Powering Content: Building a Nonstop Content Marketing Machine

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"O'Reilly Media, Inc.", Jun 12, 2017 - Business & Economics - 308 pages
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Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.

Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:

  • Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
  • Content creation: craft an engaging experience with content formats and copywriting formulas and templates
  • Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns
 

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Contents

Chapter 1 Introduction
1
Part I Wearing the Content Strategist Hat
9
Chapter 2 Setting Content Goals
11
Chapter 3 Designing Content Personas
41
Chapter 4 Defining Your Channels
55
Chapter 5 Themes Voice and Tone
67
Chapter 6 Finding Your Brands Aesthetic
83
Part II Wearing the Content Creator Hat
97
Part III Wearing the Content Manager Hat
177
Chapter 11 Scaling Content Like a Production Manager
179
Chapter 12 Managing a Content Team
201
Chapter 13 Content Search Engine Optimization
223
Chapter 14 Securing Distribution
249
Chapter 15 Conclusion
273
Appendix A The Content Managers 360 ToDo List
277
Appendix B The Content Marketers Essential Dictionary
281

Chapter 7 Understanding Content Formats
99
Chapter 8 The One About Formulas and Headlines
125
Chapter 9 Optimizing the Content Experience with Design
145
Chapter 10 Brainstorming Techniques
157
Index
287
About the Author
296
Copyright

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About the author (2017)

Laura Busche (@laurabusche) is the author of the Lean Branding book from O'Reilly Media and heads content strategy at Creative Market — an Autodesk company.

She earned a summa cum laude degree in Business Administration from American University in Washington DC, a Master of Arts in Design Management from the Savannah College of Art and Design (SCAD), and is currently completing a doctoral degree in Consumer Psychology. The World Economic Forum invited Laura to join the Global Shapers community of young people changing the world. She has grown passionate about content marketing from working at Groupon, National Geographic, mentoring hundreds of startups for Colombia’s IT Ministry, and co-founding her own digital agency (www. ozonegroup.co).

Laura is also a regular contributor at Smashing Magazine, Sitepoint, Invision, and Canva’s Design School.