Essentials of Thought Leadership and Content Marketing: Boost Your Brand, Increase Your Market Share, and Generate Qualified Leads

by Paul M. Kaplan

Overview

Essentials of Thought Leadership and Content Marketing is a comprehensive, practical, step-by-step guide to achieving content marketing success.

What’s the connection between thought leadership and increased sales? Consistent strategy. Thought leadership and content marketing can be powerful tools for your business, but to use them to their fullest potential, you need to have a plan. Essentials of Thought Leadership and Content Marketing helps you create a comprehensive and rigorous content marketing strategy in which every piece works together to meet your business goals.

Comprehensive, results-oriented, and practical, Essentials of Thought Leadership and Content Marketing covers every aspect of content marketing: researching customer needs; identifying your company’s areas of expertise; generating thought leadership articles and other content; communicating content through email, social media, web marketing, and traditional media; evaluating response; generating sales leads; and measuring results. More important, Essentials of Thought Leadership and Content Marketing shows how to coordinate these strategic elements to an overall plan. Interviews with business leaders and case studies show how content marketing concepts work in the real world.

The ideal book for marketers, advertising professionals, entrepreneurs, and anyone who works with content marketing—whether in B2B or B2C business, for-profit or nonprofit—Essentials of Thought Leadership and Content Marketing is a practical, step-by-step guide to achieving your content marketing goals.

Product Details

ISBN-13:	9781610353670
Publisher:	Quill Driver Books
Publication date:	03/03/2020
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	6 MB

About the Author

Paul M. Kaplan has worked in marketing for over fifteen years, focusing on content marketing and thought leadership, digital media, and product strategy for industry-leading companies, including Barnes & Noble, Inc., American Express, Broadridge Financial Solutions, and McGraw-Hill. Kaplan earned a BA from Yale College and an MBA from Yale School of Management. He is the author of five previous books and lives in New York.

Table of Contents

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

Editorial Reviews

"Impressively informative, expertly written, organized and presented ... recommended reading for marketers, advertising professionals, and entrepreneurs."

Wisconsin Bookwatch

"In this book, Paul has captured all the practical essentials that a thought leadership marketer needs: how to decide which content to develop and how to produce and market it. This book is not another breathless celebration of the virtues of content or thought leadership marketing; it's an invaluable handbook for getting the job done!"

Tim Parker