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

Abstract

Frontmatter Introduction Foreword 1. What's Content Marketing, Anyway? 2. Why Is Content Important Now? 3. You're a Publisher: Think Like One 4. Finding Your Voice 5. Do You Need a Celebrity, Spokes-Character or Mascot? 6. What Kind of Content Are You? 7. Overview of Content Channels 8. Getting Tactical: Content Nuts and Bolts 9. Content and SEO 10. Content and PR 11. Content and Advertising 12. Content and Offline Stuff 13. Content and Customer Service 14. Content and Reputation Management 15. Content and Information Architecture 16. Content Distribution and Dissemination 17. User-Generated Content 18. Content Curation 19. Whose Job Is Content? 20. Content Audit 21. How to Analyze Content Needs 22. The Content Workflow 23. It's Never Over - Post-Publication 24. Reuse, Updating, Translation, Migration to Other Platforms 25. Listening and Responding 26. ReMake/ReModel: Repurposing Content 27. Yes, But is it Working? Content Metrics

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