Part 1 Getting Audiences to T-A-L-K
Chapter 1 Educating Targets with T-R-U-S-T-E-D Content
Letting Trusted Content Do Your Talking
Timely Content around Urgencies and Consumption Routines
Relevant Content for Target Personas and Their Buying Stage
Useful Content for Research, Self-Help, and Decision Tools
Situational Triggers for Timely Placements
Transparent Content to Create Early Trust
Engaging Content for Attentive Learning
Deliverable Content for Audience Convenience
Summary Model of Trusted Content for Education
Chapter 2 Escorting Prospects with Frame-of-Mind Connections
Chapter 3 S-H-I-P-P-I-N-G Content with an Emotional Twist
i-P-L-E-A-S-E with Likeable Content
Wheel of Emotional Content Attributes
Surprising Audiences with Spontaneity, Pranks, and Bold Change
Humanizing Brands with Personality, Empathy, and Behind the Scenes
Inspiring Audiences to Overcome, Shoot High, or Make a Difference
Entertaining Audiences with Humor, Games, and Animated Stories
Stirring Passions with Solidarity and Performances
Heightened Emotions with Imagery
Using Narratives to Shape Stories of Quest and Rebirth
Displaying Generosity in Contributions, Kindness, and Causes
Eight Ways to Create Emotional Content
Part 2 Getting Audiences to R-A-I-S-E Your Brand
Chapter 4 Earning Readership with Content Mastery
Making Your Content T-U-N-E-D for Audience Connection
Getting Content F-O-C-U-S-E-D on Audience Attraction
Creating Content with Consistent Q-U-A-L-I-T-Y
Chapter 5 Evangelizing with Employee A-D-V-O-C-A-T-E-S
Why Employee Advocacy Is So Critical
How to Lead an Employee Advocacy Program
Chapter 6 Enchant Influencers through O-U-T-R-E-A-C-H
Why Influencers Are So Critical
How to Discover, Engage, and Romance Influencers
Identifying the Right Influencers
Developing Influence O-U-T-R-E-A-C-H
Influencer Outreach Example for Entrepreneurs
Chapter 7 Enlist Followers with a S-T-A-M-P
Developing Strategies for Gaining New Followers
Developing Thought Leadership Strategies for Audience Development
Developing Social Advertising Strategies for Audience Development
Developing Media Coverage Strategies for Audience Development
Chapter 8 Expose Content that Will R-U-N-L-A-P-S
RSS and Other Syndication for Publishing Platform Exposure
Native Advertising to Seamlessly Promote Content
Developing Link Building Strategies for Traffic and SEO
Atomizing for R-E-I-M-A-G-I-N-E-D Content
R-U-N-L-A-P-S to Expose Content
Part 3 Getting Audiences to R-E-A-C-T
Chapter 9 Empowering Brand Ambassadors to R-E-S-O-N-A-T-E
What Ambassadors Do for a Brand
Why Brand Ambassadors Tell Your Story
How to Empower Brand Ambassadors
How to Motivate Brand Ambassadors
Chapter 10 Engage Communities through C-O-N-V-E-R-S-A-T-I-O-N
Developing Contests for Followers and Engagement
Engaging in Interactive Activities
Chapter 11 E-mail Engaging and Perpetuating Proprietary Audiences
Why E-mail-Engaged Audiences Require Social Media
Why Social Media Requires E-mail
Chapter 12 Enabling Mobile C-U-S-T-O-M-E-R Experiences
Mobile Users Want Less and Expect More
Addressing Unique Experience Expectations
Geo-Fencing and Location-Based Mobile Marketing
Chapter 13 Enrolling Trial Users with Freemiums
Future: Social Content-Marketing Predictions from a Strategic Planning Perspective