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Content Marketing: Think Like a Publisher--How to Use Content to Market Online and in Social Media [Copertina flessibile]

Rebecca Lieb

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Descrizione del libro

14 ottobre 2011 Que Biz-Tech
If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. In Content Marketing, world-renowned digital content expert Rebecca Lieb offers all the detailed, actionable guidance you'll need. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and of course, your website. Lieb drills down to offer detailed, actionable advice for issues such as choosing distribution channels making sure you don't run out of things to say making your content "findable" promoting two-way dialogue. Using her techniques, you can market far more effectively and personally build loyalty as you inform and entertain customers and reduce or even eliminate advertising costs. Think about it: why buy media when, today, you are the media?

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Le recensioni clienti più utili su (beta) 4.0 su 5 stelle  44 recensioni
8 di 8 persone hanno trovato utile la seguente recensione
3.0 su 5 stelle Thought provoking but not a How To 22 dicembre 2011
Di Elisa 20 - Pubblicato su
Formato:Copertina flessibile|Recensione cliente vite del prodotto gratuito (Cos'è?)
I agree with the central point--that all who blog, Facebook, twitter, etc. are content publishers and should think of themselves (ourselves) as such and use marketing advice that is suitable for publishers in 2012. In other words, the very definition of publishing has changed and everyone in it should think about marketing as it relates to this changed world.

That said, as one of these "micro publishers" I was hoping this would be a "How to". It is well written by an obviously knowledgable author, but really isn't a How To, at least not for the vast majority of "publishers" who are not corporations. For that, because I think there is a broader expectation in the marketing of this book, it didn't get a 4 or 5 star review. The middle range reflects a balance between "author expertise and a worthwhile point of view" v. "lack of specifics for individual publishers who want to better market content".

I -do- think this might be a help to people applying for a corporate job as a content marketer--a growing field. Read it and incorporate some of the points into a job interview. I think it could be very helpful--in that context.
4 di 4 persone hanno trovato utile la seguente recensione
4.0 su 5 stelle Excellent overview of all aspects of content marketing 23 novembre 2011
Di Anthony Lawrence - Pubblicato su
Formato:Copertina flessibile|Recensione cliente vite del prodotto gratuito (Cos'è?)
Too many small businesses are totally unaware of the potential offered by the Internet. They may have a website, but it's really nothing more than a business card. For many years I have been telling my customers that they need to generate content if they want to stand out in the ocean of websites. I don't think any of them ever listened to me, but they certainly should and this book is what they should read now.

I can find fault with this, but it's minor. For example, if I had written the section on Social Bookmarking, I would have been sure to mention the dangers of only bookmarking your own content. However a later section goes into detail about curating other people's content.

I also found the books message on advertising to be a bit muddied. Page 7 tells us "on the internet, practically no one is searching for an ad." When I read that and the bit that followed about how content is better than advertising. I was wondering if she was about to denounce advertising entirely. No, not at all, as later sections make clear.

But I'm carping. In 200 pages or so, this really is a great fly-by of what you need to know. I'd recommend it for the owners or top managers of small to medium companies so that they can understand what their web and media people are up to. The examples of real companies are inspiring. Imagine a company with 73 separate blogs that share the common theme of selling the companies soldering products! Why 73? It's one for every keyword they identified.

This is current enough to include Google+, by the way, though not quite current enough to mention that G+ has opened business pages. I don't see that as any great problem, of course. This is the orientation book, the book you'd use to understand the landscape. Details are always changing and anybody who reads this surely understands that.
5 di 6 persone hanno trovato utile la seguente recensione
2.0 su 5 stelle Broad, but lacking in depth 11 dicembre 2011
Di Chen Sun - Pubblicato su
Formato:Copertina flessibile|Recensione cliente vite del prodotto gratuito (Cos'è?)
A broad-in-scope but lacking-in-depth book on content strategies--in style comparable to a first year college survey book. Covers at least 17 content marketing channels, and then PR, advertising, reputation management, customer service, distribution, workflow,....

For a content manager, this can be a brief reference book to find other resources. For those interested in working in content management, I believe the breadth of topics is overwhelming but as there is little depth, little can be used in actual practice.

Content is Cash, by Wendy Montes de Oca, I believe, is a superior book for most people interested in content management. The challenge, as Oca points out, is distribution of the content, which Oca's book focuses on. For most people, the challenge will be lesser in the content, as in Lieb's book.
2 di 2 persone hanno trovato utile la seguente recensione
3.0 su 5 stelle 21st Century Advertising 15 novembre 2012
Di Steve Burns - Pubblicato su
Formato:Copertina flessibile|Recensione cliente vite del prodotto gratuito (Cos'è?)
This book is a good basic guide for how to market your business by creating content online. The best advertisement in the 21st century is not just a banner sign on a website it is a blog post, video, pod cast, facebook fanpage,contest, or twitter feed. This book gives the readers many ideas and examples for creating successful content online to promote their product or business. I will say after being a part of content marketing online with my own website and books for the past few years this book is a great place to start for those that are looking to begin. This book would likely be nothing new for those already deep into their own content marketing campaigns. This book is a quick and easy read. I recommend it for those that want to get started, it will show you where to start and how to begin this rewarded venture.
2 di 2 persone hanno trovato utile la seguente recensione
5.0 su 5 stelle A great resource! 7 agosto 2012
Di Kevin Campbell Films - Pubblicato su
Formato:Copertina flessibile|Acquisto verificato
A fantastic resource for anyone who wants to get ahead with their online marketing. It really opened my eyes to what I can offer my clients (who have asked me about content publishing) and I've given a copy of this book to the marketing people I work with. Well done!

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