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Epic Content Marketing: How to Tell a Different Story, Break Through the...
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N.º de artículo de eBay:204523270726
Características del artículo
- Estado
- ISBN
- 9780071819893
Acerca de este producto
Product Identifiers
Publisher
Mcgraw-Hill Education
ISBN-10
0071819894
ISBN-13
9780071819893
eBay Product ID (ePID)
167631281
Product Key Features
Book Title
Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less
Number of Pages
352 Pages
Language
English
Publication Year
2013
Topic
E-Commerce / Internet Marketing, General, E-Commerce / General (See Also Computers / Electronic Commerce)
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1.2 in
Item Weight
23.4 Oz
Item Length
9.3 in
Item Width
6.8 in
Additional Product Features
Intended Audience
Trade
LCCN
2013-024374
Dewey Edition
23
Dewey Decimal
658.8
Table Of Content
Foreword. ix Acknowledgments. xiii Introduction . xv Part I Content Marketing--There and Back Again CHAPTER 1 What Is Content Marketing?. 3 CHAPTER 2 The History of Content Marketing. 13 CHAPTER 3 Why Content Marketing?. 19 CHAPTER 4 The Business Model ofContent Marketing. 29 CHAPTER 5 The Business Case forContent Marketing. 41 CHAPTER 6 Tomorrow's Media Companies. 49 Part II Defining Your Content Niche and Strategy CHAPTER 7 More Right or Less Right. 69 CHAPTER 8 What Is Epic Content Marketing?. 75 CHAPTER 9 The Goal of Subscription. 83 CHAPTER 10 The Audience Persona. 93 CHAPTER 11 Defining the Engagement Cycle. 103 CHAPTER 12 Defining Your Content Niche. 111 CHAPTER 13 The Content Marketing MissionStatement. 119 Part III Managing the Content Process CHAPTER 14 Building Your Editorial Calendar. 131 CHAPTER 15 Managing the ContentCreation Process. 139 CHAPTER 16 Content Types. 159 CHAPTER 17 Finding Your Content Assets. 203 CHAPTER 18 Extracting Content from Employees. 211 CHAPTER 19 The Content Platform. 215 CHAPTER 20 The Content Channel Plan in Action. 223 Part IV Marketing Your Stories CHAPTER 21 Social Media for Content Marketing. 231 CHAPTER 22 Alternative Content PromotionTechniques. 253 CHAPTER 23 Leveraging a Social Influencer Modelfor Content Marketing. 267 Part V Making Content Work CHAPTER 24 Measuring the Impact of YourContent Marketing. 277 CHAPTER 25 The Evolution of Your Epic Story. 299 Index
Synopsis
One of FORTUNE Magazine's Top 5 Business Book Must-Reads How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers' digital space? EPIC CONTENT MARKETING One of the world's leading experts on content marketing, Joe Pulizzi explains how to attract prospects and customers by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content and sales messages they don't care about. Epic Content Marketing takes you step-by-step through the process of developing stories that inform and entertain and compel customers to act--without actually telling them to. Epic content, distributed to the right person at the right time, is the way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about. Once we hook customers with epic content, they reward us by sending our sales through the roof. Epic Content Marketing provides everything you need to: Determine what your content niche should be to attract and retain customers Discover and develop your content marketing mission statement Set up a process for creating and curating epic content Learn how to leverage social and e-mail channels to create--and grow--your audience Measure the performance of your content--and increase your content marketing budget With in-depth case studies of how John Deere, LEGO, Coca-Cola, and other leading corporations are using content to drive epic sales, this groundbreaking guide gives you all the tools to start creating and disseminating content that leads directly to greater profits and growth. Whether you're the CMO of a Fortune 500, a digital marketer, or an entrepreneur, Epic Content Marketing gives you the tools you need to vanquish the competition. Start your epic journey now PRAISE FOR EPIC CONTENT MARKETING "From the man who invented content marketing. Listen to this guy. He really understands the new world of marketing. The concepts in Epic Content Marketing are usable all over the world--instantly usable and useful for any business." -- Don Schultz, the "father of integrated marketing," Professor Emeritus at Northwestern University's Medill School of Journalism, and author of 13 books "Joe Pulizzi's ideas are so consistently . . . well, epic ( ) that they really don't need any endorsement by anyone. But here's mine anyway: You don't need MORE content. You need the right kind of content, strategically applied. For those organizations struggling to create a content marketing program that drives results, Joe delivers. Again." -- Ann Handley, coauthor of Content Rules and Chief Content Officer, MarketingProfs "As Joe shows us in his wonderful Epic Content Marketing, you must unlearn interrupting people with your nonsense. Instead, publish the valuable content they want to consume and are eager to share." -- David Meerman Scott, marketing strategist and bestselling author of The New Rules of Marketing and PR "This is a brilliant canter through the rapid and ever-changing world of content marketing. Joe has managed to capture the right blend of art and science as he plots the major trends impacting all marketers right now." -- Jonathan Mildenhall, VP, Global Advertising Strategy and Creative Excellence, Coca-Cola Company "You could say that Joe Pulizzi wrote the book on content marketing, but now it's more than just a saying. It's what you're holding in your hands. If you truly want to be successful at content marketing, Pulizzi is one of the few who can show you the way." -- Mitch Joel, President, Twist Image, and author of Six Pixels of Separation and CTRL ALT Delete "Joe Pulizzi may know more abo
LC Classification Number
HF5415.P756 2013
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