book

High-Impact Content Marketing

Name: High-Impact Content Marketing
Author: Purna Virji
ISBN: 9781398608443

by Purna Virji

July 2023

Intermediate to advanced

352 pages

9h 8m

English

Kogan Page

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Cover
Endorsements
Titlepage
Dedication
Contents
List of Figures
List of Tables
Acknowledgments
About the author
01 Why It’s Time To Reinvent and Future-Proof Your Approach to Content Marketing
IntroductionWhere Did Things Go Awry?Five Choices Marketers Often Get WrongEvolve or Perish with the Status QuoThe Wrong Shortcuts Can Lead to Even More Wrong ChoicesChange is Inevitable, Progress Takes WorkAbout This BookNotes

02 The Must-Haves for Long-Term Content Marketing Success
IntroductionContent Marketing Too Has its Own Essential ElementsA Little Knowledge is a Dangerous ThingThe Four Essential Element Pairs1. Behavioral Science and Learning Design2. Empathy and Inclusion3. Copywriting and Selling Skills4. Strategy and MeasurementNotes
03 Needs Analysis: How You’ll Build a Strong Foundation
IntroductionThe CATNIP Formula for Success1. Concept Based on Audience Understanding2. Applicability in the Moments That Matter3. Timing the Market4. Nailing the Execution5. Identifying the Correct Positioning6. Progressing and Evolving With the CustomerWhat Do All the Elements of CATNIP Have in Common?What is a Needs Analysis and How Does It Apply to Content Marketing?Internal vs. External Needs AnalysesNotes
04 The GIFTED Way to Figure Out Internal Needs
IntroductionStep 1: Get Clear on the GoalStep 2: Identify Relevant IntervieweesStep 3: Finalize Your Interview MethodsStep 4: Tailor Your Question SetsStep 5: Embark on Your Listening TourStep 6: Draw Out and Prioritize Key LearningsMake-It-Easy Guide: Top Questions for Internal Needs Analyses
05 How to Conduct a Powerful, Conversion-Driving Customer Needs Analysis
IntroductionWhat is a Customer Needs Analysis?What Information You Need to GatherHow to Gather the Information With COCOAStep 1: Customers: Actually Talk With ThemStep 2: Ones Who Got Away: Talk With Those You Didn’t ConvertStep 3: Customer-Facing Colleagues: Get the Voice of Your CustomersStep 4: Online Sources: Scour the Internet for the Voice of Your CustomersStep 5: Automated Data Collection: Round Out Your LearningsThe Key to Everything is to Respect Your Customers’ TimeMake-It-Easy Guide: Document Your Learnings For Easy ReferenceNotes
06 Decode the Competitive Landscape With a Competitor Content Audit
IntroductionOne Big Caveat: This Isn’t “Simon Says”Get Decoding: Optimize Your ApproachStep 1: Consider Direct, Tangential, and Disruptor CompetitorsStep 2: Figure Out the “What” and the “Where”Step 3: Analyze Your Findings and LearningsMake-It-Easy Guide: Track Your Learnings With a Start–Stop–Continue PlannerNotes
07 High-Impact Strategy and Measurement Planning
IntroductionWhat Does a Content Marketing Strategy Plan Cover?What If You’ve Never Created or Followed a Strategy Before?A Content Marketing Strategy Empowers You to Build Your Own Treasure Map to High ImpactCLUEStep 1: Compile Your Key InformationStep 2: Lay Out Your Strategy PlanStep 3: Use Backward Design to Plan ContentStep 4: Evaluate Performance With the Right LensYour Plan is Your Treasure MapNotes
08 High-Impact Brainstorming: How the Best Ideas Are Born
IntroductionBrainstorming: The Origin StoryHow Does the Brain Form New Ideas?Those Brainstorms Aren’t the Path to High ImpactNotes
09 Mine, Combine, Refine: Simple Strategies to Optimize Your Brainstorming
IntroductionMineCombineRefineNotes
10 How to Make Inclusion the Default
IntroductionThe Reality is You Can’t Afford Not to be InclusiveAs Content Marketers, We Have a Responsibility Towards Our AudienceFocus on Accessibility: Getting the Table Stakes RightMind Your LanguageBe Intentional With Creatives: How You Say Things MattersPay Attention to Content That’s Not “Content”Inclusion: All For One and One For AllNotes
11 Time-Proven Copywriting Strategies to Keep People Reading On and On
IntroductionDissecting the Anatomy of a Body of Content1. Next Steps: Start With What You’d Like Your Audience to Do Next2. Open: Get Clear On What’s Relevant For Your Audience3. Main Body: Cover All Relevant Details in an Easy-To-Follow Way4. Close: Reinforce, Encourage, and Inspire as You Wrap to Leave a Lasting Impression5. Headline: To Write the Perfect Headline, Write it LastThere’s a Clear Path to Great ContentMake-It-Easy Guide: How to Know if You’ve Nailed Your ContentNotes
12 Build With Distribution in Mind: Less Effort, More Impact
IntroductionSame Concept, Different TimesSame Concept, Different AudiencesSame Concept, Different Funnel StagesSame Concept, Different Sources and AnglesSame Concept, Different Channels and FormatsTailoring Your Content For Different ChannelsFind Big Ideas and Work Your Assets OffMake-It-Easy Guide: How to Analyze Great Writing to Become a Better WriterNotes
Index
Copyright

Content preview from High-Impact Content Marketing

INDEX

Page locators in italics denote information within a figure or table.

abbreviated notes 247

ableism 233, 241, 254

abstract thinkers 183

accessibility 101, 103–04, 105, 204–05, 234–38, 255

active listening 200, 212

ADDIE model 35–36

adult learning 17–18

advocacy 99, 143, 152, 308

A11Y Project 235

Aerosmith 215

affinity mapping 221–22

‘afters’ (value) 101, 268–69, 276, 310, 314

agendas, brainstorming 208–09, 214, 216–18

AGES model 18–20, 22–23

see also attention; emotion; spacing

Ahrefs 128, 134

airtime, brainstorming 213

algorithms 4, 7, 27, 113, 126, 300

alt tags 237

Amazon 2, 122, 132, 195, 271

ambiguous questions 82

analogies 4, 18–19, 20, 123, 179, 180, 317

analysis 35, 85–86, 134–38, 162

decision matrix 224–25

needs 41–65, 90, 92

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High-Impact Content Marketing

by Purna Virji

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