Launch how to quickly propel your business beyond the competition
"Successful marketers share something in common-they produce engaging and interesting content that meets the insatiable demand for "how to" information. The best marketers don't need to sell themselves; instead, they demonstrate their expertise by the content they produce, the id...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, N.J. :
Wiley
2011.
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627738706719 |
Tabla de Contenidos:
- LAUNCH HOW TO QUICKLY PROPEL YOUR BUSINESS BEYOND THE COMPETITION; Contents; Preface; Acknowledgments; 1 Rockets Don't Fly Themselves; The Problem with Marketing; The Internet as the Great Paralyzer; Meet the Enemy: Channel Overload Syndrome; Do People Really Trust Your Business?; Introducing the Elevation Principle; Elements of the Elevation Principle; Why the Formula Works; 2 Starting Your Mission Plan; Establishing Your Clear Vision; Crafting Measurable Goals; Setting Your Course Trajectory; 3 Finding Inspiration by Looking Outward; Identifying Role Models; Leveraging Inspirational Content
- Setting Up an Idea VaultCreating a Discovery System; Why the Outward Focus?; 4 Leveraging the Power of Other People; The Power of Other People; Who Do You Want to Reach?; Developing Profiles for Your Ideal Reader Base; How to Identify the Problems and Desires of Your Reader Base; What Problems Are They Facing?; Working with Outside Experts; Leveraging Fire Starters; Why Focus on Other People?; 5 Actively Engaging Other People; Reciprocity Marketing; The Importance of Giving Genuine Gifts; Using Social Proof; Moving People to Action; Why Engage?; 6 Making Content the Fuel of Your Marketing
- Proof That Content WorksWhat Makes for Great Content?; Creating an Editorial Guide; Mapping an Editorial Calendar; Why Content?; 7 Creating and Using Primary Fuel; What Is Primary Fuel?; Comprehensive How-to Articles; Expert Interviews; Reviews; Case Studies; News Stories; Contrarian Stories; 8 Creating and Using Nuclear Fuel; What Is Nuclear Fuel?; Reports Based on Surveys; White Papers; Top 10 Contests; Micro Events; 9 How to Employ Marketing; What Does ''Caging Marketing Messages'' Mean?; How to Employ Marketing Messages; The Last Word: The Elevation Principle Revisited
- Appendices: Primary Fuel Content SamplesAppendix A: Comprehensive How-to Article; Appendix B: Expert Interview; Appendix C: Review; Appendix D: Case Study; Appendix E: Contrarian Story; Glossary; About the Author; Discover More About the Elevation Principle; Index
