IN THIS CHAPTER
Creating content that generates leads and sales
Spreading brand awareness to cold prospects
Planning content marketing campaigns
Using the four major content distribution methods
Content is at the heart and soul of any digital marketing campaign — the foundation on which your search, social, email, and paid traffic campaigns are built. Without content, Google has nothing to discover on your website, Facebook Fans have nothing to share, newsletters have no news, and paid traffic campaigns become one-dimensional sales pitches.
Content goes beyond blogging; content includes YouTube videos, product and pricing pages on e-commerce sites, social media updates, and much more. Each piece of content acts as a stepping stone on the path from lead to customer, and from customer to engaged, frequent buyer.
Part 2 of this book is about generating fans, followers, and customers using content. This chapter begins that quest by outlining the often-misunderstood strategy behind content marketing. We examine the many different forms that ...