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by Kevin Lund
Conversation Marketing
Cover Page
Title Page
Copyright
Dedication
Acknowledgments
Contents
Foreword
Introduction
What Is “Content,” Really?
Conversation Is King
Where Conversation and Opportunity Met
Welcome to the Conversation Age
Conversation Marketing at Its Core
The Bottom Line
Content Marketing in the Conversation Age
Conversation Marketing Concepts to Think About
The Content Struggle
Let's Delve In
Part One: Planning
Chapter 1: Earn Attention
How Do You Earn Attention?
Differentiation Is Key
Your Handshake Moment
Finding Your Brand Personality
So, What About the Content?
Icebreaker
Chapter 2: Tell a Story
Historically Speaking
The Power of Story
Your Story
Why Storytelling?
Market From the Inside Out
The Story Starts the Conversation
How to Infuse Storytelling into Your Content
Final Thoughts
Icebreaker
Chapter 3: Stay Humble
Ditch the Id
Don't Pitch. Teach.
Telling the Right Story
To Be Humble Is to Be Human
Icebreaker
Chapter 4: Pick Your Party
Forget About the Sale (for the Moment)
How to Create Your Channel Plan
In Detail: A Content Marketing Channel Plan
A Tentacled “Conversation Ecosystem”
Embrace Channels for What They Are Today
Putting It All Together: The Editorial Calendar
Icebreaker
Part Two: Talking
Chapter 5: Be Relevant (on a Molecular Level)
Imagine “Molecular” Customer Service
Participating in the Conversation
The Road to Irrelevance: Common Mistakes Marketers Make
An “Audience” Is Still One Person at a Time
Super Molecular: A Final Thought
Icebreaker
Chapter 6: Open Up and Listen
How to Listen Effectively
Data + Gut = Success
Points of View: Good Versus Bad
Will an MBA Help You Listen?
How to Speak the Way Your Customer Wants to Be Spoken To
What They Want Versus What They Really Want
Icebreaker
Chapter 7: Start the Conversation
Remember What You've Learned So Far
Tips for Starting a Conversation
Writing Content Made Easy: Ask Three Questions
Beyond the Headlines
Big Ideas for Longer Conversations
Five Wrong Ways to Start a Conversation
Icebreaker
Part Three: Learning
Chapter 8: Know When to Stop Talking
The Importance of Reading the Room
How to Monitor Engagement
Google Analytics
Hootsuite (hootsuite.com)
Bitly (bitly.com)
Post-Blog/Video Comments
Surveys
Test It Elsewhere
The Human Touch
Data Diving: What Can Go Wrong?
Icebreaker
Chapter 9: Get Your Customer Involved
How Much “Influence” Do You Have?
Who Are the Influencers?
Generating Content from Fans and Customers
Monitor What Customers Say Online and Respond
Take Advantage of User-Generated Content (UGC)
Encourage Sharing
How Do You Get Started?
How Can You Measure Success?
Icebreaker
Chapter 10: Ditch the Checklist
Where Mission and Passion Intersect
Brands Digging Deep: Four Companies Going Beyond the Conversation
What Not to Do
What About the Naysayers?
Afterword
The Last Word
Appendix A
Rubber, Meet Road
Appendix B
Putting It All Together
Before the Conversation: Know Your Audience
Start the Conversation: Seven Steps to a Great Piece of Content
After the Conversation: Listen to Your Audience
The Power of Patience
Notes
Bibliography
Index
About the Author
Search in book...
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