From This Book You’ll Learn How to:
Use Content to Improve Search Engine Rankings
Since the best content is content people actually see, every chapter of Content Marketing Strategies for Professionals contains lessons on search engine optimization. Learn how content marketing, social media marketing, and search engine optimization tactics can work together, in support of one another, to get your brand ranked, seen, and clicked in search engine results pages.
Plan a Content Marketing Campaign
Content marketing is about creating and sharing the right content with the right people at the right time in order to achieve business goals. Learn how to get started on the right foot by putting objectives, goals and audience identification before creation.
Choose Content Topics that Lead to Customers
How do you decide what to write about? Learn how content audits, keyword research, competitive analysis, social media, and even your own company culture can surface ideas for targeted content that strikes a chord with your target market.
Use Your Blog and Others’ to Meet Goals
Learn how to create an optimized company blog that builds trust and familiarity with your brand, functions as part of your sales funnel, gets your content ranked in search engines, and enables you to consistently give something to your customers and the community. Then, learn how to leverage the blogs of others with lessons on accruing earned media coverage, and the benefits of guest blogging and blog partnerships.
Curate Content to Build Relationships
Content curation is the process of finding, organizing, contextualizing and sharing relevant, quality content with the right audience. In the context of content marketing, it's also about curating and sharing content that will advance your business objectives. Learn how to curate using social media networks or a blog, and why curation can build relationships and establish your company as a thought leader.
Leverage the Unique Advantages of Video
Video offers the most personal form of interaction a brand can have with customers short of being in the same room with them. Learn how to create, optimize, and promote videos that nurture a personal connection with your audience and get your branded content seen more often—and more prominently—in search results pages. You’ll find an extensive section on video interviews, a specialty of Murray Newlands, and YouTube strategy expert Jordan Armstrong’s contribution “Connecting Brands and YouTube Stars.”