Content Marketing Strategies for Dummies (Paperback)

Foreword xiii

Introduction 1

Part I: Getting Started with Content Marketing Strategies 5

Chapter 1: Establishing Your Content Marketing Strategy 7

Chapter 2: Capturing Your Customer’s Attention 31

Chapter 3: Understanding Your Business Model and Brand 49

Chapter 4: Facilitating Buy-In from Your Team 73

Chapter 5: Putting Your Content Marketing Plan and Presentation Together 85

Part II: Uncovering the Customer Experience 99

Chapter 6: Dipping into Customer Data 101

Chapter 7: Discovering Buyer Personas 113

Chapter 8: Taking the Buyer’s Journey 135

Chapter 9: Embracing Sales Enablement 157

Part III: Creating Actionable Content 169

Chapter 10: Examining Your Content Plan 171

Chapter 11: Exploring Content Types 189

Chapter 12: Storytelling for Content Marketers 213

Chapter 13: Creating Processes and Systems for Your Content 225

Part IV: Developing Channel Promotions 241

Chapter 14: Examining Channel Plans 243

Chapteri¿½@15: Sharing Your Content 259

Chapter 16: Looking at Paid, Earned, Shred, and Owned Media 279

Chapter 17: Delving into Syndication and Guest Posting 297

Chapter 18: Working with Influencers 315

Part V: Using Check-Back Analysis 337

Chapter 19: Reassessing Your Business Model and Brand Value 339

Chapter 20: Reviewing Your Content Marketing Strategy 351

Part VI: The Part of Tens 359

Chapter 21: Ten Problems Content Marketers Face 361

Chapter 22: Top Ten Blogs on Content Marketing 365

Chapter 23: Ten Free Tools for Content Marketing 369

Index 373