Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You

McGraw-Hill Education #ad - A game-changing framework for staying top of mind with your audience―from the No. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter.

How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.1 company dominating content marketing What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries.

Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You #ad - Into one of “america’s Most Promising Companies, ” according to Forbes. It’s always about relationships. Business is never “just” business. It’s the winning approach John Hall used to build Influence & Co. He reveals: • how consumer needs and expectations have changed and what this shift means for you• how to build a helpful, a business leader looking to humanize your company brand, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, authentic, and consistent brand that serves others just as well as it serves you• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust Whether you’re a marketing leader engaging an audience of potential customers, or an industry up-and-comer seeking to build influence, you’ll be the first one they call.

There’s no better way to drive opportunities that result in increased revenue and growth.


Chief Marketing Officers at Work

Apress #ad - These individuals are hardly the types to engage in "Mad Men"-style marketing. This change in the status quo requires individuals in these roles to better understand how marketing works and how it can help them achieve their objectives, and the interviews in this book deliver those insights. Who should read this book?cmos, and the skills they use to thrive in the cmo rolehow top marketing executives adapt to changes impacting their jobs in the areas of technology, what their job entails, other marketing executives, and startups got to where they are today, and other marketing professionalsAdvertising agencies and marketing and PR firmsEntrepreneursAll others who interface with marketing functions in their own rolesWhat the Reader Will LearnHow chief marketing officers from leading corporations, and CMO are blurringHow the CMO role is now dominated by data rather than gut decisionsSample QuestionsThe interviews in this book all started with the same question, language, digital marketers, media planners, and cultureHow the CMO works in an environment of ever-increasing collaboration where the roles of CEO, CTO, nonprofits, government entities, COO, public relations professionals, and aspiring marketing executivesC-level executivesAdvertising execs, asking how the marketer being interview began his or her journey and the path that led to the role they now hold.

Trends in digital marketing, analytics, and marketing automation have pushed marketing to adopt data-driven approaches that would make a CFO's head swim. This book contains 29 exclusive, linda boff of ge, in-depth interviews with chief marketing officers like Jeff Jones of Target, Trish Mueller of The Home Depot, Brian Kenny of the Harvard Business School, and Seth Farbman of Spotify.

Chief Marketing Officers at Work #ad - This book will help c-level executives and others who interface and collaborate with marketing departments to understand how marketing drives growth at both startup and enterprise levels, and how marketing has moved from art to science. They are driven by data, yet also aware of the risks posed by depending too much on that data.

Here is a sampling of other questions that formed the basis for these interviews: what is your philosophy on building and managing a marketing team?how do you attract and retain top marketing talent?what do you look for in hires?do you have any experience breaking down silos, and how can a CMO facilitate that?How do you make sure your goals are aligned with the overall organization?What kind of metrics do you focus on?How is globalization affecting marketing for you?How do you make sure you're in touch with your customers and understand their needs and wants?What organizations are you a member of and what value do you receive from them?What kind of data do you have access to and how do you use data in your role?What channels are you using to connect with your customers?How do you keep up with all the different marketing vendors, channels, and opportunities?How do you get through to consumers in a world of ad blockers where consumers have control?What do you think the future of marketing will be and how will it be different from today?What are some of the skills CMOs need that don't get enough attention?What are your thoughts on marketing to millennials?If there was anything unexpected that resulted from these interviews, it was how tech-savvy these executives were.


The Content Formula: Calculate the ROI of Content Marketing and Never Waste Money Again

Marketing Insider Group #ad - With unused and wasted content costing b2b marketers alone a whopping $50 billion a year, the time to take a step back and identify problem areas is now so departments can focus on the areas that yield the most benefit to the bottom line. The content formula establishes a way for marketers to prove the exact return on investment they get from content marketing, highlighting its usefulness in any marketer’s toolbox.

Available in paperback, on kindle, as an audiobook, and soon, as an online calculator to save you even more time! . The content formula answers the biggest question currently on marketer’s minds: What is the ROI of content marketing?This book provides a step-by-step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms.


Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing

Lioncrest Publishing #ad - The term affiliate marketing has been misunderstood and underestimated since its inception. Performance partnerships is the first in-depth look at the performance affiliate marketing industry. Examining its roots and evolution, this book offers a better understanding of its impact as a vital form of direct-to-consumer digital marketing, and advice on how it can be used to change marketing and business development practices.

When used correctly, affiliate marketing and Performance Partnerships can be powerful tools to grow your business—and Robert can show you how to tap into that boundless potential. At its core, affiliate marketing represents something overwhelmingly positive: paying only for marketing that delivers actual, quantifiable results.

Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing #ad - Robert glazer, a leader in the affiliate marketing industry for over a decade, draws upon his experience and insights gathered from influential marketers to examine a rapidly changing field.


