Social Content Marketing for Entrepreneurs, livre ebook

This book will provide a practical overview of how digital content, social media, and search engine optimization work together in driving website traf c and sales leads. The goal is to educate readers on the new mindset and social tech-nologies required to drive this traffic in a timely and non-intrusive way. Readers will benefit from a comprehensive but succinct overview of how social networking, search friendly blogging, trustworthy content, contextually-targeted online campaigns, and mobile marketing techniques are trans-forming companies that embrace inbound marketing. Unlike books that cover social media one platform or technology at a time, Social Content Marketing for Entrepreneurs is organized for readers to master elements of strategy in the order of their implementation. In so doing, it will help order the steps of professionals in the midst of launching new digital marketing initiatives as well as students tasked with completing social media marketing plans.
Introduction ........................................................................................ xxi
Part 1 Getting Audiences to T-A-L-K ....................................... 1
Chapter 1 Educating Targets with T-R-U-S-T-E-D Content ..............3
Letting Trusted Content Do Your Talking .........................5
Timely Content around Urgencies
and Consumption Routines ...........................................6
Relevant Content for Target Personas
and Their Buying Stage ..................................................8
Useful Content for Research, Self-Help,
and Decision Tools ......................................................11
Situational Triggers for Timely Placements ......................42
Transparent Content to Create Early Trust ......................44
Engaging Content for Attentive Learning........................45
Deliverable Content for Audience Convenience ..............49
Summary Model of Trusted Content
for Education ...............................................................50
Chapter 2 Escorting Prospects with Frame-of-Mind
Connections ....................................................................55
Chapter 3 S-H-I-P-P-I-N-G Content with an
Emotional Twist ..............................................................59
i-P-L-E-A-S-E with Likeable Content .............................59
Wheel of Emotional Content Attributes .........................60
Surprising Audiences with Spontaneity,
Pranks, and Bold Change.............................................61
Humanizing Brands with Personality, Empathy,
and Behind the Scenes .................................................63
Inspiring Audiences to Overcome, Shoot
High, or Make a Difference .........................................65
Entertaining Audiences with Humor, Games,
and Animated Stories ...................................................66
Stirring Passions with Solidarity and Performances .........87
Heightened Emotions with Imagery ................................88
Using Narratives to Shape Stories of Quest
and Rebirth .................................................................88
Displaying Generosity in Contributions,
Kindness, and Causes ................................................102
Eight Ways to Create Emotional Content .....................103
Part 2 Getting Audiences to R-A-I-S-E Your Brand ............... 105
Chapter 4 Earning Readership with Content Mastery ....................107
Making Your Content T-U-N-E-D for
Audience Connection ................................................108
Getting Content F-O-C-U-S-E-D
on Audience Attraction ..............................................111
Creating Content with Consistent Q-U-A-L-I-T-Y .......117
Chapter 5 Evangelizing with Employee A-D-V-O-C-A-T-E-S .......125
Why Employee Advocacy Is So Critical .........................125
How to Lead an Employee Advocacy Program ..............130
Chapter 6 Enchant Influencers through O-U-T-R-E-A-C-H .........137
Why Influencers Are So Critical ....................................138
How to Discover, Engage, and
Romance Influencers ..................................................143
Identifying the Right Influencers ...................................143
Developing Influence O-U-T-R-E-A-C-H ....................145
Influencer Outreach Example for Entrepreneurs ...........148
Chapter 7 Enlist Followers with a S-T-A-M-P................................155
Developing Strategies for Gaining New Followers .........156
Developing Thought Leadership Strategies
for Audience Development ........................................174
Developing Social Advertising Strategies
for Audience Development ........................................176
Developing Media Coverage Strategies
for Audience Development ........................................180
Developing Profile Strategies .........................................183
Chapter 8 Expose Content that Will R-U-N-L-A-P-S ...................185
RSS and Other Syndication for Publishing
Platform Exposure .....................................................186
Unified Keyword Strategies ...........................................192
Native Advertising to Seamlessly Promote
Content .....................................................................199
Developing Link Building Strategies for
Traffic and SEO .........................................................205
Atomizing for R-E-I-M-A-G-I-N-E-D
Content .....................................................................207
Pinning and Posting ......................................................210
Social Sharing ...............................................................211
R-U-N-L-A-P-S to Expose Content ..............................212
Part 3 Getting Audiences to R-E-A-C-T ............................... 213
Chapter 9 Empowering Brand Ambassadors to
R-E-S-O-N-A-T-E ........................................................215
What Ambassadors Do for a Brand ...............................216
Why Brand Ambassadors Tell Your Story ......................217
How to Empower Brand Ambassadors ..........................218
How to Motivate Brand Ambassadors ...........................224
Chapter 10 Engage Communities through
C-O-N-V-E-R-S-A-T-I-O-N ........................................227
Developing Contests for Followers
and Engagement ........................................................228
Creating Engaging Discussions .....................................231
Engaging in Interactive Activities ..................................235
Chapter 11 E-mail Engaging and Perpetuating
Proprietary Audiences ...................................................245
Why E-mail-Engaged Audiences
Require Social Media .................................................245
Why Social Media Requires E-mail ...............................246
Chapter 12 Enabling Mobile C-U-S-T-O-M-E-R
Experiences ...................................................................251
Mobile Users Want Less and Expect More .....................252
Addressing Unique Experience Expectations .................252
Geo-Fencing and Location-Based
Mobile Marketing ......................................................258
Chapter 13 Enrolling Trial Users with Freemiums ...........................261
Future: Social Content-Marketing Predictions from a Strategic
Planning Perspective ...........................................................................265
Strategic Predictions ........................................................266
Infrastructure Predictions ................................................269
Success Models ................................................................271
Social Experience ............................................................272
Summary .......................................................................273
Index .................................................................................................275