How to Tell a Different Story, Break Through the Clutter, & Win More Customers by Marketing Less
Slutsåld
Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource for content marketing.
Foreword. ix
Acknowledgments. xiii
Introduction . xv
Part I
Content MarketingThere and Back Again
CHAPTER 1 What Is Content Marketing?. 3
CHAPTER 2 The History of Content Marketing. 13
CHAPTER 3 Why Content Marketing?. 19
CHAPTER 4 The Business Model ofContent Marketing. 29
CHAPTER 5 The Business Case forContent Marketing. 41
CHAPTER 6 Tomorrows Media Companies. 49
Part II
Defining Your Content Niche and Strategy
CHAPTER 7 More Right or Less Right. 69
CHAPTER 8 What Is Epic Content Marketing?. 75
CHAPTER 9 The Goal of Subscription. 83
CHAPTER 10 The Audience Persona. 93
CHAPTER 11 Defining the Engagement Cycle. 103
CHAPTER 12 Defining Your Content Niche. 111
CHAPTER 13 The Content Marketing MissionStatement. 119
Part III
Managing the Content Process
CHAPTER 14 Building Your Editorial Calendar. 131
CHAPTER 15 Managing the ContentCreation Process. 139
CHAPTER 16 Content Types. 159
CHAPTER 17 Finding Your Content Assets. 203
CHAPTER 18 Extracting Content from Employees. 211
CHAPTER 19 The Content Platform. 215
CHAPTER 20 The Content Channel Plan in Action. 223
Part IV
Marketing Your Stories
CHAPTER 21 Social Media for Content Marketing. 231
CHAPTER 22 Alternative Content PromotionTechniques. 253
CHAPTER 23 Leveraging a Social Influencer Modelfor Content Marketing. 267
Part V
Making Content Work
CHAPTER 24 Measuring the Impact of YourContent Marketing. 277
CHAPTER 25 The Evolution of Your Epic Story. 299
Index