The Valuable Content Marketing book
How to make quality content the key to your business success
The essential guide to marketing your business by creating and sharing valuable content. Get your message across in the right way, and the clients and customers you want will come to you. No hard sell required.
By Sonja Jefferson and Sharon Tanton
Published by Kogan Page, 3rd January 2013 in UK, 28th February in US
Available on Amazon.co.uk, Amazon.com
Download your free sample chapter here
“Valuable content is the focus of all successful marketing today. This book tells you why this is true, and how to play in the new game.” Charles H Green, author of The Trusted Advisor
What you will learn
“. . . an invaluable resource for entrepreneurs in services and products industries . . .” New York Journal of Books review here
From websites to white papers, blogs to tweets, e-newsletters and video, now more than ever, content is king in the digital world. Traditional marketing techniques no longer work as well as they once did. If you want to engage potential customers and make your business stand out from the crowd today, you need to start doing things differently. Providing valuable content is the key and this book shows you how to put it at the heart of your marketing for business success.
“The clearest, most complete, and easiest to understand book available on how to do content marketing the right way. Destined to be a modern marketing classic.”
Valuable Content Marketing is written for people running businesses now. It’s practical, approachable and rooted in real life business stories. It shows you how to generate sales through creating compelling marketing content and distributing it effectively, online and off. Creating and sharing the type of information that clients, customers and search engines really want – on a website, using social media and through traditional print methods – will build your business. Getting it right means a huge opportunity to connect with clients and customers in ways they appreciate and trust, and this book shows you how to do it.
Valuable Content Marketing explains how to go beyond artfully produced information to content that is of real value to the target audience. Whether starting a business or looking to grow, this book shows marketers and business owners how to get better results from their marketing efforts.
The secret to effective marketing is simple: make yourself useful and share information that people who buy your products and services genuinely value, even look forward to. Isn’t it time your business found out how to create some really valuable content?
Table of contents:
Introduction: Why you need this book and how to use it
Why? Why valuable content is so crucial today
- Chapter 1: Marketing has changed: have you?
- Chapter 2: What is valuable content and why it wins you business
- Chapter 3: What do I say? Guiding principles for your valuable content
What? The tools at your disposal and how to make them valuable
- Chapter 4: Start with a blog
- Chapter 5: Distribute your valuable content via social media
- Chapter 6: Keep in touch with engaging email newsletters
- Chapter 7: Get search engine savvy
- Chapter 8: Your valuable website
- Chapter 9: Add deeper written content: white papers, e-books and books
- Chapter 10: Diversify with different formats: video, audio and more
- Chapter 11: Widen your reach: take your valuable content on tour
- Chapter 12: Valuable content for salespeople
How? Practical steps for content marketing success
- Chapter 13: How to write content your customers will value
- Chapter 14: Making it happen: seven steps to success
Conclusion: Your new marketing manifesto
Valuable resources:
- How valuable is your marketing now? The valuable content test
- Planning and structuring your blog article
- No nonsense glossary of SEO terms
- Checklist for your website content
- Questions to help you write a good case study
- Planning questions for deeper written content
- Get to know your customers template
- Quoted experts and recommended further reading
(Illustrations by Lizzie Everard – www.lizzieeverard.com)
Buy the book
» Order your copy of Valuable Content Marketing on Amazon.co.uk and Amazon.com
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“Traditional ‘propaganda’ style marketing is dead. The future for marketing is valuable content.”
David Tovey, Principled Selling
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Ladies – thanks. I opened the book this morning and it’s just what I expected – full of stuff I’ll use to inspire and redirect my writing. Snappy, insightful, actionable.
Brilliant.
Hi, I received my copy of your book yesterday and haven’t put it down. Really insightful and has got me thinking about how I can implement the necessary changes. However I wanted to know do you think it applies to a small sole trader company like mine offering roofing in the local geographical area?
Hi Paul. Thanks very much for leaving a comment and I’m delighted it’s got you thinking.
Yes – I think it’s absolutely applicable to a company like yours. You could really set your business apart from local competitors by posting useful information on roofing issues, content that answers the many questions clients have (the type of questions you probably get asked every day in the course of your work!). These are just the kind of questions that people type in online too. Keep a note of what they ask you, add a blog to your site and writing articles that answer them one by one.
Don’t forget to point potential customers to these too – they’ll really help to build their trust in you; and make it easier for them to refer you too.
That’s where I’d start. Social media such as Twitter or Facebook, local SEO (see: http://www.virtualsocialmedia.com/local-seo-tips-for-small-business/) – you can move on from there.
Hope that helps Paul and really good luck. As a sole trader you have the advantage of making the decision and going for it. I think the Valuable Content Marketing approach would really help your marketing fly.
Sonja