On MessagePrecision Communication for the Digital Age
Rs 325.00 (Price after 10% discount= Rs 292.00)
Description:
Gone are the days of the traditional sales mailshot. Engaging with global audiences in an increasingly competitive and digital world means that what you say has to be delivered in a way that can’t be ignored.
On Message provides expert guidance to help you keep up with the demands of the newest of new media, adapt your writing style to fit with the latest platforms and compete with global players. Packed with practical examples, it will help you to:
• learn when and why to blog, and how to do it right • employ the principles of “sticky” messaging • communicate successfully across borders • segment your audience for more effective marketing • develop and encourage loyalty • stretch your natural creativity • build a personal brand through hard-hitting communication
Including practice exercises, review techniques, tips on flexing your writing muscles and simple formulae, On Message will help you capture more followers who listen both for longer and more intently.
Contents:
Introduction
SECTION ONE: The digital landscape: context, competition and technology change
Chapter 1: How did we get here? • Where social networking began • The evolution of social networking • Coming of age • Exploiting the available media • In short • Tip • Chapter 2: This is new media • Blogs and tweets • Critics of social networking • Networking basics • Focus • Creating communities • In short • Tip • Chapter 3: Lessons from the past • John F. Kennedy - ‘Ich Bin Ein Berliner’ • Winston Churchill - ‘Never was so much owed by so many to so few’ • Steve Jobs - Stanford address • In short • Tip • Chapter 4: What are we up against? • The audience holds the power • Opinions can be volatile • Information overload • Technological malfunction • In short • Tip
SECTION TWO: Guiding principles: stickiness and blogging
Chapter 5: All about stickiness • How stickiness helps • Two-way (social) listening • Building an ever-ready audience • Opinions, accord and answers • Pulling the trigger • In short • Tip • Chapter 6: How to get stickier • Relevance • Universality • Solution • Feelings • Trust • In short • Tip • Chapter 7: Thoughts about blogging • What are blogs? • Find out why • Pull don’t push • Consider who is responsible • Phase your blog in • Plan your time • In short • Tip
SECTION THREE: Understanding customers: personal branding, segmentation and sales principles
Chapter 8: Building a brand to deliver better messaging • How brands are built • Brand case studies • In short • Tip • Chapter 9: Segmenting an audience • Who are your prospects? • Sorting out your ‘all sorts’ • Simple segmentation • Complex segmentation • The future of segmentation • In short • Tip • Chapter 10: Developing relevance via marketing and sales • Applying the ‘so what?’ test • Try something new (test marketing) • Developing a sales proposition • In short • Tip
SECTION FOUR: The nuts and bolts of better writing: ‘how to’ guides on writing and editing
Chapter 11: Gathering content • Getting to grips with the audience • Listening skills • Be curious • Researching sources • Assimilating information • Processing content • Keep fresh • In short • Tip • Chapter 12: Developing the message • Sales versus happy traffic • Integrated communications• Managing the platforms • Planning output • Don’t be cheeky! • In short • Tip • Chapter 13: How to write better copy • Revision (grammar and all that) • Use spell checker • Let’s write • Looking back - a review process • Getting to the point • Starting point • Simplicity • Developing themes • Pay-off • In short • Tip • Chapter 14: How to edit existing copy • The process of precis • In short • Tip
SECTION FIVE: Advanced technique: going global, expanding creativity, storytelling and more
Chapter 15: Crossing boundaries and going global • Finding similarity and celebrating difference • Researching your new markets • Guidance for cross-border communication • In short • Tip • Chapter 16: Expanding creative horizons • Creative writing - developing a workable strategy • Getting started • Mix things up • Cut yourself some slack • Find the right time • Record your spontaneous thoughts • Review your efforts • Understanding the barriers to creativity • In short • Tip • Chapter 17: Storytelling • The first storytellers • Why stories work • Where our best stories come from • Making stories effective • Seven inputs for better stories • In short • Tip • Chapter 18: Revision, consolidation and the way forward • Change • Behind the scenes • Be active and reflective • Trends • Five points to remember • Crossover • Be yourself • Further Reading
About the Author:
Theo Theobald is a freelance writer and business consultant with many years’ experience in senior sales and marketing management positions within the BBC. He is an award-winning copywriter whose career embraces major internet and audio production for BBC websites and radio. Theo runs his own company, Shocktactic Ltd, and he is the author of Develop YourPresentation Skills (also published by Kogan Page). | |
Valuable Content MarketingHow to Make Quality Content the Key to Your
Business Success
Sonja Jefferson & Sharon Tanton
9780749465803 PB 248pp Year 2013 Rs 495.00 (Price after 10% discount= Rs 445.00)
Reviews:
“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, The Trusted Advisor
“Full of commercial arguments about why content marketing is the backbone of revenue growth, and practical tips on how to create a sustainable and effective approach to building a great content strategy.”
Paul Wilson, Chief Marketing Officer, Fortune 500 SunGard
“Valuable Content Marketing is just that... valuable! It is destined to be a modern marketing classic. Buy this book before your competitors do or you will be sorry!”
Lee Frederikson, managing partner at Hinge Marketing, author of Spiralling Up
“Valuable content is something interesting and valuable you can publish online; content that educates, helps or inspires; content appreciated by the reader. This book shows you how with vivid clarity.”
