003e \u003cp\u003ePublishing with Facebook 132\u003c\/p\u003e \u003cp\u003eNetworking with LinkedIn 140\u003c\/p\u003e \u003cp\u003eFinding More Social Networking Options 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Using Twitter and Creative Ideas for Short-Form Content Marketing 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMicroblogging with Twitter 151\u003c\/p\u003e \u003cp\u003eUploading Photos and Images 164\u003c\/p\u003e \u003cp\u003eReviewing Other Short-Form Content Marketing Tools 166\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Writing in Short Form for the Web 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eComparing and Contrasting Short-Form to Long-Form Web Writing 171\u003c\/p\u003e \u003cp\u003eFinding Your Voice 172\u003c\/p\u003e \u003cp\u003eFormatting Tips 174\u003c\/p\u003e \u003cp\u003eAdding Value and Getting Shared with Fewer Words 175\u003c\/p\u003e \u003cp\u003eFollowing Short-Form Web Writing Etiquette 177\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Discovering Ways to Improve Short-Form Content Marketing 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIncreasing Your Search Engine Rankings 179\u003c\/p\u003e \u003cp\u003eAbbreviating, Truncating, and Shortening Content the Right Way 181\u003c\/p\u003e \u003cp\u003eTools and Tricks to Get More from Short-Form Content Marketing 184\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Engaging in Online Conversations to Share Content 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12:  Defining Conversational Content Marketing 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding What Conversational Content Marketing Is 189\u003c\/p\u003e \u003cp\u003eJumpstarting Dialogue 190\u003c\/p\u003e \u003cp\u003eBeing Personable and Engaging 191\u003c\/p\u003e \u003cp\u003eConversing and Sharing Content the Right Way 192\u003c\/p\u003e \u003cp\u003eBuilding Relationships 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Introducing the Tools of\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConversational Web Writing 197\u003c\/p\u003e \u003cp\u003eCommenting on Blogs 197\u003c\/p\u003e \u003cp\u003eConversing on Twitter 206\u003c\/p\u003e \u003cp\u003eUsing Social Networks for Conversations 211\u003c\/p\u003e \u003cp\u003eCommunicating on Forums 216\u003c\/p\u003e \u003cp\u003eCommenting on Other Forms of Social Media 221\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Getting the Most out of Online Conversations 227\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSaving Time and Effort with Handy Tools 227\u003c\/p\u003e \u003cp\u003eAdjusting Your Conversations and Tone for Your Audience 231\u003c\/p\u003e \u003cp\u003eUsing Keywords and Links in Conversations 232\u003c\/p\u003e \u003cp\u003eUnderstanding Online Conversation Etiquette 233\u003c\/p\u003e \u003cp\u003eEvaluating Discussions and Tweaking Efforts 234\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Achieving Long-Term Success 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Integrating Your Content Marketing Efforts 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Importance of Integrating Marketing Efforts 241\u003c\/p\u003e \u003cp\u003eInterlinking Your Online Content 242\u003c\/p\u003e \u003cp\u003eMaking It Easy for Others to Share and Talk about Your Content 250\u003c\/p\u003e \u003cp\u003eFinding Content Marketing Opportunities 253\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Analyzing Results and Fine-Tuning Your Strategy 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMonitoring Your Online Reputation 259\u003c\/p\u003e \u003cp\u003eResponding to Criticisms and Inaccuracies 267\u003c\/p\u003e \u003cp\u003eKnowing What to Track 269\u003c\/p\u003e \u003cp\u003eFinding Tools to Analyze Marketing Metrics 272\u003c\/p\u003e \u003cp\u003eConducting Ongoing Research 275\u003c\/p\u003e \u003cp\u003eRetooling a Content Marketing Strategy 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Building a Content Marketing Team 283\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying Resource Needs 283\u003c\/p\u003e \u003cp\u003eAsking Employees to Help 285\u003c\/p\u003e \u003cp\u003eConsidering the Budget 286\u003c\/p\u003e \u003cp\u003eEstablishing Expectations and Requirements 287\u003c\/p\u003e \u003cp\u003eFinding Help with Content Creation, Sharing, and Promotion 289\u003c\/p\u003e \u003cp\u003eMonitoring Performance 292\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 293\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Ten Free Tools to Get Started with\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent Marketing 295\u003c\/p\u003e \u003cp\u003eWordPress.org 295\u003c\/p\u003e \u003cp\u003estock.xchng 296\u003c\/p\u003e \u003cp\u003ePaint.NET 297\u003c\/p\u003e \u003cp\u003ePolldaddy 298\u003c\/p\u003e \u003cp\u003eCore FTP 299\u003c\/p\u003e \u003cp\u003eCoffeeCup 299\u003c\/p\u003e \u003cp\u003eGoogle Analytics 300\u003c\/p\u003e \u003cp\u003eGoogle Alerts 300\u003c\/p\u003e \u003cp\u003ebit.ly 300\u003c\/p\u003e \u003cp\u003eGoogle Bookmarks 301\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Ten Sites to Publish Your Content for Free 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogger 303\u003c\/p\u003e \u003cp\u003eTwitter 304\u003c\/p\u003e \u003cp\u003eFacebook 304\u003c\/p\u003e \u003cp\u003eLinkedIn 304\u003c\/p\u003e \u003cp\u003eYouTube 305\u003c\/p\u003e \u003cp\u003eSlideShare 305\u003c\/p\u003e \u003cp\u003eFlickr 305\u003c\/p\u003e \u003cp\u003eBlogTalkRadio 306\u003c\/p\u003e \u003cp\u003ePodbean.com 307\u003c\/p\u003e \u003cp\u003eEzineArticles.com 307\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Ten Resources for Content Marketing Help 309\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBlogging All-in-One For Dummies 309\u003c\/p\u003e \u003cp\u003eAbout.com Blogging 310\u003c\/p\u003e \u003cp\u003eWordPress Codex 310\u003c\/p\u003e \u003cp\u003eGoogle Blogger For Dummies 310\u003c\/p\u003e \u003cp\u003eFacebook Help 311\u003c\/p\u003e \u003cp\u003eLinkedIn Learning Center 311\u003c\/p\u003e \u003cp\u003eTwitter For Dummies 312\u003c\/p\u003e \u003cp\u003eSEOmoz 312\u003c\/p\u003e \u003cp\u003eW3Schools 313\u003c\/p\u003e \u003cp\u003e30-Minute Social Media Marketing 313\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VII: Appendixes 315\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppendix A: Sample Content Marketing Quick Start Plans 317\u003c\/p\u003e \u003cp\u003eA Blog-Focused Content Marketing Quick Start Plan 318\u003c\/p\u003e \u003cp\u003eA Facebook Page Content Marketing Quick Start Plan 319\u003c\/p\u003e \u003cp\u003eA YouTube Channel Content Marketing Quick Start Plan 321\u003c\/p\u003e \u003cp\u003eAppendix B: Glossary 323\u003c\/p\u003e \u003cp\u003eIndex 331\u003c\/p\u003e \u003cb\u003eSusan Gunelius\u003c\/b\u003e 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 \u003ci\u003eBlogging All-in-One For Dummies\u003c\/i\u003e and \u003ci\u003eGoogle Blogger For Dummies\u003c\/i\u003e. Susan speaks about these topics at events around the world.  \u003cb\u003eLearn what content marketing is and how to develop a strategy for your business\u003c\/b\u003e  \u003cp\u003eContent 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eEngage them — discover how to capture the attention of your customers instead of interrupting them\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAdd value — learn to create content that offers your customers an informational benefit\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eGo long — develop and promote blogs, videos, webinars, and more to share content that offers value to your customers\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eThe short version — get the lowdown on supplying content via Twitter, LinkedIn, Facebook, Flickr, and more\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMind your manners — understand and follow social media etiquette to protect your brand\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eStart a conversation — familiarize yourself with the tools of informal Web writing, start conversations, and participate in forums or start your own\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eKeep it moving — analyze the results of your efforts and continually fine-tune your content marketing strategy\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eOpen the book and find:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eHow content marketing can benefit and build your brand\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eTechniques for breaking through the clutter\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eWays to be sure you're not spamming\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eSearch engine optimization tricks you can use\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAdvice on contributing to other Web sites\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eGreat free tools to get you started\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eA glossary to explain the many terms you'll encounter\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eTips on building relationships\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cb\u003eLearn to:\u003c\/b\u003e\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eDevelop an online content marketing strategy\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eCreate content and publish it in long or short form\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003ePromote your brand through conversations online\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eFollow the laws and avoid questionable content\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47988984316133,"sku":"NP9781118007297","price":24.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118007297.jpg?v=1761782315","url":"https:\/\/k12savings.com\/es\/products\/content-marketing-for-dummies-isbn-9781118007297","provider":"K12savings","version":"1.0","type":"link"}