MT - Business case - Content Marketing - Think Like a Publisher - How to Use Content to Market Online and in Social Media

CONTENT MARKETING Think Like a Publisher—How to Use Content to Market Online and in Social Media REBECCA LIEB 800 East 96th Street, Indianapolis, Indiana 46240 USA Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media Copyright © 2012 by Que Publishing All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein. ISBN-13: 978-0-7897-4837-9 ISBN-10: 0-7897-4837-1 Library of Congress Cataloging-in-Publication data is on file. Printed in the United States of America First Printing: October 2011 Trademarks All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Que Publishing cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. Warning and Disclaimer Every effort has been made to make this book as complete and as accurate as possible, but no warranty or fitness is implied. The information provided is on an “as is” basis. The author and the publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book. Bulk Sales Que Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales 1-800-382-3419 corpsales@pearsontechgroup.com For sales outside of the U.S., please contact International Sales international@pearson.com Editor-in-Chief Greg Wiegand Acquisitions Editor Rick Kughen Development Editor Rick Kughen Managing Editor Sandra Schroeder Project Editor Seth Kerney Copy Editor Gill Editorial Services Indexer Brad Herriman Proofreader Apostrophe Editing Services Technical Editor Sally Falkow Publishing Coordinator Cindy Teeters Book Designer Anne Jones Compositor Trina Wurst CONTENTS AT A GLANCE Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xiii Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xv Part I: Content Marketing Basics 1 What Is Content Marketing, Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . .1 2 Why Is Content Important Now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 3 You’re a Publisher. Think Like One. . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Part II: What Kind of Content Are You? 4 What Kind of Content Are You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 5 Content That Entertains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 6 Content That Informs and Educates . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 7 Providing Utility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 8 Content Curation and Aggregation . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47 9 Finding a Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Part III: Getting Tactical: Content Nuts & Bolts 10 Overview of Digital Content Channels . . . . . . . . . . . . . . . . . . . . . . . . .61 11 Content and SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97 12 Content and PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .105 13 Content and Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .113 14 Content Marketing for Live Events . . . . . . . . . . . . . . . . . . . . . . . . . . . .121 15 Content and Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .127 16 Content and Reputation Management . . . . . . . . . . . . . . . . . . . . . . . .135 17 User-Generated Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .143 18 Content Distribution and Dissemination . . . . . . . . . . . . . . . . . . . . .151 19 Whose Job Is Content? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .155 20 How to Conduct a Content Audit . . . . . . . . . . . . . . . . . . . . . . . . . . . . .163 21 How to Analyze Content Needs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .171 22 The Content Workflow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .175 Part IV: It's Never Over—Post-Publication 23 Listening…and Responding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .181 24 Remaking, Remodeling, and Repurposing Content . . . . . . . . . .189 25 Tools of the Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .193 26 Yes, But Is It Working? Content Metrics and Analytics . . . . . .201 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209 TABLE OF CONTENTS Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xv PART I: CONTENT MARKETING BASICS 1 What Is Content Marketing, Anyway? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Digital Changed Everything . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 2 Why Is Content Important Now? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 3 You’re a Publisher. Think Like One. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 PART II: WHAT KIND OF CONTENT ARE YOU? 4 What Kind of Content Are You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 5 Content That Entertains . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 6 Content That Informs and Educates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Example: Wine Library . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 Example: Corning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Example: Sports Bras . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Example: Hubspot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 Example: Online Communities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Branded Content That Informs and Educates . . . . . . . . . . . . . . . . .33 7 Providing Utility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 8 Content Curation and Aggregation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Finding Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51 Don’t Be a Pirate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52 Aggregation, Filtering, and Curation Platforms . . . . . . . . . . . . . . .53 9 Finding a Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Spokesperson or Spokes-Character . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 PART III: GETTING TACTICAL: CONTENT NUTS & BOLTS 10 Overview of Digital Content Channels . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62 Facebook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62 LinkedIn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65 Google+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .65 Custom Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67 Geo-Social Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68 Location-Based Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69 Online Directories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73 Social Bookmarking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76 Online Video . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .76 Podcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78 Webinars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .79 Twitter (and Microblogging) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .80 Tumblr and Posterous . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81 Long-Form Publishing (ebooks, Whitepapers, Digital Magazines) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82 Digital Media Center/Press Room . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84 Apps and Widgets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86 Case Studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 Articles and Columns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .90 Elearning/Online Training . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Online Community . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .92 Wikis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .94 Visual Information (Charts, Diagrams, Infographics, Maps) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .95 11 Content and SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Keywords Are Key . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .98 Optimize Images and Multimedia Content . . . . . . . . . . . . . . . . . . .101 Quality Matters—So Does Specificity . . . . . . . . . . . . . . . . . . . . . . . . .103 VI 12 Content Marketing Content and PR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Enter the Optimized Press Release . . . . . . . . . . . . . . . . . . . . . . . . . .