Download Content Marketing: Think Like a Publisher - How to Use by Rebecca Lieb PDF

By Rebecca Lieb

When you've got an internet site, a web publication, or perhaps a fb or Twitter presence, you're a writer. imagine like one: construct a electronic content material approach that embraces phrases, photos and multimedia to systematically increase shopper engagement and conversion charges. In content material advertising, world-renowned electronic content material professional Rebecca Lieb deals the entire distinct, actionable suggestions you will need. Lieb courses you thru making plans what you will say on-line, how and the place you will say it, how frequently you are going to speak, and the way you will degree your effectiveness. She bargains functional tips for "listening" to conversations approximately your model, items, and prone, responding extra successfully, and successfully informing these conversations. you will how you can use your electronic content material technique to form advertising and marketing, branding, PR, web optimization, client and media relatives, weblog content material, social media projects, and naturally, your site. Lieb drills right down to provide targeted, actionable suggestion for concerns resembling picking out distribution channels ensuring you do not run out of items to claim making your content material "findable" selling two-way discussion. utilizing her recommendations, you could marketplace way more successfully and for my part construct loyalty as you tell and entertain buyers and decrease or maybe cast off advertisements charges. give it some thought: why purchase media whilst, this day, you're the media?

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Online video is clearly one of the best channels for content that entertains and engages and that gets passed along. There are dozens more examples of viral (and business) success: • IBM has a YouTube channel dedicated to entertaining and funny videos around (of all things) mainframe computers entitled Mainframe—The Art of the Sale. • Dove’s Pro Aging campaign was a runaway success. • The Old Spice Guy rocketed actor Isaiah Mustafa to fame. ” It also created an amazing video of what happens when you release dozens of cats in a UK store.

2). Less than six weeks later, it was the mostwatched corporate video of all time, with 8 million YouTube views and climbing (and a great example of recycling content assets, discussed further in Chapter 23, “Listening and Responding”). 30 Part II W h a t K i n d o f C o n t e n t A r e Yo u ? 2 In the not-too-distant future, you’ll be checking news and weather on the bathroom mirror, according to Corning’s vision of how glass will be combined with technology. “It breaks all the rules when you think about it,” a spokesman from Corning’s agency, Doremus, told the media.

They have different predilections and different preferences. Instead of creating content for everyone, you’re talking to Stacy, or Jill, or James. ” So how do you go about creating personas? Start by digging into data. Look at website analytics. Where are people coming from? What keywords and phrases do they use to find you (and your competitors)? How does your conversion data pan out from those metrics? You can use a variety of tools to collect and parse this data, as well as social media listening tools, services that break out a site’s demographic information, and services such as Flowtown and Rapleaf that tease social network data out of your email lists (assuming you have them).

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