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This book covers the principles and context of expertise-driven marketing. It talks about and dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It also contains 8 fundamental rules of effective article writing and how to put them into practice.
This book covers the principles and context of expertise-driven marketing. It talks about and dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It also contains 8 fundamental rules of effective article writing and how to put them into practice.
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Autorenporträt
David A. Zetoony cochairs the United States data privacy and security practice at the international law firm of Greenberg Traurig LLP. Before joining Greenberg Traurig, he founded and then cochaired the global data privacy and security practice at the international law firm Bryan Cave Leighton Paisner LLP.
Mr. Zetoony graduated cum laude with a dual degree in history and policy studies from Rice University in Houston, Texas, and received his JD from the University of Virginia School of Law in Charlottesville, Virginia. He writes on issues of domestic and international data privacy and security law and has been repeatedly named as one of the top thought leaders in his field, receiving numerous JD Supra Readers' Choice awards and Lexology Thought Leadership awards. He was also identified by a prominent legal publisher as the most read outside counsel in any field from any law firm.
In addition to his practice, Mr. Zetoony often speaks to and teaches attorneys about how to successfully leverage article writing to help clients and generate business.
Inhaltsangabe
Acknowledgmentsvii About the Authorix Forewordxi Introductionxv How To Use This Bookxix Section I: Expertise-Driven Marketing 1 .Core Principle of Expertise-Driven Marketing1 2 .Myths of Expertise-Driven Marketing3 Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3 Myth No 2: Nobody Ever Gets a New Client from Writing an Article5 Myth No 3:You Need a Title to Market Yourself as an Expert8 Myth No . 4: Clients Don't Read Articles9 Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9 Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10 Myth No . 7: Experts Have a Halö Effect10 Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12 Myth No 9:You Have to Be an Expert to Engage in Expertise-Driven Marketing13 Myth No 10: Publishing an Article Is Giving the Milk Away for Free13 3Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing15 4 .Expertise-Driven Marketing Can Facilitate Relationships19 Section II: Rules of Writing 5 .Rule 1: Efficient Writing25 Rule 1 (Efficient Writing): Frequently Asked Questions35 6 .Rule 2: Short41 Rule 2 (Short): Frequently Asked Questions68 7 .Rule 3: Business Practical73 Rule 3 (Business Practical): Frequently Asked Questions82 8 .Rule 4: Shelf Stable87 Rule 4 (Shelf Stable): Frequently Asked Questions95 9 .Rule 5: Recycling and the Rule of Threes99 Rule 5 (Rule of Threes): Frequently Asked Questions108 10 . Rule 6: Metrics113 Rule 6 (Metrics): Frequently Asked Questions130 11 . Rule 7: Repetition and Stockpiling137 Rule 7 (Repetition and Stockpiling): Frequently Asked Questions141 12 . Rule 8: Do It Yourself145 Rule 8 (Do It Yourself): Frequently Asked Questions148 Section III: Additional Considerations 13 . Deviating from the Rules155 14 . Goal Setting157 15 . Developing Expertise161 16 . Choosing Your Area of Expertise165 17 . Campaigns173 18 . Identifying Good Publication Sources175 19 . Social Media179 Contents v Appendix A: Practice Identifying Popular Article Titles183 Practice Sheet 1183 Practice Sheet 2187 Appendix B: Sample Article Structures191 1 . The Overview 191 2 . The Frequently Asked Question 194 3 . The Fear Dispeller 196 4 . The Five-Step Program ; the Ten-Step Program 200 5 . The Tracker 202 6 . The Industry Benchmark 203 APPENDIX C: Sample Publication Calendars205 JANUARY205 FEBRUARY206 MARCH207 APRIL208 MAY209 JUNE210 JULY211 AUGUST212 SEPTEMBER213 OCTOBER214 NOVEMBER215 DECEMBER216 APPENDIX D: Sheet for Article Self-Analysis217 Index219
Acknowledgmentsvii About the Authorix Forewordxi Introductionxv How To Use This Bookxix Section I: Expertise-Driven Marketing 1 .Core Principle of Expertise-Driven Marketing1 2 .Myths of Expertise-Driven Marketing3 Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3 Myth No 2: Nobody Ever Gets a New Client from Writing an Article5 Myth No 3:You Need a Title to Market Yourself as an Expert8 Myth No . 4: Clients Don't Read Articles9 Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9 Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10 Myth No . 7: Experts Have a Halö Effect10 Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12 Myth No 9:You Have to Be an Expert to Engage in Expertise-Driven Marketing13 Myth No 10: Publishing an Article Is Giving the Milk Away for Free13 3Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing15 4 .Expertise-Driven Marketing Can Facilitate Relationships19 Section II: Rules of Writing 5 .Rule 1: Efficient Writing25 Rule 1 (Efficient Writing): Frequently Asked Questions35 6 .Rule 2: Short41 Rule 2 (Short): Frequently Asked Questions68 7 .Rule 3: Business Practical73 Rule 3 (Business Practical): Frequently Asked Questions82 8 .Rule 4: Shelf Stable87 Rule 4 (Shelf Stable): Frequently Asked Questions95 9 .Rule 5: Recycling and the Rule of Threes99 Rule 5 (Rule of Threes): Frequently Asked Questions108 10 . Rule 6: Metrics113 Rule 6 (Metrics): Frequently Asked Questions130 11 . Rule 7: Repetition and Stockpiling137 Rule 7 (Repetition and Stockpiling): Frequently Asked Questions141 12 . Rule 8: Do It Yourself145 Rule 8 (Do It Yourself): Frequently Asked Questions148 Section III: Additional Considerations 13 . Deviating from the Rules155 14 . Goal Setting157 15 . Developing Expertise161 16 . Choosing Your Area of Expertise165 17 . Campaigns173 18 . Identifying Good Publication Sources175 19 . Social Media179 Contents v Appendix A: Practice Identifying Popular Article Titles183 Practice Sheet 1183 Practice Sheet 2187 Appendix B: Sample Article Structures191 1 . The Overview 191 2 . The Frequently Asked Question 194 3 . The Fear Dispeller 196 4 . The Five-Step Program ; the Ten-Step Program 200 5 . The Tracker 202 6 . The Industry Benchmark 203 APPENDIX C: Sample Publication Calendars205 JANUARY205 FEBRUARY206 MARCH207 APRIL208 MAY209 JUNE210 JULY211 AUGUST212 SEPTEMBER213 OCTOBER214 NOVEMBER215 DECEMBER216 APPENDIX D: Sheet for Article Self-Analysis217 Index219
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