book

Conversation Marketing

by Kevin Lund

October 2018

Beginner

240 pages

3h 51m

English

Career Press

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What Is “Content,” Really?Conversation Is KingWhere Conversation and Opportunity MetWelcome to the Conversation AgeConversation Marketing at Its CoreThe Bottom LineContent Marketing in the Conversation AgeConversation Marketing Concepts to Think AboutThe Content StruggleLet's Delve In
How Do You Earn Attention?Differentiation Is KeyYour Handshake MomentFinding Your Brand PersonalitySo, What About the Content?Icebreaker

Historically SpeakingThe Power of StoryYour StoryWhy Storytelling?Market From the Inside OutThe Story Starts the ConversationHow to Infuse Storytelling into Your ContentFinal ThoughtsIcebreaker
Ditch the IdDon't Pitch. Teach.Telling the Right StoryTo Be Humble Is to Be HumanIcebreaker
Forget About the Sale (for the Moment)How to Create Your Channel PlanIn Detail: A Content Marketing Channel PlanA Tentacled “Conversation Ecosystem”Embrace Channels for What They Are TodayPutting It All Together: The Editorial CalendarIcebreaker
Imagine “Molecular” Customer ServiceParticipating in the ConversationThe Road to Irrelevance: Common Mistakes Marketers MakeAn “Audience” Is Still One Person at a TimeSuper Molecular: A Final ThoughtIcebreaker
How to Listen EffectivelyData + Gut = SuccessPoints of View: Good Versus BadWill an MBA Help You Listen?How to Speak the Way Your Customer Wants to Be Spoken ToWhat They Want Versus What They Really WantIcebreaker
Remember What You've Learned So FarTips for Starting a ConversationWriting Content Made Easy: Ask Three QuestionsBeyond the HeadlinesBig Ideas for Longer ConversationsFive Wrong Ways to Start a ConversationIcebreaker
The Importance of Reading the RoomHow to Monitor EngagementGoogle AnalyticsHootsuite (hootsuite.com)Bitly (bitly.com)Post-Blog/Video CommentsSurveysTest It ElsewhereThe Human TouchData Diving: What Can Go Wrong?Icebreaker
How Much “Influence” Do You Have?Who Are the Influencers?Generating Content from Fans and CustomersMonitor What Customers Say Online and RespondTake Advantage of User-Generated Content (UGC)Encourage SharingHow Do You Get Started?How Can You Measure Success?Icebreaker
Where Mission and Passion IntersectBrands Digging Deep: Four Companies Going Beyond the ConversationWhat Not to DoWhat About the Naysayers?
The Last Word
Rubber, Meet Road
Putting It All TogetherBefore the Conversation: Know Your AudienceStart the Conversation: Seven Steps to a Great Piece of ContentAfter the Conversation: Listen to Your AudienceThe Power of Patience

Overview

Each of us sees more than 5,000 marketing messages every day. In such a crowded marketplace, brands are scrambling to find new ways to cut through the clutter to reach consumers. With such intense competition, it’s critical to stand apart beyond service and price.

Conversation Marketing will help you connect your brands, not just to the minds of your consumers, but to their hearts. Slick slogans and catchy ads may still work in some instances, but today’s discerning consumers demand more. They want information and a reason to connect with a brand before they act. They want a conversation.

Conversation Marketing gives you and your company the powerful tools and strategies now required, including:

How to earn your audience’s attention and provide value at every touch point
How to tell a meaningful story
How to give your customers agency in the conversation and accept that they’re in charge
How to listen, not sell
Change your strategy and your tone and you can change your results. Applying the rules from Conversation Marketing will help brands become publishers, increase sales, and establish a lifelong connection with their customers.