eBook - ePub
Content Marketing, Engineered
Build Trust and Convert Buyers with Technical Content
- 248 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
Research shows that this analytical, skeptical buyer conducts a great deal of independent research before engaging with vendors. Companies that share expertise through high-quality content on a consistent basis are not only seen as trusted resources, they also spend less per lead and achieve greater pipeline efficiency. ​Content Marketing, Engineered guides you through the key steps in creating content to inform, educate, and help your technical buyers on their journey to purchase and beyond. By the time you reach the last page, you’ll be familiar with the entire end-to-end content marketing process, from planning and writing to publishing, promoting, and measuring the performance of your content.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Content Marketing, Engineered by Wendy Covey in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Index
A
abbreviations
important for branding or SEO, 109–10
of units, 108
when to use, 106
A/B testing
enewsletters, 162, 164, 199
online advertising, 155
Adobe Premiere Pro, 82
AE2 video series, 81
Ahrefs, 135
ANSYS, 22
Apple
GarageBand, 82, 100
New and Noteworthy list, 99
vision, 22
Associated Press Stylebook, The, 109
Audacity, 100
audience personas, 4, 9–16
creating, 12–13
key marketing activities, 13
key messages and content, 12
naming, 13
photos, 13
technology adoption life cycle, 15
where to reach each persona, 12
defined, 9
developing comprehensive list of possible, 11
examples of, 9–10, 14–15
mapping content to, 49
merging, 11–12
refining, 15–16
customer interview questions, 15–16
keeping current, 16
qualitative research, 16
reviewing, 51
types of, 10–11
buyers, 11
decision makers, 10
end users, 11
influencers, 10
Autodesk, 21, 22
AVP, 93, 187
B
B2B Content Marketing report, 144
Backlinko, 79
benchmarks. See metrics and benchmarks
BigCommerce, 120
Biteable, 186
Bitly, 139
blogs, 65–70, 123–27
advantages of, 123–24
as art and science, 65
best practices, 67–69
answers to common questions, 68
calls to action, 69
guest bloggers, 69
headlines, 67–68
images and graphics, 68–69
information gathering, 67
linking to other blogs, 69
newsjacking, 68
readability, 68
repurposing ...
Table of contents
- Cover
- Title
- Copyright
- Dedication
- Contents
- Foreword
- Introduction
- Section One: Develop A Brand and Content Strategy
- Section Two: Create Sticky Content
- Section Three: Publish and Promote Your Content
- Section Four: Sales Enablement
- References
- About The Author
- Acknowledgments
- Index