This book covers the principles and context of expertise-driven marketing. It talks about and dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It also contains 8 fundamental rules of effective article writing and how to put them into practice.
Sprache
Verlagsort
Produkt-Hinweis
Illustrationen
Maße
Höhe: 226 mm
Breite: 152 mm
Dicke: 15 mm
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ISBN-13
978-1-64105-793-6 (9781641057936)
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Schweitzer Klassifikation
David A. Zetoony cochairs the United States data privacy and security practice at the international law firm of Greenberg Traurig LLP. Before joining Greenberg Traurig, he founded and then cochaired the global data privacy and security practice at the international law firm Bryan Cave Leighton Paisner LLP.
Mr. Zetoony graduated cum laude with a dual degree in history and policy studies from Rice University in Houston, Texas, and received his JD from the University of Virginia School of Law in Charlottesville, Virginia. He writes on issues of domestic and international data privacy and security law and has been repeatedly named as one of the top thought leaders in his field, receiving numerous JD Supra Readers' Choice awards and Lexology Thought Leadership awards. He was also identified by a prominent legal publisher as the most read outside counsel in any field from any law firm.
In addition to his practice, Mr. Zetoony often speaks to and teaches attorneys about how to successfully leverage article writing to help clients and generate business.
AcknowledgmentsviiAbout the AuthorixForewordxiIntroductionxvHow To Use This BookxixSection I: Expertise-Driven Marketing1 .Core Principle of Expertise-Driven Marketing12 .Myths of Expertise-Driven Marketing3Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3Myth No 2: Nobody Ever Gets a New Client from Writing an Article5Myth No 3:You Need a Title to Market Yourself as an Expert8Myth No . 4: Clients Don't Read Articles9Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10Myth No . 7: Experts Have a ¿Halö Effect10Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12Myth No 9:You Have to Be an ¿Expert¿ to Engage in Expertise-Driven Marketing13Myth No 10: Publishing an Article Is Giving the Milk Away for Free133Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing154 .Expertise-Driven Marketing Can Facilitate Relationships19
Section II: Rules of Writing5 .Rule 1: Efficient Writing25Rule 1 (Efficient Writing): Frequently Asked Questions356 .Rule 2: Short41Rule 2 (Short): Frequently Asked Questions687 .Rule 3: Business Practical73Rule 3 (Business Practical): Frequently Asked Questions828 .Rule 4: Shelf Stable87Rule 4 (Shelf Stable): Frequently Asked Questions959 .Rule 5: Recycling and the Rule of Threes99Rule 5 (Rule of Threes): Frequently Asked Questions10810 . Rule 6: Metrics113Rule 6 (Metrics): Frequently Asked Questions13011 . Rule 7: Repetition and Stockpiling137Rule 7 (Repetition and Stockpiling): Frequently Asked Questions14112 . Rule 8: Do It Yourself145Rule 8 (Do It Yourself): Frequently Asked Questions148Section III: Additional Considerations13 . Deviating from the Rules15514 . Goal Setting15715 . Developing Expertise16116 . Choosing Your Area of Expertise16517 . Campaigns17318 . Identifying Good Publication Sources17519 . Social Media179 Contents ¿¿¿ vAppendix A: Practice Identifying Popular Article Titles183Practice Sheet 1183Practice Sheet 2187Appendix B: Sample Article Structures1911 . The ¿Overview¿1912 . The ¿Frequently Asked Question¿1943 . The ¿Fear Dispeller¿1964 . The ¿Five-Step Program¿; the ¿Ten-Step Program¿2005 . The ¿Tracker¿2026 . The ¿Industry Benchmark¿203APPENDIX C: Sample Publication Calendars205JANUARY205FEBRUARY206MARCH207APRIL208MAY209JUNE210JULY211AUGUST212SEPTEMBER213OCTOBER214NOVEMBER215DECEMBER216APPENDIX D: Sheet for Article Self-Analysis217Index219
