Book description
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
Publisher resources
Table of contents
- Preface
-
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
- Content as Product
-
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
- 4. Defining Your Channels
- 5. Themes, Voice, and Tone
- 6. Finding Your Brand’s Aesthetic
- II. Wearing the Content Creator Hat
- 7. Understanding Content Formats
- 8. The One About Formulas and Headlines
- 9. Optimizing the Content Experience with 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
- Your Daily Brainstorming Routine
- Lots of Ideas, No Motivation
- Finding the Motivation to Produce Content
- Avoiding Motivation Sinkholes
- III. Wearing the Content Manager Hat
-
11. Scaling Content Like a Production Manager
- How to Become a Content Production Manager
- Creating an Editorial Calendar
- Exercise: How to Develop Hundreds of Content Ideas Fast
- Establishing Systems and Routines for Content Production
- Assuring Content Quality
- 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
- Finding Tools to Optimize Processes
- Exercise: Don’t Repeat Yourself
- Structured Outsourcing
- Effective Contracts
- Efficient Alignment
- Regular Content Audits
- Exercise: Your First Content Audit
-
The Common Habits of Successful Project Managers
-
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
- Optimizing for Relevance
- Getting Started with Keyword Research
- Exercise: Your First Keyword Analysis
- Optimizing for Readability
-
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
- 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
- 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
- Influencer Marketing Platforms
- 15. Conclusion
- A. The Content Manager’s 360° To-Do List
- B. The Content Marketer’s Essential Dictionary
- Index
Product information
- Title: Powering Content
- Author(s):
- Release date: June 2017
- Publisher(s): O'Reilly Media, Inc.
- ISBN: 9781491963692
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