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Content marketing : think like a publisher how to use content to market online and in social media / Rebecca Lieb Indianapolis : Que, 2012271 tr. ; cm.Content marketing basics. What is content marketing, anyway? -- |t Why is content important now? -- |t You're a publisher; think like one -- |t What kind of content are you? -- |t Content that entertains -- |t Content that informs and educates -- |t Providing utility -- |t Content curation and aggregation -- |t Finding a voice -- |t Getting tactical: content nuts & bolts. Overview of digital content channels -- |t Content and SEO -- |t Content and PR -- |t Content and advertising -- |t Content marketing for live events -- |t Content and customer service -- |t Content and reputation management -- |t User-generated content -- |t Content distribution and dissemination -- |t Whose job is content? -- |t How to conduct a content audit -- |t How to analyze content needs -- |t The content workflow -- |t Never over: post-publication. Listening...and responding -- |t Remaking, remodeling, and repurposing content -- |t Tools of the trade -- |t Yes, but is it working? Content metrics and analytics.
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