Overview

***CIM (CHARTERED INSTITUTE OF MARKETING) BOOK OF THE MONTH MAY 2016*** Content marketing just got easier Content marketing is one of today's growing marketing trends following fast on the heels of social media. It is marketing through creating and sharing content that potential customers find relevant, useful and valuable in order to attract, engage, convert and retain them. It's a strategy that requires careful thought, clear objectives and goals, and a deep understanding of your audience. It requires you to reach out to them with well-planned and well-produced content - in all forms and formats, offline as well as online. In this book we take a joined-up look at content marketing, the key principles that underpin it, and what it takes to put it into practice in a consistent and fully formed way. And we provide a practical framework for planning it and executing it successfully - whatever the size of your business or your marketing team. Adopting a content marketing approach is certainly not a short term, quick win tactic. But the chances are it could make a big difference to the effectiveness of your marketing. - Sunday: Adopt a content marketing mindset - Monday: Understand the different types of content - Tuesday: Develop your content marketing strategy - Wednesday: Get started with content planning - Thursday: Create compelling content - Friday: Get ready to share - Saturday: Learn how to measure success

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9781473608252

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Jane Heaton is a marketing consultant, content specialist and writer who helps people master the principles and practice of marketing and communications, from strategy to execution. A member of the CIM and a Chartered Marketer, Jane developed her business and marketing expertise in a small ad agency, in regional newspaper publishing and for brands such as Shell and Cable & Wireless - through hands-on experience and setting up and leading marketing teams. She started Jane Heaton Associates in 2000 to give businesses of all sizes access to expert marketing advice and skills - easily and cost effectively. As marketing becomes more complex, Jane believes marketers must be able to confidently apply the essential core principles of marketing and think in a joined-up way in order to manage the growing choice of tools and tactics and deploy them successfully. Today she uses her wide ranging experience and a blend of consultancy, mentoring, training, and coaching to enable individuals and teams to create well-written, well-produced content as part of a clear, focused marketing strategy. Find out more at www.janeheatonassociates.com, connect with Jane on LinkedIn at https://uk.linkedin.com/in/janeheaton and follow her on Twitter @janeheaton.

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