- Preface
- 1. Introduction
- Welcome to the World of Content Marketing
- 10 Essential Steps to Content Success
- Step 1: State What You Want to Achieve in Creating Content
- Step 2: Understand Whom You Are Creating Content For
- Step 3: Decide Where This Content Will Live
- Step 4: Set Themes, Tones, and a Voice for Your Pieces
- Step 5: Define a Visual Aesthetic for Your Brand’s Content
- Step 6: Adopt Best Practices Around Content Formats and Structure
- Step 7: Design Your Main Content Hub So That It Is Audience-Friendly
- Step 8: Scale Your Content Production Process
- Step 9: Shape and Consolidate Your Content Team
- Step 10: Secure Earned, Owned, and Paid Distribution for Your Pieces
- Part I: Wearing the Content Strategist Hat
- Part II: Wearing the Content Creator Hat
- Part III: Wearing the Production Manager Hat
- I. Wearing the Content Strategist Hat
- 2. Setting Content Goals
- Metrics Versus Goals
- Common Types of Content Goals
- Goals Related to SEO
- Goals Related to Increasing Signups
- Goals Related to Engaging Existing and New Leads
- Goals Related to Revenue
- Exercise: Figuring Out Your Content’s ROI
- Goals Related to Traffic
- Optimizing for Conversion
- Making Your Content Remarkably Persuasive
- Tactics to Optimize Content for Conversion
- Content as Product
- Reporting and Learning
- Step 1: Align Metrics with Goals and Prioritize
- Step 2: Ensure That Tracking Is in Place
- Step 3: Build Out Dynamic Reports
- Step 4: Collect Data Periodically (Revise It Daily)
- Step 5: Analyze and Report on Data Periodically
- Step 6: Evaluate the Most Effective Course of Action
- Step 7: Share Lessons Learned
- 3. Designing Content Personas
- 4. Defining Your Channels
- 5. Themes, Voice, and Tone
- 6. Finding Your Brand’s Aesthetic
- II. Wearing the Content Creator Hat
- 7. Understanding Content Formats
- 8. The One About Formulas and Headlines
- 9. Optimizing the Content Experience with Design
- 10. Brainstorming Techniques
- SOS: I Can’t Think of New Ideas
- Content Idea Fragments Versus Concepts
- How Exactly Do You Develop Lots of Useful Idea Fragments?
- Curating Content Topics: Your Daily Routine
- The No-Waste Content Ideation Matrix
- Your Daily Brainstorming Routine
- Lots of Ideas, No Motivation
- Finding the Motivation to Produce Content
- Avoiding Motivation Sinkholes
- III. Wearing the Content Manager Hat
- 11. Scaling Content Like a Production Manager
- How to Become a Content Production Manager
- Creating an Editorial Calendar
- Exercise: How to Develop Hundreds of Content Ideas Fast
- Establishing Systems and Routines for Content Production
- Assuring Content Quality
- Content Quality Assurance
- Creating Your Own Content QA Checklist
- The Content Style Guide
- 12. Managing a Content Team
- The Common Habits of Successful Project Managers
- Habit 1: They Build Out Templates of Routine Tasks
- Habit 2: They Ask, “Is This Scalable?” and Act Accordingly
- Habit 3: They Are Clear-Cut on Feedback
- Habit 4: They Use Tools and Systems Effectively
- Habit 5: They Split Processes Effectively
- Habit 6: They Document Everything
- Habit 7: They Establish Clear Terms and Conditions
- A Content Manager’s Duties
- Finding Tools to Optimize Processes
- Exercise: Don’t Repeat Yourself
- Structured Outsourcing
- Effective Contracts
- Efficient Alignment
- Regular Content Audits
- Exercise: Your First Content Audit
- The Common Habits of Successful Project Managers
- 13. Content Search Engine Optimization
- How Do You Get Bots to “Like” Your Content?
- Exercise: Wearing Your Bot Glasses
- Common Content SEO Mistakes
- What Does a Perfectly Optimized Content Piece Look Like?
- Optimizing for Reputation
- Optimizing for Relevance
- Getting Started with Keyword Research
- Exercise: Your First Keyword Analysis
- Optimizing for Readability
- 14. Securing Distribution
- Understanding Online Distribution
- How Can I Improve My Chances of Achieving Massive Distribution?
- I Just Published New Content—What Now?
- Owned Channels: Building a Powerful Platform
- Optimizing Your Blog for Distribution
- Seeing Website Spaces as Content Real Estate
- Owned Social Media
- Step 1: Open Social Profiles Where It Makes Sense
- Step 2: Define a Cadence, Voice, and Tone
- Step 3: Shape a Visual Aesthetic for the Channel
- Step 4: Select and Set Up a Tool to Manage Your Social Presence
- Step 5: Refine a List of Themes
- Step 6: Schedule (Trackable) New Posts Around Those Themes
- Step 7: Schedule a Queue of (Trackable) Old Posts Worth Resharing
- Step 8: Engage with Your Audience
- Step 9: Track Performance
- Step 10: Improve
- Earned Channels: Borrowing a Powerful Platform
- Exercise: The Content Partnership Challenge
- How to Stimulate Organic Social Sharing
- How to Encourage Reviews and Referrals
- Public Relations
- Paid Channels: Buying into a Powerful Platform
- Influencer Marketing Platforms
- 15. Conclusion
- A. The Content Manager’s 360° To-Do List
- B. The Content Marketer’s Essential Dictionary
- Index
Part III. Wearing the Content Manager Hat
Content managers optimize. They ensure that the content production process is successful, sustainable, and scalable.
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