You are previewing Content is Currency: Developing Powerful Content for Web and Mobile.
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Content is Currency: Developing Powerful Content for Web and Mobile

Book Description

Why do some websites succeed while others struggle? It is not only a question of having a good idea or finding an untapped niche.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Introduction
    1. Optimized Content Works Harder
    2. What Will You Learn in Content Is Currency?
    3. Who Is This Book For?
    4. The Purpose of Content
    5. The Structure of Each Chapter
    6. Why Am I Qualified to Teach Content?
    7. A Few Extra Bonuses for Your Investment
  6. Part I Content: It’s the Currency
    1. Chapter 1 What Is Content Marketing, Why Do You Need It, and How Do You Maximize Its Effectiveness?
      1. Marketing in the Pre-Internet Days
      2. Why Do You Need Great Content?
      3. Maximizing Its Effectiveness—The Content Marketing Machine
      4. We All Hunger to Connect
      5. Your Content Marketing Goals
      6. Places to Find Content Ideas
      7. The Undeniable Power of Web Content
      8. Current Trends in Content Marketing
      9. Current Research on B2B Content Marketing
      10. Summing It Up
    2. Chapter 2 Analyzing Your Current Web Content and Mobile Presence
      1. There’s a Lot of Bad Content Out There
      2. How to Approach Your Web Content Analysis
      3. Overall Quality of the Copy
      4. Putting It All Together—Harmonizing Your Content
      5. Formatting and Usability
      6. How Content Relates to Design
      7. Usability Analysis
    3. Chapter 3 Performing Keyword and Competitive Research
      1. The Essential Practice of Keyword Research
      2. What Words Are Potential Customers Using to Search for You?
      3. Keyword Strategizing and Brainstorming
      4. Look for Emerging Keyword Phrases
      5. Optimize for Long Tail Keyword Phrases
      6. Establish New Phrases That No One Is Using Yet
      7. Keyword Nuances—Some Other Important Considerations
      8. Keyword Relevant Content for e-Commerce
      9. Competitive Research
    4. Chapter 4 Optimizing Your Web Content
      1. Search Engine Ranking Factors—SEOmoz Study
      2. Writing for the Search Engines and for People
      3. Factors That Help Your Page Rank Well
      4. The Query Ranking Factor
      5. The Process for Page Optimization
      6. Metadata
      7. Snippet Content
      8. Alt Text and Text Hidden in Images
      9. Does the Content Work? Analyzing the Results
      10. SEO Best Practices: A Review
  7. Part II Content for the Web
    1. Chapter 5 Website Content—Including Case Studies, E-Books, White Papers, and Articles
      1. Think of Your Website in Terms of Content Modules
      2. The Philosophy Behind Great Website Content
      3. Important Site Pages
      4. Places to Expand Content
      5. Customer (Service) Friendly Content
      6. Other Considerations
      7. E-Commerce Website Content
      8. Landing Pages—Getting That Magic Conversion
      9. User-Generated and Crowdsourced Content
      10. Microsites
      11. Lead-Generation Content for Your Site
      12. Other Types of Website Content That May Help SEO
      13. Build Content Through Licensing
    2. Chapter 6 Press Releases and Media/Press Rooms
      1. Getting the Word Out
      2. Become the News
      3. The Numbers Don’t Lie
      4. A Little Bit of History
      5. Your Game Plan—Putting Together a Press Release SEO Strategy
      6. Writing a Release
      7. Press Release Distribution
      8. What Can Happen If You Do Releases Right
      9. Pitching Your Release to Writers in Your Industry
      10. Track the Page Views and Pickups
      11. The Social Media News Release
      12. A Forward-Thinking Wire Service: PitchEngine
      13. The Social Media “Newsroom”
      14. Summary
  8. Part III Content for Community and Mobile
    1. Chapter 7 Content for Social Media
      1. Social Media Optimization
      2. Why Social Media Optimization Matters
      3. Social Media Is Expanding Like Crazy
      4. Gathering in Groups
      5. How Your Company Benefits from Social Media Content
      6. Types of Social Media Content
      7. Making an Impact with Social Media Content
      8. Profiles of Important Social Media Sites
      9. Using Incentives for Influence
