Content marketing for book publishers
•
2 gostaram•3,084 visualizações
The document discusses how content marketing can be applied in the book publishing industry. It outlines that book publishers are well-positioned for content marketing due to their expertise in curating and telling stories through long-form content. The document provides recommendations for book publishers on tactics for content marketing, such as blogging, hosting events, and partnering with other industries to create engaging content.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Content marketing for book publishers
Semelhante a Content marketing for book publishers (20)
Mais de Brian O'Leary
Mais de Brian O'Leary (15)
Último
Último (20)
Content marketing for book publishers
- 1. Content Marketing for Book Publishers #TechForum Brian O’Leary @brianoleary
- 4. Today’s talk • How conversion architectures work • How content marketing applies to book publishing • Why publishers are well-positioned to compete using content marketing • How publishers can be good content partners for other companies • What you can do now to test and prepare
- 5. Top 10 CM challenges • Budget (lack of) • Finding trained CM professionals • Gaps in knowledge and skills • Integration across marketing • Management buy-in/vision (lack of) • Measuring content effectiveness • Producing a variety of content • Producing content consistently • Producing engaging content • Technology-related challenges
- 6. Top 10 CM challenges Producing engaging content Producing content consistently Producing a variety of content Budget (lack of) Measuring content effectiveness Finding trained professionals Gaps in knowledge and skills Management buy-in Integration Technology issues 0% 15% 30% 45% 60% 45% 53% 58% 16% 22% 27% 30% 31% 40% 40%
- 7. How many approaches? • 3 • 5 • 7 • 10 • 12
- 8. Most frequently used CM tactics Social media content Blogs eNewsletters Articles on website Case studies Videos In-person events Illustrations/photos Online presentations White papers Infographics Webinars/webcasts 0% 25% 50% 75% 100% 59% 60% 64% 65% 68% 73% 74% 76% 79% 83% 87% 93%
- 9. The 12 most effective tactics • Blogs • Case studies • eBooks • eNewsletters • In-person events • Infographics • Microsites • Online presentations • Research reports • Videos • Webinars and webcasts • White papers
- 10. The 12 most effective tactics eBooks Webinars In-person events Videos Blogs eNewsletters Research reports Case studies White papers Microsites Online presentations Infographics 0% 17.5% 35% 52.5% 70% 65% 53% 55% 55% 57% 57% 58% 60% 60% 61% 62% 65%
- 11. – Hugh McGuire “A book is a discrete collection of text (and other media) that is designed by an author as an internally complete representation of an idea, or a set of ideas, emotions or set of emotions, and transmitted to readers in various formats.” An idea A set of ideas An emotion A set of emotions The basis for a conversation
- 13. How CM applies to book publishing
- 14. Why publishers are well positioned • In the business of linking content to markets • Established as content curators • Offer access to longer-form content • Recognize and know how to tell great stories
- 15. Linking content to markets • ARCs and galleys • Blads • “Search Inside The Book” and its equivalents • Journey maps
- 16. New York Rangers Fans Suffer From Gout
- 17. Publishers are accomplished curators • Provides value to readers • Creates opportunities to interact more frequently with those readers • Showcases content depth • Earns attention from target influentials
- 18. The web values longer-form content Sources: Neil Patel, SerpIQ, Garrett Moon
- 19. The web values longer-form content
- 20. Components of effective storytelling • High-quality content • Understand a target audience • Focused on niches • Unique style • Clear point of view
- 22. Good content partners • Industries and niches • Distinctive, high-quality content • Need not focus on the industry itself • Perceived effectiveness of eBooks offers an example
- 23. What to try now • Understand how search, social and referral marketing works • Inventory your content • Capitalize on the appeal of longer-form content • Measure what you do
- 24. What to try now • Blog about something readers care about • Think carefully about your calls to action • Nurture your infrastructure • Host a live event
- 26. Wrapping up … • How conversion architectures work • How content marketing applies to book publishing • Why publishers are well-positioned to compete using content marketing • How publishers can be good content partners for other companies • What you can do now to test and prepare