{"product_id":"content-marketing-strategies-for-dummies-isbn-9781119154549","title":"Content Marketing Strategies For Dummies","description":"\u003cb\u003eDrive your content marketing campaign toward success\u003c\/b\u003e \u003cp\u003eBlogs and social platforms are all the rage right now—especially for strategists looking to cultivate influence among target audience members through content marketing. \u003ci\u003eContent Marketing Strategies For Dummies\u003c\/i\u003e explains how you can use content marketing to gain an edge over your competition, even in the most crowded of marketplaces. This timely text introduces you to the Five C Cycle: Company Focus, Customer Experience, Content Creation, Channel Promotion, and Closed-Loop Analysis. The Five C Cycle drives the creation and documentation of a targeted content marketing strategy, and allows you to approach your content marketing campaign with confidence. By helping you determine your company's focus, uncover your customers' experience with data, develop channel promotions across social platforms, create actionable online content, and use closed-loop analysis to build on previous success, this will become your go-to content marketing guide. \u003c\/p\u003e\u003cp\u003eContent marketing entails creating and curating content online via blog posts, social media platforms, and more. The goal is to acquire and retain customers by creating content that brings value to their lives, and that encourages them to engage with your brand. This easy-to-understand guide will help you do just that. \u003c\/p\u003e\u003cul\u003e \u003cli\u003eAnalyze customer data to better understand your target audience's journey\u003c\/li\u003e \u003cli\u003eLeverage social platforms, such as Facebook and Twitter, to develop channel promotions\u003c\/li\u003e \u003cli\u003eCreate and curate intelligent, engaging content that leads to action\u003c\/li\u003e \u003cli\u003eBuild upon your previous success with closed-loop analysis\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWhether you work for a large corporation, are part of a small business, are a solo thought leader, or are an educator, \u003ci\u003eContent Marketing Strategies For Dummies\u003c\/i\u003e tells you how to gain a critical, competitive advantage through targeted content marketing strategies. \u003c\/p\u003e\u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003e Introduction 1\u003c\/p\u003e \u003cp\u003eAbout This Book 1\u003c\/p\u003e \u003cp\u003eFoolish Assumptions 2\u003c\/p\u003e \u003cp\u003eIcons Used in This Book 2\u003c\/p\u003e \u003cp\u003eBeyond the Book 3\u003c\/p\u003e \u003cp\u003eWhere to Go from Here 3\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Getting Started with Content Marketing Strategies 5\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: Establishing Your Content Marketing Strategy 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Components of a Content Marketing Strategy 7\u003c\/p\u003e \u003cp\u003eDetermining the company focus 8\u003c\/p\u003e \u003cp\u003eUncovering the customer experience 9\u003c\/p\u003e \u003cp\u003eCreating quality content 9\u003c\/p\u003e \u003cp\u003eDeveloping channel promotions 10\u003c\/p\u003e \u003cp\u003eDeploying check-back analysis 11\u003c\/p\u003e \u003cp\u003eCommunicating Your Mission 12\u003c\/p\u003e \u003cp\u003eCrafting your statement 12\u003c\/p\u003e \u003cp\u003eReviewing real mission statements 13\u003c\/p\u003e \u003cp\u003eEstablishing Your Goals 16\u003c\/p\u003e \u003cp\u003eUncovering your goals 16\u003c\/p\u003e \u003cp\u003ePicking KPIs 18\u003c\/p\u003e \u003cp\u003eExpanding Your Corporate Mindset 18\u003c\/p\u003e \u003cp\u003eCreating a culture of content 19\u003c\/p\u003e \u003cp\u003eThinking about reputation 21\u003c\/p\u003e \u003cp\u003eUsing content to serve customers 23\u003c\/p\u003e \u003cp\u003eDipping into User Design and Habits 26\u003c\/p\u003e \u003cp\u003eRecognizing the importance of UX design in your strategy 26\u003c\/p\u003e \u003cp\u003eObserving product habits 27\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: Capturing Your Customer’s Attention 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on Attention 32\u003c\/p\u003e \u003cp\u003eSeeking the “attention web” 32\u003c\/p\u003e \u003cp\u003eLooking at attention triggers 37\u003c\/p\u003e \u003cp\u003eMaking Your Content Easy to Consume 39\u003c\/p\u003e \u003cp\u003eReading in patterns 39\u003c\/p\u003e \u003cp\u003eConsidering design elements and typography 41\u003c\/p\u003e \u003cp\u003eDeploying Interactive Content 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: Understanding Your Business Model and Brand 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSeparating Your Business Model from Your Brand 50\u003c\/p\u003e \u003cp\u003eUnderstanding the business you’re in 51\u003c\/p\u003e \u003cp\u003eLooking at some popular online business models 52\u003c\/p\u003e \u003cp\u003eConsidering the freemium model 57\u003c\/p\u003e \u003cp\u003eAnalyzing Your Business Model 60\u003c\/p\u003e \u003cp\u003eDiscovering Your Brand 61\u003c\/p\u003e \u003cp\u003eBenefitting from attention to your brand 61\u003c\/p\u003e \u003cp\u003eKnowing your current brand reality 63\u003c\/p\u003e \u003cp\u003eSolidifying the Look of the Brand 64\u003c\/p\u003e \u003cp\u003eConsidering design components 64\u003c\/p\u003e \u003cp\u003eUsing a digital asset management tool 66\u003c\/p\u003e \u003cp\u003eDeveloping Success Measures for Your Brand 68\u003c\/p\u003e \u003cp\u003eProducing Engaging Branded Content 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Facilitating Buy-In from Your Team 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePresenting the Big Picture 73\u003c\/p\u003e \u003cp\u003eIdentifying your audiences 74\u003c\/p\u003e \u003cp\u003eUsing the Five-Prong Approach (FPA) to collect buy-in information 75\u003c\/p\u003e \u003cp\u003eEngaging the Leadership Team and Identifying Roles 78\u003c\/p\u003e \u003cp\u003eUnderstanding what leaders want to know 79\u003c\/p\u003e \u003cp\u003eUnderstanding how roles will work 80\u003c\/p\u003e \u003cp\u003eCommunicating the Essentials to Everyone 80\u003c\/p\u003e \u003cp\u003eExpecting resistance to change 81\u003c\/p\u003e \u003cp\u003eEstablishing results that will be shared 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Putting Your Content Marketing Plan and Presentation Together 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReorganizing for Success 85\u003c\/p\u003e \u003cp\u003eBusting silos 86\u003c\/p\u003e \u003cp\u003eAdvocating change 88\u003c\/p\u003e \u003cp\u003eIdentifying the Components of Your Content Marketing Plan 89\u003c\/p\u003e \u003cp\u003eDocumenting needed resources 89\u003c\/p\u003e \u003cp\u003eMeasuring success 90\u003c\/p\u003e \u003cp\u003eEstablishing the timeline 91\u003c\/p\u003e \u003cp\u003ePresenting Your Plan 92\u003c\/p\u003e \u003cp\u003eRevisiting the Five-Prong Approach 92\u003c\/p\u003e \u003cp\u003ePutting It All Together: Your Presentation 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Uncovering the Customer Experience 99\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Dipping into Customer Data 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Big Data 101\u003c\/p\u003e \u003cp\u003eLooking at different kinds of Big Data 102\u003c\/p\u003e \u003cp\u003eLooking at problems with big data 103\u003c\/p\u003e \u003cp\u003eUncovering the Role Big Data Plays in Content Marketing 104\u003c\/p\u003e \u003cp\u003eImproving your content marketing 105\u003c\/p\u003e \u003cp\u003eUsing real-time content 105\u003c\/p\u003e \u003cp\u003eDiscovering the Internet of Things 106\u003c\/p\u003e \u003cp\u003eReviewing IoT market size 106\u003c\/p\u003e \u003cp\u003eImpacting content marketing 109\u003c\/p\u003e \u003cp\u003eVisualizing Big Data 111\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Discovering Buyer Personas 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReviewing Persona Development 113\u003c\/p\u003e \u003cp\u003eUnderstanding how persona creation improves content 115\u003c\/p\u003e \u003cp\u003eTaking action to understand your customers 117\u003c\/p\u003e \u003cp\u003eCollecting Information 118\u003c\/p\u003e \u003cp\u003eFinding different data types 118\u003c\/p\u003e \u003cp\u003eDeploying listening tools 120\u003c\/p\u003e \u003cp\u003eConducting one-on-one interviews 124\u003c\/p\u003e \u003cp\u003eDocumenting your personas 125\u003c\/p\u003e \u003cp\u003eAvoiding Common Mistakes 125\u003c\/p\u003e \u003cp\u003eLooking at How Generations Differ 127\u003c\/p\u003e \u003cp\u003eUnderstanding millennials 127\u003c\/p\u003e \u003cp\u003eMeeting Gen C 129\u003c\/p\u003e \u003cp\u003eIdentifying a Prospect’s Emotions 130\u003c\/p\u003e \u003cp\u003eKeeping Up with Trends 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Taking the Buyer’s Journey 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHarnessing the Customer Experience 136\u003c\/p\u003e \u003cp\u003eLooking at the customer experience from both sides 136\u003c\/p\u003e \u003cp\u003eBenefitting from an omni-channel approach 138\u003c\/p\u003e \u003cp\u003eUncovering Commercial Intent 140\u003c\/p\u003e \u003cp\u003eDefending Against Competitors 143\u003c\/p\u003e \u003cp\u003eResearching competitors 143\u003c\/p\u003e \u003cp\u003eAnalyzing your competitor’s content 146\u003c\/p\u003e \u003cp\u003eIdentifying the Stages of the Buyer’s Journey 148\u003c\/p\u003e \u003cp\u003eUnderstanding the buying process and journey map 148\u003c\/p\u003e \u003cp\u003eBenefitting from the journey map 150\u003c\/p\u003e \u003cp\u003eFocusing on content for each part of the journey 151\u003c\/p\u003e \u003cp\u003ePersonalizing Your Content 154\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Embracing Sales Enablement 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiscovering Sales Enablement 157\u003c\/p\u003e \u003cp\u003eGaining a competitive advantage 158\u003c\/p\u003e \u003cp\u003eEvaluating your current status 159\u003c\/p\u003e \u003cp\u003eUnderstanding the new role of sales reps 161\u003c\/p\u003e \u003cp\u003eTraining Your Salesforce 162\u003c\/p\u003e \u003cp\u003eCoaching Your Reps to Become Winners 164\u003c\/p\u003e \u003cp\u003eChecking Out Sales Enablement Blogs 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Creating Actionable Content 169\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Examining Your Content Plan 171\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEvaluating Your Content 171\u003c\/p\u003e \u003cp\u003eBenefitting from a content plan 172\u003c\/p\u003e \u003cp\u003eDetermining content maturity 175\u003c\/p\u003e \u003cp\u003eAssessing Your Content 176\u003c\/p\u003e \u003cp\u003eInterviewing your stakeholders 176\u003c\/p\u003e \u003cp\u003eConducting a content audit 177\u003c\/p\u003e \u003cp\u003eVisualizing Your Sites 179\u003c\/p\u003e \u003cp\u003eMapping your content ecosystem 179\u003c\/p\u003e \u003cp\u003ePicturing website content 180\u003c\/p\u003e \u003cp\u003eCreating Your Plan 181\u003c\/p\u003e \u003cp\u003eFocusing on Specialized Content 183\u003c\/p\u003e \u003cp\u003eCreating pillar content 183\u003c\/p\u003e \u003cp\u003eUtilizing “evergreen” content 185\u003c\/p\u003e \u003cp\u003eUsing graphics and other visuals 186\u003c\/p\u003e \u003cp\u003eGoing viral 