Essentials of Thought Leadership and Content Marketing

A comprehensive, practical, step-by-step guide to achieving content marketing success that's ideal for anyone who works with content marketing--whether in B2B or B2C business, for-profit, or nonprofit.ofit.

Acknowledgments
Introduction
Section One: Developing a Thought Leadership and Content Strategy
Chapter 1: What Content Marketing Can Do for You
Chapter 2: Creating Your Content Marketing Plan
Chapter 3: Evaluating and Reusing Existing Content
Chapter 4: Defining Your Audience
Chapter 5: Mapping Your Content to the Buyer's Journey
Chapter 6: Best Practices in Content Development
Chapter 7: Pitfalls in Choosing a Topic
Chapter 8: Editorial Project Planning
Section Two: Engaging the Industry
Chapter 9: Public Relations
Chapter 10: Creating a Section on Your Website for Thought Leadership
Chapter 11: Blogging
Section Three: Channels, Campaign Automation, and Tracking
Chapter 12: Building a Campaign Landing Page
Chapter 13: Troubleshooting Landing Pages
Chapter 14: Email
Chapter 15: Social Media
Chapter 16: Pay-Per-Click Advertising
Chapter 17: Organic Search Results
Chapter 18: Lead Generation
Chapter 19: Lead Nurturing
Chapter 20: Sales and Marketing Systems
Chapter 21: How Thought Leadership Helps Sales
Chapter 22: Measuring Your Return on Content Marketing
Chapter 23: Communicating to Senior Management
Chapter 24: Profiles
Final Words
Notes
Glossary
References
Index