This edition has been updated to reflect new technology and marketing trends. The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun.
Author(s): Andy Crestodina
Edition: Fifth
Publisher: Orbit Media Studios
Year: 2018
Language: English
Pages: 514
Tags: Content Marketing,Marketing,Content Strategy,SEO,Email Marketing
Title Page
Copyright
Dedication
Contents
Introduction
01 Welcome to Content Chemistry
Who This Book is For
How to Use This Book: Experiment and Measure
How This Book is Structured
What is Content Marketing?
The Evolution of Marketing
Content Marketing vs. Advertising
Web Strategy and Website ROI
Case Study: Libby’s Laboratory Services
What You’ll Need
Part One: Lecture
02 How It All Works
Strategy
Branding
Web Design
Website Content
Create Content
Content Promotion
Search Engine Optimization
Social Media
Email Marketing
Analytics
03 Traffic Sources
Search Engine Optimization (SEO)
Social Media Marketing
Email Marketing
04 Conversions
Types of Conversions
Questions- Answers- Evidence- Action!
Questions: Understanding Your Audience
Answers: Satisfying Your Visitors’ Needs
Evidence: Supporting Our Claims
Action: Simple and Specific
Messages, Messengers and Format
Keep Visitors Moving
Testimonials
Signup Forms: The 3 Conversion Factors in Email List Growth
Thank You Pages and Conversion Tracking
How to Set Up Goals and Track Conversions in Google Analytics
Lead Generation Best Practices
Blog Post: How Can I Help You?
Service Page: Simply What You Do
About Page: Building Trust
Contact Page: Where the Magic Happens
Thank You Page: Mission Accomplished
What They Didn’t Tell You: Very Few Blog Readers Ever Become Leads—And That’s OK!
Part Two: Lab
05 Content
How a Documented Mission Affects Our Success
Content Mission Statement Examples
More Marketing Statement Templates
Keyphrase Research
Writing Headlines
Content Criteria
Images
Collaboration
Zero-Waste Marketing: Content for B2B Marketers
Formats and Repurposing: The Periodic Table of Content
A Few Words About Length
Building Interconnected Hubs of Content
Article Checklist
Search Engine Optimization Elements
Human Psychology Elements
Additional Media Elements
06 Promotion
Email Marketing
Social Promotion
Influencer Marketing and Online Networking
Guest Blogging
07 Inspiration & Finding Topics
Teach Your Reader Something
Tell ‘Em Stories
Conduct Interviews and Surveys
Establish Yourself As a Thought Leader
Present ‘Em with Data and Analytics
‘Listen’ To Your Audience
Write for Each Stage in the Conversion Funnel
Original Research: The Most Powerful Marketing Content
What to Research: Find the ‘Missing Stat’
08 Jaudit, Update and Optimize
How to Audit Your Content Marketing in 7-Steps
Finding the Traffic Champions
We’re done with the content audit. Now it’s time for action!
Updating Existing Content: How to Teach your Old Blog New Tricks
Example: Internal Linking Strategies Article
Digital Ink is Never Dry
09 Conclusion
About the Author
