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FEATURE: Book First Look — Cast of Industry Experts Sound-off in 'Content Marketing Strategies for Professionals'

by Kristi Kellogg, November 20, 2013

Audience: Marketers, savvy business owners and lifelong learners

Estimated reading time: 4 minutes


  • This content marketing guide provides best practices for all aspects of content creation
  • The book includes insights from Lee Odden, Jonathon Colman, Lisa Buyer, Andy Crestodina and Michael Brito
  • Discover what this book has to offer with a chapter-by-chapter breakdown

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 and on Kindle.

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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.”


  • The new definition of content marketing
  • What content marketing is, what it isn’t and how it affects all businesses and brands
  • Why you have everything to gain if you implement strategic SEO, and everything to lose if you do not
  • Insights from BCI Senior Content Writer Chelsea Adams: “How to Save Your Marriage with Content Marketing Strategy”

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.”


  • The three phases of laying a foundation for a content marketing campaign
  • Why it is critical to make objectives specific and time-bound
  • How to identify and understand your unique audiences and their needs
  • Expert contributors:
    • MarketingSherpa Senior Reporter Adam Sutton: “Case Study: Targeted Persona Strategy Lifts Sales Leads 124%”
    • Facebook Content Strategist Jonathon Colman: “Prove the Value of Your Content with an Audit”

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.”


  • How to determine what topics and types of content work best for you
  • Why keyword research matters and how to perform it
  • How to leverage PPC ads as a testing ground for keyword and content ideas

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.”


  • The importance of titles and how to craft titles that stands out
  • How to optimize a blog post for search
  • The benefits of guest blogging partnerships
  • Expert contributor Lee Odden, TopRank Online Marketing CEO: “Content Marketing: Repurposing Content & Collective Social Wisdom”

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.”


  • How curation leads to relationships with fans and media partners while establishing your brand as a thought leader and your site as a destination
  • Ways to curate content for a blog
  • Tips for successful social media content creation
  • Expert contributor Virginia Nussey, BCI Content Manager: “SEO-Friendly Content Curation in a Post-Panda World”

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.”


  • What makes for a great interview
  • How to use YouTube for product placement and custom content marketing
  • What SERPs look for in videos, and how to get your videos to the top
  • Expert contributors:
    • Wistia Content Strategist Alyce Currier: “Six Tips to Help You Get Started Creating Great Video Consistently”
    • YouTube Strategy Expert Jordan Armstrong: “Connecting Brands and YouTube Stars”

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.”


  • The SEO benefits of publishing images in terms of indexing, traffic and links
  • What to consider before sharing a photo
  • How to promote photo sharing

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.”


  • How to generate content before, during and after an event
  • Techniques that lead to maximum engagement from attendees
  • How Red Bull, VigLink and Mashable leverage events for exposure
  • Expert contributor Lisa Buyer, The Buyer Group President: “Content PR Secrets: Optimizing an Event to Attract Media and More”

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.”


  • The four main reasons social media is integral to content marketing
  • What constitutes shareable content
  • How social signals affect SEO
  • Expert contributors:
    • DragonSearch CEO Ric Dragon: “Case Study: Ford Motor Company Taking Content Seriously”
    • BCI Content Writer Kristi Kellogg: “Who’s an Influencer?”
    • Orbit Media Co-founder Andy Crestodina: “Google Authorship: How to Do It and How It Affects SERP Rank”

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.”


  • How paid, earned and owned media play off each other and work best when viewed holistically
  • The role of paid media within content marketing
  • How earned and owned media boosts SEO efforts
  • Expert Contributor Michael Brito, WCG Group Director: "Your Content Strategy: Defining Paid, Owned and Earned Media"

For permission to reprint or reuse any materials, please contact us. To learn more about our authors, please visit the Bruce Clay Authors page. Copyright © 2013 Bruce Clay, Inc.