Valuable Content Marketing: How to Make Quality Content the Key to Your Business Success

Enhanced descriptions from Syndetics:

*Community Choice Winner of the 2014 Small Business Book Awards* Unthink what you've learned about sales and marketing communication. If you want to engage potential customers and help your business stand out from the crowd, you need to do things differently. From websites, white papers and blogs to tweets, newsletters and video, content is king in the digital world, now more than ever before. Get it right and you have a huge opportunity to connect with clients and customers in ways they appreciate and trust - they'll soon be knocking at your door wanting to do business with you. Valuable Content Marketing shows you how to create and share the type of information that clients, customers and search engines really want - on your website, using social media, and through more traditional methods. Whether you're starting a business or looking to grow, this book shows you how to get better results from your marketing efforts.

Table of contents provided by Syndetics

• About the authors (p. xi)
• Introduction: Why you need this book (p. 1)
• Part 1 Why valuable content? (p. 1)
• 1 Marketing has changed. Have you? (p. 9)
• The business development challenge (p. 10)
• How successful businesses are marketing themselves today (p. 11)
• What are these companies doing right? (p. 13)
• The three factors transforming buyer behaviour (p. 15)
• The new buyer mentality (p. 19)
• Buyers prefer valuable content (p. 20)
• 2 What is valuable content and why it wins you business (p. 23)
• What we mean by valuable content (p. 24)
• The rise of valuable content as a smart marketing choice (p. 26)
• Five vital things every business needs, and valuable content delivers (p. 28)
• The wider benefits to your business (p. 33)
• How valuable content connects you with your customers (p. 35)
• 3 'What do I say?' Guiding principles for your valuable content (p. 37)
• Seven guiding principles for your content (p. 38)
• How to find stuff to write about (p. 47)
• Quick ideas starters (p. 49)
• Part 2 What valuable content? (p. 51)
• 4 Start with a blog (p. 53)
• Some blogging basics (p. 54)
• Why blog? (p. 54)
• How to create a successful business blog (p. 57)
• How to write a valuable blog article (p. 58)
• A simple template for your blog articles (p. 60)
• Blogging Q and A (p. 63)
• 5 Distribute your valuable content using social media (p. 69)
• Social networks - the main arenas for businesses (p. 70)
• Which tool is best for sharing content? (p. 76)
• Valuable content guidelines for all social networks (p. 76)
• Vary the content you share by platform (p. 78)
• How to be valuable on Twitter (p. 79)
• How to be valuable on Linkedln (p. 83)
• How to be valuable on Facebook (p. 85)
• 6 Keep in touch with engaging email newsletters (p. 89)
• The importance of keeping in contact (p. 90)
• Email newsletters the valuable way (p. 91)
• How to build an engaged mailing list (p. 93)
• An alternative way to keep in touch - autoresponder emails (p. 95)
• 7 Get search engine savvy (p. 99)
• Why you should care about search engines (p. 99)
• What search engines want (p. 100)
• Top five ways to optimize your content for search (p. 101)
• 8 Your valuable website (p. 107)
• The role of a good business website (p. 108)
• More library than online brochure (p. 109)
• Traditional website vs valuable website (p. 110)
• Guidelines for a valuable website (p. 113)
• Think content first (before you get the web designers in) (p. 115)
• Instructions for your web designer/developer (p. 117)
• Ideas for key sections of your site (p. 118)
• Tips for writing the content on your website (p. 124)
• 9 Add deeper written content: white papers, e-books and books (p. 127)
• The benefits to your business of deeper content (p. 128)
• Your deeper written content options (p. 129)
• What deeper content to choose when? (p. 133)
• 10 top white paper and e-book writing tips (p. 134)
• Should you make people fill out a form to download your content? (p. 136)
• The importance of a strong landing page (p. 137)
• Great content needs great design (p. 138)
• Repurposing your stock content (p. 139)
• 10 Diversify with different formats: video, audio and more (p. 141)
• Different formats to connect with more people (p. 142)
• The rise and rise of video content (p. 143)
• Where to start with video (p. 147)
• Working with a video company (p. 148)
• Wonderful webinars (p. 150)
• The power of infographics (p. 151)
• Podcasts for business (p. 154)
• Online games as sales tools (p. 155)
• Mobile apps (p. 155)
• 11 Widen your reach: take your content on tour (p. 157)
• How valuable content wins you PR opportunities (p. 158)
• Getting your content published in industry-leading media (p. 159)
• The etiquette of guest blogging (p. 161)
• Making the most of speaker opportunities (p. 161)
• 12 Valuable content for salespeople (p. 165)
• How to use content to start sales conversations (p. 166)
• Valuable content, not brochures (p. 167)
• Tips for valuable content sales campaigns (p. 168)
• The art of good sales copy (p. 169)
• Valuable content and the power of good sales follow-up (p. 173)
• Bringing sales and marketing closer together (p. 174)
• Part 3 How to make your marketing valuable (p. 175)
• 13 How to write content your customers will value (p. 177)
• Make your writing valuable (p. 178)
• How to be engaging (p. 181)
• How to write less and say more (p. 182)
• Help with headlines (p. 184)
• Making time for writing (p. 185)
• Making writing manageable (p. 186)
• The importance of editing (p. 187)
• How to stop procrastinating and just do it! (p. 188)
• 14 Making it happen: seven steps to success (p. 191)
• Seven steps to success with valuable content (p. 192)
• Step 1 Know your business objectives (p. 192)
• Step 2 Be clear on what you will talk about (p. 193)
• Step 3 Pick the right mix of content creation and distribution tools (p. 196)
• Step 4 Make sure your website is up to the job (p. 200)
• Step 5 Plan like a publishing pro with a content calendar (p. 200)
• Step 6 Put the right team together (p. 202)
• Step 7 Measure, refine, learn and continue (p. 205)
• Conclusion: your new marketing manifesto (p. 209)
• Additional resources (p. 211)
• 1 How valuable is your content now? (p. 211)
• 2 'Get to know your customers' template (p. 214)
• 3 No-nonsense glossary of SEO terms (p. 216)
• 4 Checklist for your website content (p. 218)
• 5 Questions to help you write a good case study (p. 221)
• 6 Planning questions for deeper written content (p. 224)
• Quoted experts and recommended further reading (p. 226)
• Acknowledgements (p. 228)
• Index (p. 231)