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In the digital age, content is no longer confined to the written page. It is spread across web and mobile, taking the form of podcasts, webinars, widgets, and blog posts. Powerful content tells the story of your product or business, but it means nothing if it’s not written well, optimized for search and social media, and properly marketed. In Content is Currency, content strategist Jon Wuebben explains the fine art of content development by utilizing the latest Search Engine Optimization (SEO) and Social Media Marketing (SMM) techniques, and provides you with the tools and strategies you need to get your online content noticed. Drawing on the latest research, ideas, and case studies in content marketing, you will learn:
• What types of content best suit your specific business, market, and industry
• How key content tactics influence search engine rankings and sales conversion
• How to leverage social media to connect with your target market • How to merge the many elements of your web presence.
Don’t lose your target audience to the millions of online search results, or allow them to click away because your content doesn’t engage. Let Content is Currency teach you the techniques to get your content onto the screens and into the minds of B2B and B2C viewers everywhere.
Introduction
Part 1 Content: It’s the Currency
1 What is Content Marketing, Why Do You Need It, and How Do You Maximize Its Effectiveness?
2 Analyzing Your Current Web Content and Mobile Presence
3 Performing Keyword and Competitive Research
4 Optimizing Your Web Content
Part 2 Content for the Web
5 Website Content—Including Case Studies, E-Books, White Papers, and Articles
6 Press Releases and Media/Press Rooms
Part 3 Content for Community and Mobile
7 Content for Social Media
8 Blogging to Connect with Prospects and Customers
9 The Relationship-Building Power of E-Mail Content, Auto-Responders, Newsletters, and More
10 Video Content
11 Audio Content—Podcasts, Webinars, and More
12 Content for Mobile
13 Putting It All Together: Unleashing Your Content Marketing Machine
Index
Jon Wuebben is a web content strategist, copywriter, entrepreneur, and online marketing leader. In 2003, he founded Custom Copywriting, one of the fastest growing content providers in the industry: www.customcopywriting.com. Wuebben was previously a marketer for Ford Motor Company and Kia Motor Americas. He has an MBA in International Marketing from Thunderbird School of Global Management.
“If you can't create a successful, multi-faceted content program for your company after reading Content is Currency, you're just not trying hard enough. It's a definitive, detailed guide on the realities of making content drive business results. Bravo, Jon Wuebben!”
— Jay Baer, Co-Author, The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social
“Jon Wuebben has done it again. Yes, we are all publishers today, but most organizations are unclear how to use content marketing within their organization to truly make an impact to both attract AND retain customers. If you want the answers to why...and then how exactly to operationalize content marketing within your business, read this book!”
—Joe Pulizzi, Founder, Content Marketing Institute
