Content Chemistry: Fifth Edition: the Illustrated Handbook for Content Marketing

This edition has been updated to reflect new technology and marketing trends. The result of thousands of conversations about web marketing with hundreds of companies, this handbook is a compilation of the most important and effective lessons and advice about the power of search engine optimization, social media, and email marketing. The first and only comprehensive guide to content marketing, this book explains the social, analytical, and creative aspects of modern marketing that are necessary to succeed on the web. By first covering the theory behind web and content marketing and then detailing it in practice, it shows how it is not only critical to modern business but is also a lot of fun. Title Page Copyright Dedication Contents Introduction 01 Welcome to Content Chemistry Who This Book is For How to Use This Book: Experiment and Measure How This Book is Structured What is Content Marketing? The Evolution of Marketing Content Marketing vs. Advertising Web Strategy and Website ROI Case Study: Libby’s Laboratory Services What You’ll Need Part One: Lecture 02 How It All Works Strategy Branding Web Design Website Content Create Content Content Promotion Search Engine Optimization Social Media Email Marketing Analytics 03 Traffic Sources Search Engine Optimization (SEO) Social Media Marketing Email Marketing 04 Conversions Types of Conversions Questions- Answers- Evidence- Action! Questions: Understanding Your Audience Answers: Satisfying Your Visitors’ Needs Evidence: Supporting Our Claims Action: Simple and Specific Messages, Messengers and Format Keep Visitors Moving Testimonials Signup Forms: The 3 Conversion Factors in Email List Growth Thank You Pages and Conversion Tracking How to Set Up Goals and Track Conversions in Google Analytics Lead Generation Best Practices Blog Post: How Can I Help You? Service Page: Simply What You Do About Page: Building Trust Contact Page: Where the Magic Happens Thank You Page: Mission Accomplished What They Didn’t Tell You: Very Few Blog Readers Ever Become Leads—And That’s OK! Part Two: Lab 05 Content How a Documented Mission Affects Our Success Content Mission Statement Examples More Marketing Statement Templates Keyphrase Research Writing Headlines Content Criteria Images Collaboration Zero-Waste Marketing: Content for B2B Marketers Formats and Repurposing: The Periodic Table of Content A Few Words About Length Building Interconnected Hubs of Content Article Checklist Search Engine Optimization Elements Human Psychology Elements Additional Media Elements 06 Promotion Email Marketing Social Promotion Influencer Marketing and Online Networking Guest Blogging 07 Inspiration & Finding Topics Teach Your Reader Something Tell ‘Em Stories Conduct Interviews and Surveys Establish Yourself As a Thought Leader Present ‘Em with Data and Analytics ‘Listen’ To Your Audience Write for Each Stage in the Conversion Funnel Original Research: The Most Powerful Marketing Content What to Research: Find the ‘Missing Stat’ 08 Jaudit, Update and Optimize How to Audit Your Content Marketing in 7-Steps Finding the Traffic Champions We’re done with the content audit. Now it’s time for action! Updating Existing Content: How to Teach your Old Blog New Tricks Example: Internal Linking Strategies Article Digital Ink is Never Dry 09 Conclusion About the Author