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High-impact content marketing: strategies to make your content intentional, engaging and effective
Author
Publisher
Kogan Page
Publication Date
2023.
Language
English
Description
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Table of Contents
From the Book
01. Why it's time to reinvent and future-proof your approach to content marketing
Where did things go awry?
Five choices marketers often get wrong
Evolve or perish with the status quo
The wrong shortcuts can lead to even more wrong choices
Change is inevitable, progress takes work
About this book
02. The must-haves for long-term content marketing success
Content marketing too has its own essential elements
A little knowledge is a dangerous thing
The four essential element pairs
1. Behavioral science and learning design
2. Empathy and inclusion
3. Copywriting and selling skills
4. Strategy and measurement
03. Needs analysis : how you'll build a strong foundation
The CATNIP formula for success
1. Concept based on audience understanding
2. Applicability in the moments that matter
3. Timing the market
4. Nailing the execution
5. Identifying the correct positioning
6. Progressing and evolving with the customer
What do all the elements of CATNIP have in common?
What is a needs analysis and how does it apply to content marketing?
Internal vs. external needs analysis
04. The GIFTED way to figure out internal needs
Step 1 : get clear on the goal
Step 2 : identify relevant interviewees
Step 3 : finalize your interview methods
Step 4 : tailor your question sets
Step 5 : embark on your listening tour
Step 6 : draw out and prioritize key learnings
Make-it-easy guide : top questions for internal needs analyses
05. How to conduct a powerful, conversion-driving customer needs analysis
What is a customer needs analysis?
What information you need to gather
How to gather the information with COCOA
Step 1 : customers : actually talk with them
Step 2 : ones who got away : talk with those you didn't convert
Step 3 : customer-facing colleagues : get the voice of your customers
Step 4 : online sources : scour the internet for the voice of your customers
Step 5 : automated data collection : round out your learnings
The key to everything is to respect your customers' time
Make-it-easy guide : document your learnings for easy reference
06. Decode the competitive landscape with a competitor content audit
One big caveat : this isn't "Simon says"
Get decoding : optimize your approach
Step 1 : consider direct, tangential, and disruptor competitors
Step 2 : figure out the "what" and the "where"
Step 3 : analyze your findings and learnings
Make-it-easy guide : track your learnings with a start-stop-continue planner
07. High-impact strategy and measurement planning
What does a content marketing strategy plan cover?
What if you've never created or followed a strategy before?
A content marketing strategy empowers you to build your own treasure map to high impact
CLUE
Step 1 : compile your key information
Step 2 : lay out your strategy plan
Step 3 : use backward design to plan content
Step 4 : evaluate performance with the right lens
Your plan is your treasure map
08. High-impact brainstorming : how the best ideas are born
Brainstorming : the origin story
How does the brain form new ideas?
Those brainstorms aren't the path to high impact
09. Mine, combine, refine : simple strategies to optimize your brainstorming
Mine
Combine
Refine
10. How to make inclusion the default
The reality is you can't afford not to be inclusive
As content marketers, we have a responsibility towards our audience
Focus on accessibility : getting the table stakes right
Mind your language
Be intentional with creatives : how you say things matters
Pay attention to content that's not "content"
Inclusion : all for one and one for all
11. Time-proven copywriting strategies to keep people reading on and on
Dissecting the anatomy of a body of content
1. Next steps : start with what you'd like your audience to do next
2. Open : get clear on what's relevant for your audience
3. Main body : cover all relevant details in an easy-to-follow way
4. Close : reinforce, encourage, and inspire as you wrap to leave a lasting impression
5. Headline : to write the perfect headline, write it last
There's a clear path to great content
Make-it-easy guide : how to know if you've nailed your content
12. Build with distribution in mind : less effort, more impact
Same concept, different times
Same concept, different audiences
Same concept, different funnel stages
Same concept, different sources and angles
Same concept, different channels and formats
Tailoring your content for different channels
Find big ideas and work your assets off
Make-it-easy guide : how to analyze great writing to become a better writer.
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ISBN
9781398608436
9781398608450
9781398608450
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