Epic Content Marketing
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and "stories" tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content mar
eBook, English, 2013
McGraw-Hill Publishing, New York, 2013
1 online resource (353 pages)
9780071819916, 0071819916
1024239280
Cover
EPIC CONTENT MARKETING: HOW TO TELL A DIFFERENT STORY, BREAK THROUGH THE CLUTTER, AND WIN MORE CUSTOMERS BY MARKETING LESS
Copyright Page
Dedication
CONTENTS
Foreword
Acknowledgments
Introduction
PART I Content Marketing-There and Back Again
CHAPTER 1 What Is Content Marketing?
CHAPTER 2 The History of Content Marketing
CHAPTER 3 Why Content Marketing?
CHAPTER 4 The Business Model of Content Marketing
CHAPTER 5 The Business Case for Content Marketing
CHAPTER 6 Tomorrow's Media Companies
PART II Defining Your Content Niche and Strategy CHAPTER 7 More Right or Less Right
CHAPTER 8 What Is Epic Content Marketing?
CHAPTER 9 The Goal of Subscription
CHAPTER 10 The Audience Persona
CHAPTER 11 Defining the Engagement Cycle
CHAPTER 12 Defining Your Content Niche
CHAPTER 13 The Content Marketing Mission Statement
PART III Managing the Content Process
CHAPTER 14 Building Your Editorial Calendar
CHAPTER 15 Managing the Content Creation Process
CHAPTER 16 Content Types
CHAPTER 17 Finding Your Content Assets
CHAPTER 18 Extracting Content from Employees
CHAPTER 19 The Content Platform CHAPTER 20 The Content Channel Plan in Action
PART IV Marketing Your Stories
CHAPTER 21 Social Media for Content Marketing
CHAPTER 22 Alternative Content Promotion Techniques
CHAPTER 23 Leveraging a Social Influencer Model for Content Marketing
PART V Making Content Work
CHAPTER 24 Measuring the Impact of Your Content Marketing
CHAPTER 25 The Evolution of Your Epic Story
Index