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: Exploring Content Types 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDipping into Content Categories 189\u003c\/p\u003e \u003cp\u003eWorking with Original Short- and Long-Form Content 191\u003c\/p\u003e \u003cp\u003eUsing Curation 193\u003c\/p\u003e \u003cp\u003eExamining five curation models 194\u003c\/p\u003e \u003cp\u003eUnderstanding how to curate 195\u003c\/p\u003e \u003cp\u003eMaking Use of User-Generated Content 197\u003c\/p\u003e \u003cp\u003eUnderstanding the positives 197\u003c\/p\u003e \u003cp\u003eDealing with the negatives 198\u003c\/p\u003e \u003cp\u003eRepurposing Content to Add Value 199\u003c\/p\u003e \u003cp\u003eBenefitting from repurposing 199\u003c\/p\u003e \u003cp\u003ePlanning goals and picking content 199\u003c\/p\u003e \u003cp\u003eViewing Aggregated Visual Content 201\u003c\/p\u003e \u003cp\u003eDealing with Live Video Content 202\u003c\/p\u003e \u003cp\u003eExtending Business News 203\u003c\/p\u003e \u003cp\u003eOffering Online Courses 204\u003c\/p\u003e \u003cp\u003eManaging Content Formats 206\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: Storytelling for Content Marketers 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStorytelling to Engage Your Audience 213\u003c\/p\u003e \u003cp\u003eSeeking the science behind stories 213\u003c\/p\u003e \u003cp\u003eFinding your product stories 216\u003c\/p\u003e \u003cp\u003eStructuring Your Content Using Stories 220\u003c\/p\u003e \u003cp\u003eCrafting the story 221\u003c\/p\u003e \u003cp\u003eIncorporating copywriting 222\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: Creating Processes and Systems for Your Content 225\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOrganizing the Content Process 225\u003c\/p\u003e \u003cp\u003eBenefiting from a defined framework 226\u003c\/p\u003e \u003cp\u003eExamining the systems needed 226\u003c\/p\u003e \u003cp\u003eDetermining Roles and Responsibilities 229\u003c\/p\u003e \u003cp\u003eManaging the Workflow 230\u003c\/p\u003e \u003cp\u003eFinding and assigning writers 230\u003c\/p\u003e \u003cp\u003eUsing an editorial calendar 233\u003c\/p\u003e \u003cp\u003eDocumenting Your Policies and Procedures 236\u003c\/p\u003e \u003cp\u003eContent managers 237\u003c\/p\u003e \u003cp\u003eEditors 237\u003c\/p\u003e \u003cp\u003eWriters 237\u003c\/p\u003e \u003cp\u003eDesigners 239\u003c\/p\u003e \u003cp\u003eContent system administrator 239\u003c\/p\u003e \u003cp\u003eWeb administrator 239\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Developing Channel Promotions 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Examining Channel Plans 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGetting Started with Your Channel Plan 243\u003c\/p\u003e \u003cp\u003eBenefitting from planning your channel content 244\u003c\/p\u003e \u003cp\u003eKnowing what you need to create a channel plan 245\u003c\/p\u003e \u003cp\u003ePreparing for a Channel Audit 246\u003c\/p\u003e \u003cp\u003ePhase One: Current Channel Audit 246\u003c\/p\u003e \u003cp\u003ePhase Two: Channel Content Review 249\u003c\/p\u003e \u003cp\u003ePhase Three: New Channel Plans 250\u003c\/p\u003e \u003cp\u003eDipping into Some Major Channel Examples 251\u003c\/p\u003e \u003cp\u003eUsing Facebook for customer support: Avon 252\u003c\/p\u003e \u003cp\u003eTweeting for customer engagement: Warby Parker 253\u003c\/p\u003e \u003cp\u003eInfluencing through LinkedIn: Microsoft 253\u003c\/p\u003e \u003cp\u003eUsing Pinterest to gauge user interest: The Container Store 254\u003c\/p\u003e \u003cp\u003eDocumenting each channel’s plan 256\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Sharing Your Content 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmbracing Shareability As a Strategy 