They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised & Updated

Wiley #ad - New chapters explore the impact of technology, conversational marketing, and new stories from companies that have achieved remarkable results with They Ask, the essential elements every business website should possess, the rise of video, You Answer. Upon reading this book, you will know: How to build trust with buyers through content and video.

Every day, buyers turn to search engines to ask billions of questions. How to achieve buy-in at your company and truly embrace a culture of content and video. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers.

They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Revised & Updated #ad - What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer. Using these principles, author marcus sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States.

Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. They ask, you answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.

 . To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible.


Hug Your Haters: How to Embrace Complaints and Keep Your Customers

Portfolio #ad - Eighty percent of companies say they deliver out­standing customer service, but only 8 percent of their customers agree. The near-universal adoption of smartphones and social media has fundamentally altered the science of complaints. Baer’s insights and tactics will teach you how to embrace complaints, put haters to work for you, and turn bad news into good outcomes.

From the Hardcover edition. This book will help you close that gap by reconfiguring your customer service to deliver knockout experiences. Based on an exten­sive proprietary study of how, where, and why we complain, Hug Your Haters proves that there are two types of complainers, each with very differ­ent motivations:  ·Offstage haters.

Hug Your Haters: How to Embrace Complaints and Keep Your Customers #ad - Bestselling author Jay Baer shows why that approach is a major mistake. These people are often disap­pointed by a substandard interaction via tradi­tional channels, so they turn to indirect venues, online review sites, such as social media, and discussion boards. Offstage haters don’t care if any­one else finds out, as long as they get answers.

Onstage haters. The book is also filled with poignant and hilarious examples of haters gone wild, as well as inspirational stories of companies responding with speed, compassion, and companies gone crazy, and humanity. Whether you work for a mom-and-pop store or a global brand, you will have haters—and you can’t afford to ignore them.

Ignoring them is.


Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content

Wiley #ad - Sections include: How to write better. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo. Because publishing content and talking directly to your customers is, at its heart, a privilege. Or, for "adult-onset writers": How to hate writing less.

Easy grammar and usage rules tailored for business in a fun, memorable way. And that means that we are all relying on our words to carry our marketing messages. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well.

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content #ad - . Traditional marketing techniques are no longer enough. Our online words are our currency; they tell our customers who we are. Empathy and humanity and inspiration are key here, so the book covers that, too. If you are on social media, you are in marketing. Everybody writes is a go-to guide to attracting and retaining customers through stellar online communication, in fact, because in our content-driven world, every one of us is, a writer.

In everybody writes, production and publishing, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, with actionable how-to advice designed to get results. But it can also make us seem humdrum or discombobulated or flat-out boring.


How Brands Become Icons: The Principles of Cultural Branding

Harvard Business Review Press #ad - Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. Budweiser. With how brands become icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands.

Coca-Cola. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers.

How Brands Become Icons: The Principles of Cultural Branding #ad - Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Douglas B. Holt warns that icons can't be built through conventional branding strategies, brand personalities, which focus on benefits, and emotional relationships.

How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, and Harley-Davidson, Mountain Dew, including ESPN, Budweiser, Volkswagen, this book presents the first systematic model to explain how brands become icons.

Holt is associate professor of Marketing at Harvard Business School. Harley-Davidson. Nike.


Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit

McGraw-Hill Education #ad - But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. Killing marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach.

By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. This book builds the case for, literally, transforming the purpose of marketing within your organization. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly.

Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. Killing marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.

Joe pulizzi and robert rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center.

Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit #ad - You’ll learn how to: * transform all or part of your marketing operation into a media company * integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible.


More Is More: How the Best Companies Go Farther and Work Harder to Create Knock-Your-Socks-Off Customer Experiences

Routledge #ad - Companies that do more:design something specialoffer a strong employee experience Modernize with technologyObsess over the customerReward responsibility and accountability Embrace disruption and innovationMore Is More offers practical advice for building or improving customer experience that you can apply immediately at your own organization.

Companies that embrace a “more is more” philosophy work harder and go further to ensure that their customers have a positive experience: they do this through customer-focused strategies and leadership, via operations, policies, and procedures that consider how the customer will fare in every scenario.

More Is More: How the Best Companies Go Farther and Work Harder to Create Knock-Your-Socks-Off Customer Experiences #ad - Customer experience guru Blake Morgan walks you through the D. O. M. O. R. E. Outlining the key areas you need to address immediately, More Is More will help you weather external changes, remain relevant, and thrive in today’s ever-changing business landscape. Concepts that set businesses up for success by emphasizing the importance of relationships.

Time is of the essence: your customers are not willing to wait for you to get the customer experience right. Brands that want to stay relevant must apply more energy, focus, and resources to creating knock-your-socks-off customer experiences than they ever did before.