Introduction 1 About This Book 1 Foolish Assumptions 2 Conventions Used in This Book 2 What You Don''t Have to Read 3 How This Book Is Organized 3 Icons Used in This Book 5 Where to Go from Here 5 Part I: Getting Started with a Content Marketing Plan 7 Chapter 1: Defining the Content Marketing Opportunity 9 Understanding What Content Marketing Is 10 Understanding the Google Effect: How to Leverage the Power of Search 17 Revealing the Broad Reach of Online Content 21 Shifting from a Marketer to a Publisher Mindset 23 Developing Content to Build Your Brand and Form Relationships 25 Committing to a Long-Term Strategy 29 Benchmarking Other Businesses That Are Doing It Right 30 Chapter 2: Creating a Content Marketing Strategy 33 Researching Your Competition 34 Identifying Your Audience 39 Establishing Goals and Choosing the Best Forms of Content Marketing 44 Creating a Core Branded Online Destination 45 Surrounding Consumers with Branded Content 48 Comparing Free versus Premium Content Strategies 49 Chapter 3: Taking the First Steps to Executing Your Content Marketing Plan 51 Cross-Promoting and Interlinking for Greater Success 52 Link Building versus Link Baiting Strategies 53 Understanding the Do''s and Don''ts of Content Marketing 55 Giving Up Control and Letting Your Content Spread 60 Using Content as a First Step to Sales 62 Leveraging Design to Enhance Content 63 Part II: Marketing with Long-Form Content 67 Chapter 4: Introducing the Tools of Written Long-Form Content Marketing 69 Understanding and Using Long-Form Content Marketing for Your Business 70 Becoming a Blogger 71 Writing Articles and Contributing to Web Sites 81 Authoring Ebooks 84 Writing Press Releases 87 Writing White Papers 89 Publishing Presentations 91 Chapter 5: Using Video, Audio, Online Events, and E-Mail for Long-Form Content Marketing 93 Creating Videos 93 Using Audio and Podcasts 100 Holding Online Events 103 Integrating E-Mail Marketing into Your Content Marketing Efforts 106 Chapter 6: Writing in Long Form for the Web 109 Finding Your Style and Voice 109 Making Your Long-Form Content Shareworthy 110 Following and Breaking Formal Writing Rules 111 Formatting Long-Form Content 112 Finding More Tools for Long-Form Web Writing and Content Marketing 114 Chapter 7: Taking Long-Form Web Content to the Next Level 119 Using Search Engine Optimization 119 Building Relationships and Opening the Doors for Dialogue 126 Syndicating Content for Broader Exposure 128 Part III: Marketing with Short-Form Content 129 Chapter 8: Introducing the Tools of Short-Form Content Marketing 131 Understanding What Short-Form Marketing Is 131 Publishing with Facebook 132 Networking with LinkedIn 140 Finding More Social Networking Options 150 Chapter 9: Using Twitter and Creative Ideas for Short-Form Content Marketing 151 Microblogging with Twitter 151 Uploading Photos and Images 164 Reviewing Other Short-Form Content Marketing Tools 166 Chapter 10: Writing in Short Form for the Web 171 Comparing and Contrasting Short-Form to Long-Form Web Writing 171 Finding Your Voice 172 Formatting Tips 174 Adding Value and Getting Shared with Fewer Words 175 Following Short-Form Web Writing Etiquette 177 Chapter 11: Discovering Ways to Improve Short-Form Content Marketing 179 Increasing Your Search Engine Rankings 179 Abbreviating, Truncating, and Shortening Content the Right Way 181 Tools and Tricks to Get More from Short-Form Content Marketing 184 Part IV: Engaging in Online Conversations to Share Content 187 Chapter 12: Defining Conversational Content Marketing 189 Understanding What Conversational Content Marketing Is 189 Jumpstarting Dialogue 190 Being Personable and Engaging 191 Conversing and Sharing Content the Right Way 192 Building Relationships 194 Chapter 13: Introducing the Tools of Conversational Web Writing 197 Commenting on Blogs 197 Conversing on Twitter 206 Using Social Networks for Conversations 211 Communicating on Forums 216 Commenting on Other Forms of Social Media 221 Chapter 14: Getting the Most out of Online Conversations 227 Saving Time and Effort with Handy Tools 227 Adjusting Your Conversations and Tone for Your Audience 231 Using Keywords and Links in Conversations 232 Understanding Online Conversation Etiquette 233 Evaluating Discussions and Tweaking Efforts 234 Part V: Achieving Long-Term Success 239 Chapter 15: Integrating Your Content Marketing Efforts 241 The Importance of Integrating Marketing Efforts 241 Interlinking Your Online Content 242 Making It Easy for Others to Share and Talk about Your Content 250 Finding Content Marketing Opportunities 253 Chapter 16: Analyzing Results and Fine-Tuning Your Strategy 259 Monitoring Your Online Reputation 259 Responding to Criticisms and Inaccuracies 267 Knowing What to Track 269 Finding Tools to Analyze Marketing Metrics 272 Conducting Ongoing Research 275 Retooling a Content Marketing Strategy 278 Chapter 17: Building a Content Marketing Team 283 Identifying Resource Needs 283 Asking Employees to Help 285 Considering the Budget 286 Establishing Expectations and Requirements 287 Finding Help with Content Creation, Sharing, and Promotion 289 Monitoring Performance 292 Part VI: The Part of Tens 293 Chapter 18: Ten Free Tools to Get Started with Content Marketing 295 WordPress.org 295 stock.xchng 296 Paint.NET 297 Polldaddy 298 Core FTP 299 CoffeeCup 299 Google Analytics 300 Google Alerts 300 bit.ly 300 Google Bookmarks 301 Chapter 19: Ten Sites to Publish Your Content for Free 303 Blogger 303 Twitter 304 Facebook 304 LinkedIn 304 YouTube 305 SlideShare 305 Flickr 305 BlogTalkRadio 306 Podbean.com 307 EzineArticles.com 307 Chapter 20: Ten Resources for Content Marketing Help 309 Blogging All-in-One For Dummies 309 About.com Blogging 310 WordPress Codex 310 Google Blogger For Dummies 310 Facebook Help 311 LinkedIn Learning Center 311 Twitter For Dummies 312 SEOmoz 312 W3Schools 313 30-Minute Social Media Marketing 313 Part VII: Appendixes 315 Appendix A: Sample Content Marketing Quick Start Plans 317 A Blog-Focused Content Marketing Quick Start Plan 318 A Facebook Page Content Marketing Quick Start Plan 319 A YouTube Channel Content Marketing Quick Start Plan 321 Appendix B: Glossary 323 Index 331.