259\u003c\/p\u003e \u003cp\u003eUnderstanding sharing patterns 260\u003c\/p\u003e \u003cp\u003eSharing as a bottom‐line issue 261\u003c\/p\u003e \u003cp\u003eUncovering the Five Ws and One H of Online Sharing 263\u003c\/p\u003e \u003cp\u003eKnowing who shares content, and why 264\u003c\/p\u003e \u003cp\u003eConsidering what they share 266\u003c\/p\u003e \u003cp\u003eDiscovering when they share 268\u003c\/p\u003e \u003cp\u003eObserving where they share 269\u003c\/p\u003e \u003cp\u003eLooking at how people share content 269\u003c\/p\u003e \u003cp\u003eAdding Social Bookmarking 270\u003c\/p\u003e \u003cp\u003eMaking SEO a Priority 271\u003c\/p\u003e \u003cp\u003eDeploying Hashtags to Encourage Sharing 275\u003c\/p\u003e \u003cp\u003eUnderstanding hashtags 275\u003c\/p\u003e \u003cp\u003eUsing hashtag tools 275\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: Looking at Paid, Earned, Shared, and Owned Media 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Types of Media 279\u003c\/p\u003e \u003cp\u003eReviewing each media type 280\u003c\/p\u003e \u003cp\u003eDetermining your needs 281\u003c\/p\u003e \u003cp\u003eUtilizing Paid Media 282\u003c\/p\u003e \u003cp\u003eDiscovering retargeting 282\u003c\/p\u003e \u003cp\u003eDealing with native advertising 283\u003c\/p\u003e \u003cp\u003eConsidering programmatic buying 285\u003c\/p\u003e \u003cp\u003eFinding out what you need to know from advertisers 286\u003c\/p\u003e \u003cp\u003eChampioning Earned Media 286\u003c\/p\u003e \u003cp\u003eEnhancing Shared Media 289\u003c\/p\u003e \u003cp\u003eAmplifying Owned Media 290\u003c\/p\u003e \u003cp\u003eLooking at the role of press releases 290\u003c\/p\u003e \u003cp\u003eSpreading the message 291\u003c\/p\u003e \u003cp\u003eCreating a Framework for Achieving the Right Mix 292\u003c\/p\u003e \u003cp\u003eSection 1: Owned Channels 293\u003c\/p\u003e \u003cp\u003eSection 2: Shared Media 294\u003c\/p\u003e \u003cp\u003eSection 3: Paid Ads 294\u003c\/p\u003e \u003cp\u003eSection 4: Earned Media 295\u003c\/p\u003e \u003cp\u003eSection 5: Evaluate and Revise 295\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Delving into Syndication and Guest Posting 297\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Syndication 298\u003c\/p\u003e \u003cp\u003eLooking at content specifics 299\u003c\/p\u003e \u003cp\u003eUncovering syndication types 300\u003c\/p\u003e \u003cp\u003eLooking at Online Syndicators 302\u003c\/p\u003e \u003cp\u003eEstablishing Your Syndication Plan 305\u003c\/p\u003e \u003cp\u003eDiscovering Guest Posting 306\u003c\/p\u003e \u003cp\u003eBenefitting from guest posting 306\u003c\/p\u003e \u003cp\u003ePitching your guest posting to a blogger 307\u003c\/p\u003e \u003cp\u003ePreparing to guest post 310\u003c\/p\u003e \u003cp\u003eStarting your own guest blogging program 313\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 18: Working with Influencers 315\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDiscovering the Evolving Role of Influencers 315\u003c\/p\u003e \u003cp\u003eUnderstanding the six principles of persuasion 317\u003c\/p\u003e \u003cp\u003eUnderstanding why influencers matter more now 319\u003c\/p\u003e \u003cp\u003eUnderstanding how to measure expert influencers 320\u003c\/p\u003e \u003cp\u003eRecognizing Influencer Types 321\u003c\/p\u003e \u003cp\u003eFinding the Right Influencers 322\u003c\/p\u003e \u003cp\u003eDiscovering the influencers you need to target 322\u003c\/p\u003e \u003cp\u003eDeveloping a system 326\u003c\/p\u003e \u003cp\u003eUncovering New Influencers 327\u003c\/p\u003e \u003cp\u003eInfluencing with Customer Advocacy 328\u003c\/p\u003e \u003cp\u003eEnhancing Word of Mouth (WOM) with Advertising 331\u003c\/p\u003e \u003cp\u003eConnecting with your audience 331\u003c\/p\u003e \u003cp\u003eIdentifying