Optimize is designed to give readers a practical approachto integrating search and social media optimization with contentmarketing to boost relevance, visibility, and customer engagement.Companies, large and small, will benefit from the practicalplanning and creative content marketing tactics in this book thathave been proven to increase online performance across marketing,public relations, and customer service. Learn to incorporateessential content optimization and social media engagementprinciples thereby increasing their ability to acquire and engagerelevant customers online.
Optimize provides insights from Lee Odden, one of theleading authorities on Content and Online Marketing. This bookexplains how to:
Optimize offers a tested approach for a customer-centricand adaptive online marketing strategy that incorporates the bestof content, social media marketing, and search engine optimizationtactics.
Everybody Writes is a go-to guide to attracting andretaining customers through stellar online communication, becausein our content-driven world, every one of us is, in fact, awriter.
If you have a web site, you are a publisher. If you are onsocial media, you are in marketing. And that means that we are allrelying on our words to carry our marketing messages. We are allwriters.
Yeah, but who cares about writing anymore? In a time-challengedworld dominated by short and snappy, by click-bait headlines andTwitter streams and Instagram feeds and gifs and video and Snapchatand YOLO and LOL and #tbt. . . does the idea of focusing on writingseem pedantic and ordinary?
Actually, writing matters more now, not less. Our online wordsare our currency; they tell our customers who we are.
Our writing can make us look smart or it can make us lookstupid. It can make us seem fun, or warm, or competent, ortrustworthy. But it can also make us seem humdrum ordiscombobulated or flat-out boring.
That means you've got to choose words well, and write witheconomy and the style and honest empathy for your customers. And itmeans you put a new value on an often-overlooked skill in contentmarketing: How to write, and how to tell a true story really,really well. That's true whether you're writing a listicle or thewords on a Slideshare deck or the words you're reading right here,right now...
And so being able to communicate well in writing isn't justnice; it's necessity. And it's also the oft-overlooked cornerstoneof nearly all our content marketing.
In Everybody Writes, top marketing veteran Ann Handleygives expert guidance and insight into the process and strategy ofcontent creation, production and publishing, with actionable how-toadvice designed to get results.
These lessons and rules apply across all of your online assets— like web pages, home page, landing pages, blogs, email,marketing offers, and on Facebook, Twitter, LinkedIn, and othersocial media. Ann deconstructs the strategy and delivers apractical approach to create ridiculously compelling and competentcontent. It's designed to be the go-to guide for anyone creating orpublishing any kind of online content — whether you're a bigbrand or you're small and solo.
Sections include:How to write better. (Or, for "adult-onset writers": How tohate writing less.)Easy grammar and usage rules tailored for business in a fun,memorable way. (Enough to keep you looking sharp, but not too muchto overwhelm you.)Giving your audience the gift of your true story, told well.Empathy and humanity and inspiration are key here, so the bookcovers that, too.Best practices for creating credible, trustworthy contentsteeped in some time-honored rules of solid journalism. Becausepublishing content and talking directly to your customers is, atits heart, a privilege."Things Marketers Write": The fundamentals of 17 specific kindsof content that marketers are often tasked with crafting.Content Tools: The sharpest tools you need to get the jobdone.
Traditional marketing techniques are no longer enough.Everybody Writes is a field guide for the smartestbusinesses who know that great content is the key to thriving inthis digital world.
around the world are spending (on average) over 25%
of their total marketing budget on content marketing.
There have been countless books and resources that have covered all aspects of content marketing
...from the why to the what to the where...but oddly enough, rarely the how. Not until now that
is. Managing Content Marketing shows you, in detail, how to manage content marketing within
your organization. Whether you come from a small company or multi-billion dollar brand, this
book will give you the ammunition and the ideas to develop a storytelling process that will create
passionate subscribers to your brand.
World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help
marketing pros and business owners develop a content marketing plan that goes beyond theories,
and explains it in a way that can actually be implemented.
You’ll Learn How To:
- Build the Business Case for Content Marketing
- Develop a Content Marketing Strategy that Works for Your Business
- Tell a Consistent Story that Engages Your Customers
- Determine the Right Marketing Channels to Implement
- Create an Internal and External Workfl ow for Content Marketing
- Measure Content Marketing and Communicate Results to Internal Stakeholders
Today's online influencers are Web natives who trade in trust,reputation, and relationships, using social media to accrue theinfluence that builds up or brings down businesses online. InTrust Agents, two social media veterans show you how to tapinto the power of social networks to build your brand's influence,reputation, and, of course, profits.
In this revised paperback version, learn how businesses areusing the latest online social tools to build networks of influenceand how you can use those networks to positively impact yourbusiness. Combining high-level theory and practical actions, thisguide delivers actionable steps and case studies that show howsocial media can positively impact your business.New edition features specific first moves for entering socialmedia for small businesses, educators, travel and hospitalityenterprises, nonprofit organizations, and corporationsAuthors both have a major presence on the social Web as well asyears of online marketing and new media experienceIf you want your business to succeed, don't sit on the sidelineswhile new markets and channels grow. Instead, use the Web to buildtrust with your consumers using Trust Agents.