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Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media
If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. In Content Marketing , world-renowned digital content expert Rebecca Lieb offers all the detailed, actionable guidance you'll need. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and of course, your website. Lieb drills down to offer detailed, actionable advice for issues such as choosing distribution channels making sure you don't run out of things to say making your content "findable" promoting two-way dialogue. Using her techniques, you can market far more effectively and personally build loyalty as you inform and entertain customers and reduce or even eliminate advertising costs. Think about why buy media when, today, you are the media?
- GenresBusinessNonfiction
240 pages, Paperback
First published October 14, 2011
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Displaying 1 - 14 of 14 reviews
September 25, 2012
Nowadays, to be a marketer is to be a publisher. In Content Marketing: Think Like a Publisher – How to Use Content to Market Online and in Social Media, author Rebecca Lieb explains that content marketing isn’t just a necessity; it’s a strategy. If you want some general strategic insight on how to go about your company’s content marketing, then I suggest you pick up this book.
One of the great things about Content Marketing is that it’s just as useful for small mom-and-pop shops as it is for large international corporations. Strategy is strategy. The strategies presented here are universal, and most work equally well no matter the size of the business.
Another benefit of this book, in comparison to other books about content strategy, is that it’s much more than a step-by-step guidebook. Yes, it explains how to plan, create, publish, and promote content. But just as importantly, if not more so, it also gives ideas on how to integrate content marketing into the greater marketing plan as a whole. Particularly of note is how to integrate content marketing with advertising and social media.
One tip of advice I found particularly helpful was to use social media listening as a tool for establishing content goals. Often, businesses do the reverse – they have an idea of how they’d like to use social media, and then they listen for opportunities to pipe in. The only problem with doing this is that suitable opportunities may not present themselves. If they don’t, and if you jump into the conversation anyway, the conversation will become stilted and it’ll be obvious you’re pushing your agenda. Then nobody is going to care about what you have to say. However, if you listen with an open mind to first determine what people are interested in, and if you then accommodate these interests, people will be much more likely to hear what you have to say. Once they’re listening to you, as opposed to you listening to them, it’s time to make an impact with your content.
Throughout the entire book, Rebecca Lieb shows us how we can do just that, on both the customer and the bottom line.
One of the great things about Content Marketing is that it’s just as useful for small mom-and-pop shops as it is for large international corporations. Strategy is strategy. The strategies presented here are universal, and most work equally well no matter the size of the business.
Another benefit of this book, in comparison to other books about content strategy, is that it’s much more than a step-by-step guidebook. Yes, it explains how to plan, create, publish, and promote content. But just as importantly, if not more so, it also gives ideas on how to integrate content marketing into the greater marketing plan as a whole. Particularly of note is how to integrate content marketing with advertising and social media.
One tip of advice I found particularly helpful was to use social media listening as a tool for establishing content goals. Often, businesses do the reverse – they have an idea of how they’d like to use social media, and then they listen for opportunities to pipe in. The only problem with doing this is that suitable opportunities may not present themselves. If they don’t, and if you jump into the conversation anyway, the conversation will become stilted and it’ll be obvious you’re pushing your agenda. Then nobody is going to care about what you have to say. However, if you listen with an open mind to first determine what people are interested in, and if you then accommodate these interests, people will be much more likely to hear what you have to say. Once they’re listening to you, as opposed to you listening to them, it’s time to make an impact with your content.
Throughout the entire book, Rebecca Lieb shows us how we can do just that, on both the customer and the bottom line.
February 14, 2022
The author did a comprehensive treatment on content as a marketing tool. The author not only gives importance of each element in content marketing but also provides useful information on how to implement it in real time.
November 7, 2019
Interesting insights on the basics of Content Marketing. I would recommend it if you are interested to know what is makes Content Marketing and the basic principles behind it.
February 18, 2016
The digital landscape has changed the way consumers are buying from you. This book goes into detail about how marketers can use various forms of content to inform, educate, and engage their audiences, with the ultimate goal of selling products and services. Content Marketing is a manual that covers all forms of content, social media tools and platforms, current best practices, tips for marketers, and metrics/analytics to measure performance. I would recommend this book to anyone looking for new ideas on marketing their content.
March 4, 2016
I really think this is a great introduction to content marketing. It has many and good examples. I also see this book as a good one to go back to once in while for inspiration.
A few chapters (max 10% of the book) I believed to be a bit out-dated since they are more technical, but this field is in such development that it is hard to put in a book. Here I would go for online articles instead.
It is easy to read and has a great mind-set.
A few chapters (max 10% of the book) I believed to be a bit out-dated since they are more technical, but this field is in such development that it is hard to put in a book. Here I would go for online articles instead.
It is easy to read and has a great mind-set.
September 17, 2014
Read this on & off- have been quite busy lately. Just finished it and from where I left off, timely advice on content marketing. Super relevant to what I am doing, though it does not explain in depth. But there's enough to bring me back to a good path.
December 18, 2011
This is a MUST read for anyone in PR or marketing!
August 20, 2024
In the genre of marketing books, this is one of the best I've read. Read my review here: http://www.wedomarketing.com/blog/boo...
September 6, 2013
Excellent professional book. Highly insightful.
January 29, 2016
Great professional read for anyone in PR or marketing.
March 31, 2016
I highly recommend it. Gives you all informations you need about content marketing and it combined theory with practise, giving examples.
December 21, 2016
The information was helpful.
April 30, 2017
While the book is written in highly accessible language, the chapters are short and it also provides mini-case studies, I must say I wish it was that organized with regards to the content inside the chapters.
For example, one statement "You should bear in mind that when it comes to content marketing, there really are no rules" set my expectations accordingly. But how could there be no rules when the author writes a book starting with "How to..."? I agree, this is no bible, but isn't it supposed to be a guideline?
There are rules, plenty of them, but one has to find them buried in the whole content. I understand that there are no prescriptions, or fixed patterns, but this doesn't mean one has to give up arranging the information in a structured way. After all, isn't this part of content marketing?
For example, one statement "You should bear in mind that when it comes to content marketing, there really are no rules" set my expectations accordingly. But how could there be no rules when the author writes a book starting with "How to..."? I agree, this is no bible, but isn't it supposed to be a guideline?
There are rules, plenty of them, but one has to find them buried in the whole content. I understand that there are no prescriptions, or fixed patterns, but this doesn't mean one has to give up arranging the information in a structured way. After all, isn't this part of content marketing?
Displaying 1 - 14 of 14 reviews