factors for WOMA 332\u003c\/p\u003e \u003cp\u003ePaid Influencer Programs 332\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart V: Using Check-Back Analysis 337\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 19: Reassessing Your Business Model and Brand Value 339\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eValidating Business Models 340\u003c\/p\u003e \u003cp\u003eLooking at change 340\u003c\/p\u003e \u003cp\u003eRevising your business model canvas 341\u003c\/p\u003e \u003cp\u003eReexamining your brand worksheet 342\u003c\/p\u003e \u003cp\u003eEnhancing your business models 342\u003c\/p\u003e \u003cp\u003eReviewing Your Brand Status 343\u003c\/p\u003e \u003cp\u003eRefreshing Visual Branding 344\u003c\/p\u003e \u003cp\u003eUnderstanding what your branding means 345\u003c\/p\u003e \u003cp\u003eSurveying about brand awareness 346\u003c\/p\u003e \u003cp\u003eLocating a survey company 347\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 20: Reviewing Your Content Marketing Strategy 351\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAllowing for Failed Experiments 351\u003c\/p\u003e \u003cp\u003eLooking Back at Your Content Marketing Strategy 353\u003c\/p\u003e \u003cp\u003eReviewing goals and KPIs 353\u003c\/p\u003e \u003cp\u003eAssessing content maturity 354\u003c\/p\u003e \u003cp\u003eReevaluating Your Ecosystem 355\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart VI: The Part of Tens 359\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 21: Ten Problems Content Marketers Face 361\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCompany Focus 361\u003c\/p\u003e \u003cp\u003eInadequate budget 362\u003c\/p\u003e \u003cp\u003eLack of buy-in 362\u003c\/p\u003e \u003cp\u003eCustomer Experience 362\u003c\/p\u003e \u003cp\u003eYour content isn’t categorized for the buyer’s journey 362\u003c\/p\u003e \u003cp\u003eYour content isn’t personalized 362\u003c\/p\u003e \u003cp\u003eContent Promotion 363\u003c\/p\u003e \u003cp\u003eIt seems as though no one is listening 363\u003c\/p\u003e \u003cp\u003eYou’re not working with the right partners 363\u003c\/p\u003e \u003cp\u003eContent Creation 363\u003c\/p\u003e \u003cp\u003eRunning out of good ideas 363\u003c\/p\u003e \u003cp\u003eDecreasing content quality 364\u003c\/p\u003e \u003cp\u003eCheck-back Analysis 364\u003c\/p\u003e \u003cp\u003eNot effectively monitoring customer sentiment 364\u003c\/p\u003e \u003cp\u003eInadequate measures to determine action 364\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 22: Top Ten Blogs on Content Marketing 365\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuffer 365\u003c\/p\u003e \u003cp\u003eContent Marketing Institute 366\u003c\/p\u003e \u003cp\u003eConvince \u0026amp; Convert 366\u003c\/p\u003e \u003cp\u003eCopyblogger 366\u003c\/p\u003e \u003cp\u003eOracle (Eloqua) Content Marketing Blog 366\u003c\/p\u003e \u003cp\u003eHubSpot Marketing Blog 367\u003c\/p\u003e \u003cp\u003eMarketo Content Marketing Guides 367\u003c\/p\u003e \u003cp\u003eQuickSprout 367\u003c\/p\u003e \u003cp\u003eSocial Media Examiner 367\u003c\/p\u003e \u003cp\u003eSocial Triggers 368\u003c\/p\u003e \u003cp\u003eSeth Godin 368\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 23: Ten Free Tools for Content Marketing 369\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuzzSumo 369\u003c\/p\u003e \u003cp\u003eDropbox 370\u003c\/p\u003e \u003cp\u003eEmotional Marketing Value Headline Analyzer 370\u003c\/p\u003e \u003cp\u003eEvernote 370\u003c\/p\u003e \u003cp\u003eGoogle Webmaster Tools 371\u003c\/p\u003e \u003cp\u003eGrammarly 371\u003c\/p\u003e \u003cp\u003ePiktochart 371\u003c\/p\u003e \u003cp\u003eScreenpresso 371\u003c\/p\u003e \u003cp\u003eSEO SiteCheckup 372\u003c\/p\u003e \u003cp\u003eWordPress Calendar 372\u003c\/p\u003e \u003cp\u003eIndex 373\u003c\/p\u003e    \u003cp\u003e\u003cb\u003eStephanie Diamond\u003c\/b\u003e is a marketing professional with more than 20 years of experience building profits in over 75 different industries.  