Powering Content: Building a Nonstop Content Marketing Machine
- Length: 308 pages
- Edition: 1
- Language: English
- Publisher: O'Reilly Media
- Publication Date: 2017-07-11
- ISBN-10: 1491963743
- ISBN-13: 9781491963746
- Sales Rank: #1271697 (See Top 100 Books)
Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.
Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:
- Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
- Content creation: craft an engaging experience with content formats and copywriting formulas and templates
- Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns
Preface Attribution O’Reilly Safari How to Contact Us 1. Introduction Welcome to the World of Content Marketing 10 Essential Steps to Content Success Step 1: State What You Want to Achieve in Creating Content Step 2: Understand Whom You Are Creating Content For Step 3: Decide Where This Content Will Live Step 4: Set Themes, Tones, and a Voice for Your Pieces Step 5: Define a Visual Aesthetic for Your Brand’s Content Step 6: Adopt Best Practices Around Content Formats and Structure Step 7: Design Your Main Content Hub So That It Is Audience-Friendly Step 8: Scale Your Content Production Process Step 9: Shape and Consolidate Your Content Team Step 10: Secure Earned, Owned, and Paid Distribution for Your Pieces Part I: Wearing the Content Strategist Hat Part II: Wearing the Content Creator Hat Part III: Wearing the Production Manager Hat I. Wearing the Content Strategist Hat 2. Setting Content Goals Metrics Versus Goals Common Types of Content Goals Goals Related to SEO Goals Related to Increasing Signups Goals Related to Engaging Existing and New Leads Goals Related to Revenue Exercise: Figuring Out Your Content’s ROI Goals Related to Traffic Optimizing for Conversion Making Your Content Remarkably Persuasive Tactics to Optimize Content for Conversion Product Links Gated Content Content as Product Test, Test, Test Reporting and Learning Step 1: Align Metrics with Goals and Prioritize Step 2: Ensure That Tracking Is in Place Step 3: Build Out Dynamic Reports Step 4: Collect Data Periodically (Revise It Daily) Step 5: Analyze and Report on Data Periodically Step 6: Evaluate the Most Effective Course of Action Step 7: Share Lessons Learned 3. Designing Content Personas Defining Your Content Personas How to Get Started with Content Persona Research B2B Versus B2C Content Four Steps to Discover and Design Personas Step 1: Start with Existing Data What to collect here Step 2: Conduct Nethnography What to collect here Step 3: Try Ethnography What to collect here Step 4: Ask What to collect here Synthesizing Personas Refine All This Fuzziness Nailing Down Personas: Affinity Diagramming Get Creative: Name and Design Reader Personas Buyer Personas Versus Reader Personas Convertible Reader Personas Low-Involvement and High-Involvement Readers 4. Defining Your Channels How to Keep Up with New Channels How to Prioritize Your Channels Five Reasons to Choose a Blog As Your Main Content Hub Choosing Your Social Channels Setting Up Your Social Channels Facebook Page Twitter Instagram Pinterest LinkedIn Exercise: Mapping Your Channels The Content Desire Chart 5. Themes, Voice, and Tone Real-Life Examples of Core Themes The Four-Question Technique to Find Your Own Themes Brand Voice Exercise: Finding Your Brand’s Unique Voice Voice Versus Tone Sample Experimental Tones Conversational Funny Informed Switching Between Tones Watch Your Mood! Documenting Your Voice and Tone Guidelines 6. Finding Your Brand’s Aesthetic How Color Affects Brand Perception Creating Compelling Color Combinations Choosing a Color Palette for Your Brand Typography and Brand Personality Fonts Are Associated with Different Personality Traits Choosing Your Brand’s Typography Scheme Exercise: Unveiling Your Brand’s Visual Style Over to You Analyzing Results Eight Brand Visual Styles: Find Yours Visual Styles in Action II. Wearing the Content Creator Hat 7. Understanding Content Formats Articles Presentations Infographics Podcasts Videos Images Landing Pages and Microsites Quizzes, Questions, and Polls Webinars Ebooks and Other Long-Form Pieces Email Newsletters User-Generated Content Other Emerging Formats When to Use Each Format Basics of Repurposing Content 8. The One About Formulas and Headlines Content Success Formulas Successful Headlines Creating Successful Headlines Effective Powerwords Copy Templates Exercise: Create Your Own Template Bank Becoming a More Efficient Writer Exercise: Agile Article Writing 9. Optimizing the Content Experience with Design How to Design Scannable Content Creating Compelling Graphics How