Content Chemistry: The Illustrated Handbook for Content Marketing

Title Page
Copyright
Dedication
Contents
Introduction
	01 Welcome to Content Chemistry
		Who This Book is For
		How to Use This Book: Experiment and Measure
		How This Book is Structured
		What is Content Marketing?
		The Evolution of Marketing
		Content Marketing vs. Advertising
		Web Strategy and Website ROI
		Case Study: Libby’s Laboratory Services
		What You’ll Need
Part One: Lecture
	02 How It All Works
		Strategy
		Branding
		Web Design
		Website Content
		Create Content
		Content Promotion
		Search Engine Optimization
		Social Media
		Email Marketing
		Analytics
	03 Traffic Sources
		Search Engine Optimization (SEO)
		Social Media Marketing
		Email Marketing
	04 Conversions
		Types of Conversions
		Questions- Answers- Evidence- Action!
		Questions: Understanding Your Audience
		Answers: Satisfying Your Visitors’ Needs
		Evidence: Supporting Our Claims
		Action: Simple and Specific
		Messages, Messengers and Format
		Keep Visitors Moving
		Testimonials
		Signup Forms: The 3 Conversion Factors in Email List Growth
		Thank You Pages and Conversion Tracking
		How to Set Up Goals and Track Conversions in Google Analytics
		Lead Generation Best Practices
		Blog Post: How Can I Help You?
		Service Page: Simply What You Do
		About Page: Building Trust
		Contact Page: Where the Magic Happens
		Thank You Page: Mission Accomplished
		What They Didn’t Tell You: Very Few Blog Readers Ever Become Leads—And That’s OK!
Part Two: Lab
	05 Content
		How a Documented Mission Affects Our Success
		Content Mission Statement Examples
		More Marketing Statement Templates
		Keyphrase Research
		Writing Headlines
		Content Criteria
		Images
		Collaboration
		Zero-Waste Marketing: Content for B2B Marketers
		Formats and Repurposing: The Periodic Table of Content
		A Few Words About Length
		Building Interconnected Hubs of Content
		Article Checklist
		Search Engine Optimization Elements
		Human Psychology Elements
		Additional Media Elements
	06 Promotion
		Email Marketing
		Social Promotion
		Influencer Marketing and Online Networking
		Guest Blogging
	07 Inspiration & Finding Topics
		Teach Your Reader Something
		Tell ‘Em Stories
		Conduct Interviews and Surveys
		Establish Yourself As a Thought Leader
		Present ‘Em with Data and Analytics
		‘Listen’ To Your Audience
		Write for Each Stage in the Conversion Funnel
		Original Research: The Most Powerful Marketing Content
		What to Research: Find the ‘Missing Stat’
	08 Jaudit, Update and Optimize
		How to Audit Your Content Marketing in 7-Steps
		Finding the Traffic Champions
		We’re done with the content audit. Now it’s time for action!
		Updating Existing Content: How to Teach your Old Blog New Tricks
		Example: Internal Linking Strategies Article
		Digital Ink is Never Dry
	09 Conclusion
About the Author