FEATURE: Book First Look — Cast of Industry Experts Sound-off in 'Content Marketing Strategies for Professionals'
The future of successful digital marketing is wrapped around one thing — the art and science of quality content. While content marketing might be one of the most overused buzzwords in 2013, it is also the marketing priority for 2014.
Knowing that a critical guide for creating and marketing content-that-converts was needed, SEO thought-leader Bruce Clay and PR and visibility maven Murray Newlands joined forces to write “Content Marketing Strategies for Professionals: How to Use Content Marketing and SEO to Communicate with Impact, Generate Sales and Get Found by Search Engines.”
Shifting the focus off the content and on to the audience, this book empowers readers to produce content that earns high search engine ranking, inspires social sharing, draws quality links and ultimately drives conversions and revenue.
Along with Clay and Newlands, “Content Marketing Strategies for Professionals” includes case studies and tutorials from marketing experts including Lee Odden, Jonathon Colman, Lisa Buyer, Andy Crestodina and Michael Brito. Every chapter includes one or more expert contributions about the niche marketing specialty covered, making this book a very special collection of wisdom and experience from the industry's leaders.
Written to Help Businesses Evolve Their Marketing
“This book is for everyone. CMOs can evolve their organizations to the real-time, multi-platform communication environment. One-man-shop business consultants will bolster their artillery of ways to get clients noticed online,” said Clay, who also authored “SEO All-In-One for Dummies.”
“The shear amount of content being made and linked to means competition is high, and search engines that want users to get the best experience have an almost unlimited number of options to choose from,” said Newlands. “We’ve aimed to provide businesses with a guide to create an overall strategy of exceptional content which is genuinely useful to consumers so people like, share and link to it.”
"Content Marketing Strategies for Professionals" will be available later this month on Amazon.com and on Kindle.
Takeaways from 10 Chapters: An Exclusive First Look
With Clay and Newlands’ combined perspectives, readers will walk away with a firm foundation in a communications strategy that targets the right audience, identifies every opportunity and amplifies engagement and brand visibility. The following are some of the major lessons covered in “Content Marketing Strategies for Professionals.”
Chapter 1. Reaching Business Goals with Content Marketing and SEO
This chapter lays the foundation. “In today’s interactive, multi-channel, full-throttle marketing world, the thing a business cannot do without—its life-sustaining bread—is content. Whether it’s website text or in-person appearances, articles or ads, video or audio or pictures, the life of a marketing program depends on a steady supply of nourishing content.”
Chapter 2. Planning a Content Marketing Campaign“The tactics of content marketing bring together many disciplines to tell the right story through online and offline content. It pulls from lessons learned in advertising, sales, traditional marketing, social media, branding, event planning and more, then reframes the purpose of all of the content a business creates.”
Chapter 3. Choosing Content Topics that Lead to Customers
“In business we often approach strategy by identifying a problem and solving it. This helps us fill holes. However, when you start out with content marketing, it’s important to build on what you’re doing already that is working.”
Chapter 4. Blogging: The Axis of Your Content Marketing Strategy
“The blog you create becomes a critical axis for your content marketing, and it must support your brand. That means it needs to be both good-looking and full of high quality content. Your blog is the single most important hub of activity for your web presence.”
Chapter 5. Curation: You Don’t Have to Be the Expert to Be the Go-To
“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, whether that means becoming a thought-leader, generating leads, or expanding your online network.”
Chapter 6. Video: It’s Time to Shine
“Videos tend to create a much more personal connection with the audience than text does. We’re social beings, wired to relate better when we see a face and hear a voice. Video provides a better opportunity to let your audience get to know you than any other online format.”
Chapter 7. Images: It’s About the Message
“While there is an overwhelming amount of content out there in general, it is easy for people to skim over text. With a photo, all you have to do is skim—that’s what is done with images! One great shot from an event can tell the whole story that you want people to remember about your event. One funny picture in your feed can do wonders to humanize your company’s image.”
Chapter 8. Live Events: Where You Get to Tell the Story
“Events are an incredible opportunity for you to create the storyline. When you produce or sponsor an event, or commit your company to creating content around an event, you frame the conversation. You are the one telling the story. It's an influential position to be in for the perception of your own brand and for the creation of partnerships.”
Chapter 9. Social Media: Talking with People, Not Just to Them
“It's important to build a strong brand through what you share on your social media networks. It's also important to build the size and reach of those networks by talking to the people on those same networks.”
Chapter 10. Paid, Earned, and Owned: Integrating All of Your Media
“Paid media can integrate with non-paid content marketing efforts to make them more effective. It’s much like squirting fire starter fluid on coals: the coals might light on their own, but a little extra fuel gets the fire going a lot faster.”