Connect with customers with compelling content! This book shows marketing professionals step-by-step how to create and execute a content marketing strategy that works regardless of the size of your company or the type of business you are in. Specific tools show how to select content types that best match your specific strategy, whether it is print, magazines, newsletters, white papers, web sites, microsites, web casts, e-Books, enewsletters, blogs, videos, podcasts, or a combination of the above. It reveals that the greatest opportunity businesses have ever had to communicate directly with their customers.

Table of Contents:
Foreword Introduction Section One: Coping With the Content Marketing Revolution Chapter One: The Shift to Content Marketing Chapter Two: Six Reasons Businesses Are Making the Change Toward Content Marketing Section Two: How to Put Content Marketing to Work Chapter Three: How to Develop a Content Marketing Mindset?and a Process to Match?Within Your Organization Chapter Four: How to Select the Content Types that Best Match Your Strategy Chapter Five: Making Great Content Happen Chapter Six: Putting the ?Marketing? in Content Marketing Section Three: Learning from Smart Marketers?Best Practice Success Stories Chapter Seven: Best Practice Success Stories Overview Chapter Eight: Yes, Content Marketing Can Make Welding Cool! Chapter Nine: Creative Content Marketing Enables a David to Compete Successfully Against Goliaths Chapter Ten: Finally, a PR Agency that Understands Both Boomers and Blogging! Chapter Eleven: Perfectly Targeted Content for Customers and Prospects Chapter Twelve: Solopreneur Sagas?Even Micro-Businesses Make Content Marketing Pay Off Chapter Thirteen: Content Marketing Pays Off on the Bottom Line in Australia Chapter Fourteen: You Can Trust Northern Trust to Deploy a Great Content Marketing Strategy Chapter Fifteen: Leveraging Content Marketing to Strengthen Member and Community Relationships Chapter Sixteen: At Best Buy, It?s All About Strengthening Customer Relationships Chapter Seventeen: Using Content Marketing to Accelerate the Acceptance of a Concept and a Product Chapter Eighteen: Preserving the Value of Content Chapter Nineteen: ThomasNet?A Content Marketer?s Content Marketer Chapter Twenty: E-mail Software Provider Teaches Customers to Market Effectively Chapter Twenty-One: UK Law Firm Uses Content Marketing to Build Powerful New Brand Chapter Twenty-Two: Rockwell Automation Uses Content Marketing to Be Global, Local, and Cost-Effective Section Four: Putting the Lessons into Action Chapter Twenty-Three: Top 10 Content Marketing Lessons Learned from Successful Practitioners Chapter Twenty-Four: An In-Depth Case Study?Developing a Content Marketing Strategy from Start to Finish Chapter Twenty-Five: Marketing Survival Acknowledgments Index About the Authors