The Content Marketing Handbook
How to Double the Results of Your Marketing Campaigns
Published on 18. February 2020
Book
Paperback/Softback
220 pages
978-1-59918-660-3 (ISBN)
Description
The Content Marketing Handbook helps entrepreneurs, marketers, and small business owners understand the true role of content within integrated multichannel marketing campaigns, avoid wasting time and money by giving away content with no ROI, and instead skillfully create content that builds trust, stimulate interest, and ultimately get more orders for what they are selling.
Readers will learn how to:
Create A-level content that gets noticed, gets read, and eliminates "content pollution"
Overcome the biggest weakness of content marketing
Double marketing response rates by adding lead magnets, bonus reports, and other free content offers
Use content to build brands, enhance reputations, and stand out from the competition
Plan, execute and measure content marketing in a multichannel environment
Know when to stop giving away content and start asking for the orders
Readers will learn how to:
Create A-level content that gets noticed, gets read, and eliminates "content pollution"
Overcome the biggest weakness of content marketing
Double marketing response rates by adding lead magnets, bonus reports, and other free content offers
Use content to build brands, enhance reputations, and stand out from the competition
Plan, execute and measure content marketing in a multichannel environment
Know when to stop giving away content and start asking for the orders
More details
Language
English
Place of publication
Irvine
United States
Target group
Professional and scholarly
Product notice
Paperback (trade)
Illustrations
Illustrations
Dimensions
Height: 226 mm
Width: 156 mm
Thickness: 22 mm
Weight
425 gr
ISBN-13
978-1-59918-660-3 (9781599186603)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Robert W. Bly is an independent copywriter and marketing consultant with more than 35 years of experience in B2B and direct response marketing. He has worked with over 100 clients including IBM, AT&T, Embraer Executive Jet, Intuit, Boardroom, Grumman and more. He is the author of 100 books, including The Marketing Plan Handbook (Entrepreneur Press, 2015), and he currently writes regular columns for Target Marketing Magazine and The Direct Response Letter.
Content
Introduction
Chapter 1: The 10 steps to content marketing success
Chapter 2: How to write compelling content
Chapter 3: Planning your content marketing strategy
Chapter 4: Integrating content with direct response and online marketing
Chapter 5: Marketing with white papers, ebooks, and special reports
Chapter 6: Marketing with case studies and testimonials
Chapter 7: Marketing with books and mini-books
Chapter 8: Marketing with articles and blogs
Chapter 9: Marketing with e-newsletters and emails
Chapter 10: Marketing with podcasts and other audio
Chapter 11: Marketing with video and apps
Chapter 12: Marketing with webinars and teleconferences
Chapter 13: Marketing with seminars, workshops, speeches, and talks
Chapter 14: Marketing with infographics and tipographics
Chapter 15: Social media marketing
Chapter 16: Driving traffic with content-based calls to action
Chapters 17: Increasing conversion with content
Appendix A: Copyright laws and how not to violate them when creating your content
Appendix B: Resources
Chapter 1: The 10 steps to content marketing success
Chapter 2: How to write compelling content
Chapter 3: Planning your content marketing strategy
Chapter 4: Integrating content with direct response and online marketing
Chapter 5: Marketing with white papers, ebooks, and special reports
Chapter 6: Marketing with case studies and testimonials
Chapter 7: Marketing with books and mini-books
Chapter 8: Marketing with articles and blogs
Chapter 9: Marketing with e-newsletters and emails
Chapter 10: Marketing with podcasts and other audio
Chapter 11: Marketing with video and apps
Chapter 12: Marketing with webinars and teleconferences
Chapter 13: Marketing with seminars, workshops, speeches, and talks
Chapter 14: Marketing with infographics and tipographics
Chapter 15: Social media marketing
Chapter 16: Driving traffic with content-based calls to action
Chapters 17: Increasing conversion with content
Appendix A: Copyright laws and how not to violate them when creating your content
Appendix B: Resources