Table of Contents

• 1. What's Content Marketing, Anyway?
• 2. Why Is Content Important Now?
• 3. You're a Publisher: Think Like One
• 4. Finding Your Voice
• 5. Do You Need a Celebrity, Spokes-Character or Mascot?
• 6. What Kind of Content Are You?
• 7. Overview of Content Channels
• 8. Getting Tactical: Content Nuts and Bolts
• 9. Content and SEO
• 10. Content and PR
• 11. Content and Advertising
• 12. Content and Offline Stuff
• 13. Content and Customer Service
• 14. Content and Reputation Management
• 15. Content and Information Architecture
• 16. Content Distribution and Dissemination
• 17. User-Generated Content
• 18. Content Curation
• 19. Whose Job Is Content?
• 20. Content Audit
• 21. How to Analyze Content Needs
• 22. The Content Workflow
• 23. It's Never Over - Post-Publication
• 24. Reuse, Updating, Translation, Migration to Other Platforms
• 25. Listening and Responding
• 26. ReMake/ReModel: Repurposing Content
• 27. Yes, But is it Working? Content Metrics
  

About the Author

Rebecca Lieb is a globally recognized expert on digital marketing, publishing, and media, and content strategy. She founded and led Econsultancy's US operations, was VP and editor-in-chief of The ClickZ Network for over seven years, and ran Search Engine Watch. She has held executive positions at strategic e-services consultancies including Siegel+Gale; and at global media companies including Universal Television ans Networks Group and Bertelsmann's RTL Television. She has written on media for The New York Times and The Wall Street Journal, and authored The Truth About Search Engine Optimization (FT Press), an Amazon.com best-seller.