Typography Affects the Content Experience How to Design Mobile-Friendly Content The CLEAR Design Framework Common Mistakes in Content Design 10. Brainstorming Techniques SOS: I Can’t Think of New Ideas Content Idea Fragments Versus Concepts How Exactly Do You Develop Lots of Useful Idea Fragments? Curating Content Topics: Your Daily Routine The No-Waste Content Ideation Matrix Recycling What you will need for this activity Extending What you will need for this activity Adapting What you will need for this activity Dissecting What you will need for this activity Your Daily Brainstorming Routine Lots of Ideas, No Motivation Finding the Motivation to Produce Content Avoiding Motivation Sinkholes Impossibly High Expectations Drawing Comparisons Topic Burnout Unnecessary Drama Avoidable Repetition Team Mistrust Small-Picture Thinking Lack of Personal Engagement Professional Dissatisfaction III. Wearing the Content Manager Hat 11. Scaling Content Like a Production Manager How to Become a Content Production Manager Creating an Editorial Calendar Step 1: Define Your Constraints Creating a content budget Take action: what is possible based on what you have? Step 2: Identify Personas Take action: how will you split your calendar to appeal to each persona? Step 3: Collect Content Ideas Exercise: How to Develop Hundreds of Content Ideas Fast Step 4: Design Extended Content Products Step 5: Fill Out Your Calendar Establishing Systems and Routines for Content Production Assuring Content Quality Defining What “Great Content” Looks Like Reverse-Engineering What Is Required to Achieve “Great” CONTENT Content Quality Assurance Creating Your Own Content QA Checklist The Content Style Guide 12. Managing a Content Team The Common Habits of Successful Project Managers Habit 1: They Build Out Templates of Routine Tasks Habit 2: They Ask, “Is This Scalable?” and Act Accordingly Habit 3: They Are Clear-Cut on Feedback Habit 4: They Use Tools and Systems Effectively Habit 5: They Split Processes Effectively Habit 6: They Document Everything Habit 7: They Establish Clear Terms and Conditions A Content Manager’s Duties Smart Automation Finding Tools to Optimize Processes Exercise: Don’t Repeat Yourself Structured Outsourcing Effective Contracts Intellectual Property and Licensing About Creative Commons Efficient Alignment How to Get Buy-In for Your Content Initiatives with Data Making Sure Your Meetings Stay Productive Regular Content Audits Exercise: Your First Content Audit 13. Content Search Engine Optimization How Do You Get Bots to “Like” Your Content? Exercise: Wearing Your Bot Glasses Common Content SEO Mistakes What Does a Perfectly Optimized Content Piece Look Like? Optimizing for Reputation Inbound Links (Backlinks) Outbound Links (External Links) Internal Linking Domain Reputation Visitor Engagement and Traffic Social Metrics Optimizing for Relevance On-Page Keyword and Semantic Keyword Usage Getting Started with Keyword Research Exercise: Your First Keyword Analysis Heading Usage Title and Meta Description Optimization URL Structure Content Freshness Image and Media Optimization Optimizing for Readability Page speed Content Quality and Length Responsive Design and User Experience How to Know Whether You Are on the Right Track with Content SEO 14. Securing Distribution Understanding Online Distribution How Can I Improve My Chances of Achieving Massive Distribution? I Just Published New Content—What Now? Owned Channels: Building a Powerful Platform Growing and Using Your Email List Optimizing Your Blog for Distribution Seeing Website Spaces as Content Real Estate Owned Social Media Step 1: Open Social Profiles Where It Makes Sense Step 2: Define a Cadence, Voice, and Tone Step 3: Shape a Visual Aesthetic for the Channel Step 4: Select and Set Up a Tool to Manage Your Social Presence Step 5: Refine a List of Themes Step 6: Schedule (Trackable) New Posts Around Those Themes Step 7: Schedule a Queue of (Trackable) Old Posts Worth Resharing Step 8: Engage with Your Audience Step 9: Track Performance Step 10: Improve Earned Channels: Borrowing a Powerful Platform How to Reach Out to Other Brands and Influencers Collaborations Influencer Roundups Exercise: The Content Partnership Challenge How to Stimulate Organic Social Sharing How to Encourage Reviews and Referrals Public Relations Paid Channels: Buying into a Powerful Platform Content Ads Content Syndication Networks Paid Search Influencer Marketing Platforms 15. Conclusion Your Turn Now A. The Content Manager’s 360° To-Do List B. The Content Marketer’s Essential Dictionary Index
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