Stephen King, author of Finance on a Beermat, www.f-works.co.uk
Description:
If you are the kind of person who would rather attract business than chase business then Valuable Content Marketing is for you. Unthink what you’ve learned about sales and marketing communication. For today’s savvy, cynical, connected buyers, old style marketing no longer works. If you want to engage potential customers and help your business stand out from the crowd, you need to start doing things differently. Stop pushing noisy sales messages, get online and make your marketing valuable to those you want to do business with. From websites to white papers, blogs to tweets, newsletters to video, now more than ever content is king. But any old content won’t do - only high-quality, valuable content is trusted, read and shared. Get your content right and you will connect with clients and customers in ways they appreciate - they’ll soon be knocking at your door wanting to do business with you. Valuable Content Marketing shows you how to create and share the type of information that clients, customers and search engines really want. Whether you’re starting a business, creating a new website or want to get better results from your marketing efforts, this book shows you how. • Grow your business by raising awareness of your brand, turning prospects into buyers and buyers into long-term fans • Gain real-world inspiration from companies of all sizes that have got it right. from small businesses to household names • Get practical and focused advice, with reader-friendly features such as step-by-step action lists, valuable tips and templates
Contents:
Introduction: Why you need this book
PART ONE: Why valuable content?Chapter 1: Marketing has changed. Have you? • The business development challenge • How successful businesses are marketing themselves today • What are these companies doing right?• The three factors transforming buyer behaviour • The new buyer mentality • Buyers prefer valuable content • Chapter 2: What is valuable content and why it wins you business • What we mean by valuable content • The rise of valuable content as a smart marketing choice • Five vital things every business needs, and valuable content delivers • The wider benefits to your business • How valuable content connects you with your customers • Chapter 3: ‘What do I say?’ Guiding principles for your valuable content • Seven guiding principles for your content • How to find stuff to write about • Quick ideas starters PART TWO: What valuable content? Chapter 4: Start with a blog • Some blogging basics • Why blog? • How to create a successful business blog • How to write a valuable blog article • A simple template for your blog articles • Blogging Q and A • Chapter 5: Distribute your valuable content using social media • Socialnetworks - the main arenas for businesses • Which tool is best for sharing content? • Valuable content guidelines for all social networks • Vary the content you share by platform • How to be valuable on Twitter • How to be valuable on Linkedln • How to be valuable on Facebook • Chapter 6: Keep in touch with engaging email newsletters • The importance of keeping in contact • Email newsletters the valuable way • How to build an engaged mailing list • An alternative way to keep in touch - autoresponder emails • Chapter 7: Get search engine savvy • Why you should care about search engines • What search engines want • Top five ways to optimize your content for search • Chapter 8: Your valuable website • The role of a good business website • More library than online brochure • Traditional website vs valuable website • Guidelines for a valuable website • Think content first (before you get the web designers in) • Instructions for your web designer/ developer • Ideas for key sections of your site • Tips for writing the content on your website • Chapter 9: Add deeper written content: white papers, e-books and books • The benefits to your business of deeper content • Your deeper written content options • What deeper content to choose when? • 10 top white paper and e-book writing tips • Should you make people fill out a form to download your content? • The importance of a strong landing page • Great content needs great design • Repurposing your stock content • Chapter 10: Diversify with different formats: video, audio and more • Different formats to connect with more people • The rise and rise of video content • Where to start with video • Working with a video company • Wonderful webinars • The power of infographics • Podcasts for business • Online games as sales tools • Mobile apps • Chapter 11: Widen your reach: take your content on tour • How valuable content wins you PR opportunities • Getting your content published in industry-leading media • The etiquette of guest blogging • Making the most of speaker opportunities • Chapter 12: Valuable content for salespeople • How to use content to start sales conversations • Valuable content, not brochures • Tips for valuable content sales campaigns • The art of good sales copy • Valuable content and the power of good sales follow-up • Bringing sales and marketing closer together PART THREE: How to make your marketing valuable Chapter 13: How to write content your customers will value • Make your writing valuable • How to be engaging • How to write less and say more • Help with headlines • Making time for writing • Making writing manageable • The importance of editing • How to stop procrastinating and just do it! • Chapter 14: Making it happen: seven steps to success • Seven steps to success with valuable content • Step 1- Know your business objectives • Step 2- Be clear on what you will talk about • Step 3- Pick the right mix of content creation and distribution tools • Step 4- Make sure your website is up to the job • Step 5- Plan like a publishing pro with a content calendar • Step 6- Put the right team together • Step 7 Measure, refine, learn and continue Conclusion: your new marketing manifesto Additional resources • 1. How valuable is your content now? • 2. ‘Get to know your customers’ template • 3. No-nonsense glossary of SEO terms • 4. Checklist for your website content • 5. Questions to help you write a good case study • 6. Planning questions for deeper written content • Quoted experts and recommended further reading • Acknowledgements Index
About the Authors:
Through her company Valuable Content Ltd, Sonja Jefferson helps professional firms to get their message across in the right way. Her interest is in getting to the heart of the message, producing and sharing the right type of information to help a business grow. Creative Director of Valuable Content Ltd, Sharon Tantonis a copywriter with a background in telling stories. Working in radio, television, magazine features, and internal communications, she helps companies to convey their message in a way that audiences appreciate. | |
*Prices are subject to change without prior notice
| ||||
Surbhi Mittal
Marketing Assistant
Marketing Department
Kogan Page India Private Limited
B-3, 4262/3 Ansari Road
Daryaganj
New Delhi 110002
India.
Tel. 435 11 773, 435 11 774
Fax.0091 11 23251007
email: info@koganpage.co.in
http://www.koganpage.co.in
Marketing Assistant
Marketing Department
Kogan Page India Private Limited
B-3, 4262/3 Ansari Road
Daryaganj
New Delhi 110002
India.
Tel. 435 11 773, 435 11 774
Fax.0091 11 23251007
email: info@koganpage.co.in
http://www.koganpage.co.in
No comments:
Post a Comment