Paul M Kaplan

Essentials of Thought Leadership and Content Marketing

Boost Your Brand, Increase Your Market Share, and Generate Qualified Leads

• Broschiertes Buch

Produktbeschreibung

A comprehensive, practical, step-by-step guide to achieving content marketing success that's ideal for anyone who works with content marketing--whether in B2B or B2C business, for-profit, or nonprofit.ofit.

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Produktdetails

• Verlag: Linden Publishing
• Seitenzahl: 240
• Erscheinungstermin: 3. März 2020
• Englisch
• Abmessung: 230mm x 155mm x 17mm
• Gewicht: 326g
• ISBN-13: 9781610353168
• ISBN-10: 1610353161
• Artikelnr.: 49018309

Autorenporträt

Paul M. Kaplan has worked in marketing for over fifteen years, focusing on content marketing and thought leadership, digital media, and product strategy for industry-leading companies, including Barnes & Noble, Inc., American Express, Broadridge Financial Solutions, and McGraw-Hill. Kaplan earned a BA from Yale College and an MBA from Yale School of Management. He is the author of five previous books and lives in New York.

Inhaltsangabe

Acknowledgments
Introduction
Section One: Developing a Thought Leadership and Content Strategy
Chapter 1: What Content Marketing Can Do for You
Chapter 2: Creating Your Content Marketing Plan
Chapter 3: Evaluating and Reusing Existing Content
Chapter 4: Defining Your Audience
Chapter 5: Mapping Your Content to the Buyer's Journey
Chapter 6: Best Practices in Content Development
Chapter 7: Pitfalls in Choosing a Topic
Chapter 8: Editorial Project Planning
Section Two: Engaging the Industry
Chapter 9: Public Relations
Chapter 10: Creating a Section on Your Website for Thought Leadership
Chapter 11: Blogging
Section Three: Channels, Campaign Automation, and Tracking
Chapter 12: Building a Campaign Landing Page
Chapter 13: Troubleshooting Landing Pages
Chapter 14: Email
Chapter 15: Social Media
Chapter 16: Pay-Per-Click Advertising
Chapter 17: Organic Search Results
Chapter 18: Lead Generation
Chapter 19: Lead Nurturing
Chapter 20: Sales and Marketing Systems
Chapter 21: How Thought Leadership Helps Sales
Chapter 22: Measuring Your Return on Content Marketing
Chapter 23: Communicating to Senior Management
Chapter 24: Profiles
Final Words
Notes
Glossary
References
Index