      10. Finding Time for Social Media Content
      11. Mine Social Media for Keyword Research
      12. Social Aggregators
      13. Creating Social Media Content for Specific Company Needs
      14. Final Notes
      15. Summary
    2. Chapter 8 Blogging to Connect with Prospects and Customers
      1. Blog Titles—It All Starts Here
      2. Start with a Great Opening
      3. Blogging Content—Best Practices
      4. Finding Your Own Voice
      5. Managing a Large Blog with Multiple Contributors
      6. Creating Link-Friendly Blog Content
      7. Link-Building Experts Speak …
      8. Blog Link Bait
      9. Guest Writing on Other Blogs
      10. Seth Godin Might Have Said It Best …
    3. Chapter 9 The Relationship-Building Power of E-Mail Content, Auto-Responders, Newsletters, and More
      1. E-Mail As a Content Marketing Medium
      2. Define Your Goals/Audience
      3. The Benefits of Using E-Mail to Connect
      4. Establishing Your Voice
      5. The Subject Line
      6. Best Practices in E-Mail Content Development
      7. Event-Triggered and Behaviorally Targeted E-Mail (Autoresponders)
      8. Integrating Social Media
      9. E-Mail Newsletters—A Few More Important Details
      10. Different Customer Groups Need Different E-Mails
      11. Choosing an E-Mail Service Provider
      12. Common Mistakes with E-Mails
      13. Getting Inside Their Head
    4. Chapter 10 Video Content
      1. Powerful Statistics
      2. Trends in the Web Video Space
      3. Getting Your “Studio” Set Up—The Basics
      4. Putting Together a Video Content Plan Strategy
      5. Capturing Your Story in Moving Images
      6. Storyboarding and Scripting
      7. Production: Shooting the Video Content
      8. Postproduction: Editing the Video Content
      9. Optimizing Video for the Web and Mobile
      10. Distributing Video Content and Maximizing the Marketing Effort
      11. Creating a Mass of Video Content
      12. Using an Outside Vendor for Video Production
      13. A Final Word on Web Videos
    5. Chapter 11 Audio Content—Podcasts, Webinars, and More
      1. Podcasting
      2. Creating a Simple Podcast
      3. The Importance of Metadata
      4. Best Practices for Podcasting
      5. Developing a Strong Bond with Your Audience
      6. Webinars
      7. Best Practices for Webinars
      8. Webinar Platform: GoToMeeting (Citrix) or WebEx (Cisco)?
      9. Summary
    6. Chapter 12 Content for Mobile
      1. The Third Screen
      2. Additional Benefits of Mobile Content
      3. Mobile Content Features Are Just as Compelling
      4. Who Is Your Mobile Audience?
      5. A Mobile Content Strategy
      6. Making Your Website Content Mobile Friendly
      7. Writing Content for Mobile
      8. Mobile Applications
      9. Mobile Advertising Content
      10. Location-Based Mobile Marketing Content
      11. Mobile SEO
      12. Integrating Mobile with Your Total Content Marketing Program
      13. Next Steps
    7. Chapter 13 Putting It All Together: Unleashing Your Content Marketing Machine
      1. The Content Life Cycle
      2. Your Stage with the Content Curriculum
      3. The Content Marketing Machine
      4. Content Planning and Strategy
      5. Content Creation
      6. Develop a Content Publishing Schedule
      7. Need Content Ideas?
      8. Content Marketing and Distribution
      9. Content Management
      10. Content Curation
      11. Current Trends in Content Marketing
      12. Content Marketing Best Practices
      13. Some Final Thoughts
      14. That’s a Wrap!
  9. Index
  10. Footnotes
    1. Chapter 1
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    2. Chapter 2
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    3. Chapter 4
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    4. Chapter 5
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    5. Chapter 6
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    6. Chapter 7
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    7. Chapter 8
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    8. Chapter 9
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    9. Chapter 10
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    10. Chapter 11
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    11. Chapter 12
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