In order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel?nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content. Launch provides a detailed recipe for the most combustible content?rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people?and to earn that trust, you'll need to pack away your marketing messages. Primary…mehr
In order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel?nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content. Launch provides a detailed recipe for the most combustible content?rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people?and to earn that trust, you'll need to pack away your marketing messages. Primary fuel, the regularly produced free content that meets the needs of your readers, is a gift that keeps people coming back and cultivates raving fans. Carefully designed and highly targeted nuclear fuel?content that has a big impact?leaves a lasting impression on people and rockets your industry recognition. Launch delivers field-tested guidance on how to create the most compelling content, and then leverage that content for maximum velocity?while gaining the support of top experts in your industry. You'll find step-by-step instruction, including how to: * Develop an outward-focused mindset that inspires the content creation process * Identify role models that could become tomorrow's strategic partners * Build relationships with outside experts who'll gladly help you grow your business * Employ social proof so visitors turn into faithful fans * Implement the ten most effective types of content?the fuel of your business * Discover new ways to market that don't repel people, but actually engage them Every marketer throws around the word "content," but few have mastered the art and science of creating useful, thought-provoking, and viral content. Launch delivers the inspiration, encouragement, examples, and know-how you need to boost your brand to new heights and send your rocket ship to undiscovered galaxies.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
MICHAEL A. STELZNER is the founder of SocialMediaExaminer.com? a popular online magazine that helps businesses answer social media questions with useful how-to articles, in-depth case studies, expert interviews, and original research. He also authored the book Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.
Inhaltsangabe
Preface xiii Acknowledgments xv Chapter 1 Rockets Don't Fly Themselves 1 The Problem with Marketing 2 The Internet as the Great Paralyzer 4 Meet the Enemy: Channel Overload Syndrome 5 Do People Really Trust Your Business? 6 Introducing the Elevation Principle 7 Elements of the Elevation Principle 13 Why the Formula Works 24 Chapter 2 Starting Your Mission Plan 27 Establishing Your Clear Vision 28 Crafting Measurable Goals 32 Setting Your Course Trajectory 34 Chapter 3 Finding Inspiration by Looking Outward 43 Identifying Role Models 44 Leveraging Inspirational Content 47 Setting Up an Idea Vault 49 Creating a Discovery System 51 Why the Outward Focus? 55 Chapter 4 Leveraging the Power of Other People 57 The Power of Other People 58 Who Do You Want to Reach? 59 Developing Profiles for Your Ideal Reader Base 61 How to Identify the Problems and Desires of Your Reader Base 65 What Problems Are They Facing? 65 Working with Outside Experts 69 Leveraging Fire Starters 77 Why Focus on Other People? 80 Chapter 5 Actively Engaging Other People 83 Reciprocity Marketing 84 The Importance of Giving Genuine Gifts 87 Using Social Proof 93 Moving People to Action 100 Why Engage? 104 Chapter 6 Making Content the Fuel of Your Marketing 107 Proof That Content Works 107 What Makes for Great Content? 113 Creating an Editorial Guide 119 Mapping an Editorial Calendar 121 Why Content? 124 Chapter 7 Creating and Using Primary Fuel 127 What Is Primary Fuel? 128 Comprehensive How-to Articles 134 Expert Interviews 138 Reviews 143 Case Studies 147 News Stories 150 Contrarian Stories 153 Chapter 8 Creating and Using Nuclear Fuel 155 What Is Nuclear Fuel? 156 Reports Based on Surveys 161 White Papers 166 Top 10 Contests 172 Micro Events 178 Chapter 9 How to Employ Marketing 185 What Does ''Caging Marketing Messages'' Mean? 186 How to Employ Marketing Messages 187 The Last Word: The Elevation Principle Revisited 205 Appendices Primary Fuel Content Samples 207 Appendix A: Comprehensive How-to Article 208 Appendix B: Expert Interview 213 Appendix C: Review 219 Appendix D: Case Study 223 Appendix E: Contrarian Story 229 Glossary 235 About the Author 237 Discover More about the Elevation Principle 239 Index 241
Preface xiii Acknowledgments xv Chapter 1 Rockets Don't Fly Themselves 1 The Problem with Marketing 2 The Internet as the Great Paralyzer 4 Meet the Enemy: Channel Overload Syndrome 5 Do People Really Trust Your Business? 6 Introducing the Elevation Principle 7 Elements of the Elevation Principle 13 Why the Formula Works 24 Chapter 2 Starting Your Mission Plan 27 Establishing Your Clear Vision 28 Crafting Measurable Goals 32 Setting Your Course Trajectory 34 Chapter 3 Finding Inspiration by Looking Outward 43 Identifying Role Models 44 Leveraging Inspirational Content 47 Setting Up an Idea Vault 49 Creating a Discovery System 51 Why the Outward Focus? 55 Chapter 4 Leveraging the Power of Other People 57 The Power of Other People 58 Who Do You Want to Reach? 59 Developing Profiles for Your Ideal Reader Base 61 How to Identify the Problems and Desires of Your Reader Base 65 What Problems Are They Facing? 65 Working with Outside Experts 69 Leveraging Fire Starters 77 Why Focus on Other People? 80 Chapter 5 Actively Engaging Other People 83 Reciprocity Marketing 84 The Importance of Giving Genuine Gifts 87 Using Social Proof 93 Moving People to Action 100 Why Engage? 104 Chapter 6 Making Content the Fuel of Your Marketing 107 Proof That Content Works 107 What Makes for Great Content? 113 Creating an Editorial Guide 119 Mapping an Editorial Calendar 121 Why Content? 124 Chapter 7 Creating and Using Primary Fuel 127 What Is Primary Fuel? 128 Comprehensive How-to Articles 134 Expert Interviews 138 Reviews 143 Case Studies 147 News Stories 150 Contrarian Stories 153 Chapter 8 Creating and Using Nuclear Fuel 155 What Is Nuclear Fuel? 156 Reports Based on Surveys 161 White Papers 166 Top 10 Contests 172 Micro Events 178 Chapter 9 How to Employ Marketing 185 What Does ''Caging Marketing Messages'' Mean? 186 How to Employ Marketing Messages 187 The Last Word: The Elevation Principle Revisited 205 Appendices Primary Fuel Content Samples 207 Appendix A: Comprehensive How-to Article 208 Appendix B: Expert Interview 213 Appendix C: Review 219 Appendix D: Case Study 223 Appendix E: Contrarian Story 229 Glossary 235 About the Author 237 Discover More about the Elevation Principle 239 Index 241
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