A strategic thinker, she has worked with solopreneurs, small business owners, and multibillion-dollar corporations. Follow her blog at Contentmarketingtoolbox.com\/blog.       \u003c\/p\u003e\u003cp\u003e\u003cb\u003e\u003ci\u003eLearn to:\u003c\/i\u003e\u003c\/b\u003e  \u003c\/p\u003e\u003cul\u003e \u003cli\u003e Analyze customer data to understand the buyer's journey\u003c\/li\u003e \u003cli\u003e Create and curate content that instantly engages your audience\u003c\/li\u003e \u003cli\u003e Use social platforms to develop channel promotions\u003c\/li\u003e \u003cli\u003e Develop customer personas that help you write targeted content\u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003e\u003cb\u003eCreate usable content for your customers and turn them into brand ambassadors!\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003eOnline networks are becoming increasingly significant in professional and academic settings, and almost inescapable during casual internet browsing.  Social media is everywhere we look, and it's where you need to be marketing. But you also need to give your customers content they can connect with: useful information that encourages them to develop a relationship with your brand. How? With a content marketing strategy that meets their needs and yours. This books will show you how!  \u003c\/p\u003e\u003cul\u003e \u003cli\u003e \u003cb\u003eFirst, get their attention\u003c\/b\u003e — find out what captures attention  and learn how to make your message stand out\u003c\/li\u003e \u003cli\u003e \u003cb\u003eKnow who you are\u003c\/b\u003e — clarify your company's focus and research how your customers view your brand\u003c\/li\u003e \u003cli\u003e \u003cb\u003e\"C\" how it's done\u003c\/b\u003e — learn to use each step of the Five C cycle to develop and document your content marketing strategy\u003c\/li\u003e \u003cli\u003e \u003cb\u003eGet everyone on board\u003c\/b\u003e — sell your strategy to company stakeholders and choose key performance indicators to chart your progress\u003c\/li\u003e \u003cli\u003e \u003cb\u003eMaster storytelling\u003c\/b\u003e — identify the stories your customers will relate to and learn the secrets of telling them masterfully\u003c\/li\u003e \u003cli\u003e \u003cb\u003eChannel your plan\u003c\/b\u003e — understand how to craft content for different distribution channels and set up a plan for each one\u003c\/li\u003e \u003cli\u003e \u003cb\u003eReview and rework\u003c\/b\u003e — see how to effectively review, reevaluate, and refine your strategies\u003c\/li\u003e \u003c\/ul\u003e   \u003cp\u003e\u003cb\u003eOpen the book and find:\u003c\/b\u003e  \u003c\/p\u003e\u003cul\u003e \u003cli\u003e Free mind maps and work-sheets to help you get the job done\u003c\/li\u003e \u003cli\u003e Help explaining content marketing to others in your company\u003c\/li\u003e \u003cli\u003e Tips for getting buy-in\u003c\/li\u003e \u003cli\u003e How to learn more about the customer experience\u003c\/li\u003e \u003cli\u003e Ways to pinpoint gaps in your content\u003c\/li\u003e \u003cli\u003e Systems and processes for getting content out there fast\u003c\/li\u003e \u003cli\u003e Why frequent review is a must\u003c\/li\u003e \u003c\/ul\u003e","brand":"For Dummies","offers":[{"title":"Default Title","offer_id":47988984512741,"sku":"NP9781119154549","price":29.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119154549.jpg?v=1761782316","url":"https:\/\/k12savings.com\/products\/content-marketing-strategies-for-dummies-isbn-9781119154549","provider":"K12savings","version":"1.0","type":"link"}