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Valuable content marketing : why quality content is key to business success

Author: Sonja Jefferson; Sharon Tanton
Publisher: London ; Philadelphia : Kogan Page, 2013.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
The essential guide to marketing your business by creating and sharing valuable content. Get your message across in the right way, and the clients and customers you want will come to you. No hard sell required. Unthink what you've learned about sales and marketing communication. If you want to engage potential customers and help your business stand out from the crowd, you need to do things differently. From  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Jefferson, Sonja.
Valuable Content Marketing : How to make quality content the key to your business success.
London : Kogan Page, ©2013
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Sonja Jefferson; Sharon Tanton
ISBN: 9780749465810 0749465816
OCLC Number: 824469329
Description: 1 online resource (248 pages)
Contents: Part 1. Why valuable content? --
Part 2. What valuable content? --
Part 3. How to make your marketing valuable? --
Part 1. Why valuable content? --
01. Marketing has changed. Have you? --
The business development challenge --
How successful businesses are marketing themselves today --
What are these companies doing right? --
The three factors transforming buyer behaviour --
The new buyer mentality --
Buyers prefer valuable content --
Take action --
02. What is valuable content and why it wins you business --
What we mean by valuable content --
The rise of valuable content as a smart marketing choice --
Five vital things every business needs, and valuable content delivers --
The wider benefits to your business --
How valuable content connects you with your customers --
Take action --
03. 'What do I say?' Guiding principles for your valuable content --
Seven guiding principles for your content (and a very different marketing mindset) --
How to find stuff to write about --
Quick ideas starters --
Take action --
Part 2. What valuable content? --
04. Start with a blog --
Some blogging basics --
Why blog? --
How to create a successful business blog --
How to write a valuable blog article --
A simple template for your blog articles --
Blogging Q and A --
Take action --
05. Distribute your valuable content using social media --
Social networks --
the main arenas for businesses --
Which tool is best for sharing content? --
Valuable content guidelines for all social networks --
Vary the content you share by platform --
How to be valuable on Twitter --
How to be valuable on LinkedIn --
How to be valuable on Facebook --
Take action --
06. Keep in touch with engaging email newsletters --
The importance of keeping in contact --
Email newsletters the valuable way --
How to build an engaged mailing list --
An alternative way to keep in touch --
autoresponder emails --
Take action --
07. Get search engine savvy --
Why you should care about search engines --
What search engines want --
Top five ways to optimize your content for search --
Take action --
08. Your valuable website --
The role of a good business website --
More library than online brochure --
Traditional website vs valuable website --
Guidelines for a valuable website --
Think content first (before you get the web designers in) --
Instructions for your web designer/developer --
Ideas for key sections of your site --
Tips for writing the content on your website --
Take action --
09. Add deeper written content: white papers, e-books and books --
The benefits to your business of deeper content --
Your deeper written content options --
What deeper content to choose when? --
10. top white paper and e-book writing tips --
Should you make people fill out a form to download your content? --
The importance of a strong landing page --
Great content needs great design --
Repurposing your content --
Take action 10. Diversify with different formats --
video, audio and more --
Different formats to connect with more people --
The rise and rise of video content --
Where to start with video --
Working with a video company --
Wonderful webinars --
The power of infographics --
Podcasts for business --
Online games as sales tools --
Mobile apps --
Take action --
11. Widen your reach: take your content on tour --
How valuable content wins you PR opportunties --
Getting your content published in industry-leading media --
The etiquette of guest blogging --
Making the most of speaker opportunities --
Take action --
12. Valuable content for salespeople --
How to use content to start sales conversations --
Valuable content, not brochures --
Tips for valuable content sales campaigns --
The art of good sales copy --
Valuable content and the power of good sales follow-up --
Bringing sales and marketing closer together --
Take action --
Part 3. How to make your marketing valuable? --
13. How to write content your customers will value --
Make your writing valuable --
How to be engaging --
How to write less and say more --
Help with headlines --
Making time for writing --
Making writing manageable --
The importance of editing --
How to stop procrastinating and just do it! --
Take action --
14. Making it happen: seven steps to success --
Seven steps to success with valuable content --
Step 1 Know your business objectives --
Step 2 Be clear on what you will talk about --
Step 3 Pick the right mix of content creation and distribution tools --
Step 4 Make sure your website is up to the job --
Step 5 Plan like a publishing pro with a content calendar --
Step 6 Put the right team together --
Step 7 Measure, refine, learn and continue --
Conclusion --
Additional Resources --
How valuable is your content now? --
'Get to know your customers' template --
No-nonsense glossary of SEO terms --
Checklist for your website content --
Questions to help you write a good case study --
Planning questions for deeper written content --
Quoted experts and recommended reading.
Responsibility: Sonja Jefferson & Sharon Tanton.

Abstract:

The essential guide to marketing your business by creating and sharing valuable content. Get your message across in the right way, and the clients and customers you want will come to you. No hard  Read more...

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"Valuable content is the focus of all successful marketing today. This book tells you why this is true, and how to play in the new game." Charles H. Green, author of The Trusted Advisor "Valuable Read more...

 
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