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LEADER 00000cam a2201045Ma 4500
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008 110325s2011 njua ob 001 0 eng d
010 2011012873
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020 1119202493|q(electronic bk.)
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020 1118102762|q(electronic bk.)
020 1118102770|q(electronic bk.)
020 9781118102770|q(electronic bk.)
020 1118102789|q(electronic bk.)
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049 INap
082 04 658.8
082 04 658.8|222
099 eBook O’Reilly for Public Libraries
100 1 Stelzner, Michael A.
245 10 Launch :|bhow to quickly propel your business beyond the
competition /|cMichael A. Stelzner.|h[O'Reilly electronic
resource]
260 Hoboken, N.J. :|bWiley,|c2011.
300 1 online resource (xv, 255 pages) :|billustrations
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
504 Includes bibliographical references and index.
505 0 LAUNCH HOW TO QUICKLY PROPEL YOUR BUSINESS BEYOND THE
COMPETITION; Contents; Preface; Acknowledgments; 1 Rockets
Don't Fly Themselves; The Problem with Marketing; The
Internet as the Great Paralyzer; Meet the Enemy: Channel
Overload Syndrome; Do People Really Trust Your Business?;
Introducing the Elevation Principle; Elements of the
Elevation Principle; Why the Formula Works; 2 Starting
Your Mission Plan; Establishing Your Clear Vision;
Crafting Measurable Goals; Setting Your Course Trajectory;
3 Finding Inspiration by Looking Outward; Identifying Role
Models; Leveraging Inspirational Content.
505 8 Setting Up an Idea VaultCreating a Discovery System; Why
the Outward Focus?; 4 Leveraging the Power of Other
People; The Power of Other People; Who Do You Want to
Reach?; Developing Profiles for Your Ideal Reader Base;
How to Identify the Problems and Desires of Your Reader
Base; What Problems Are They Facing?; Working with Outside
Experts; Leveraging Fire Starters; Why Focus on Other
People?; 5 Actively Engaging Other People; Reciprocity
Marketing; The Importance of Giving Genuine Gifts; Using
Social Proof; Moving People to Action; Why Engage?; 6
Making Content the Fuel of Your Marketing.
505 8 Proof That Content WorksWhat Makes for Great Content?;
Creating an Editorial Guide; Mapping an Editorial
Calendar; Why Content?; 7 Creating and Using Primary Fuel;
What Is Primary Fuel?; Comprehensive How-to Articles;
Expert Interviews; Reviews; Case Studies; News Stories;
Contrarian Stories; 8 Creating and Using Nuclear Fuel;
What Is Nuclear Fuel?; Reports Based on Surveys; White
Papers; Top 10 Contests; Micro Events; 9 How to Employ
Marketing; What Does ''Caging Marketing Messages'' Mean?;
How to Employ Marketing Messages; The Last Word: The
Elevation Principle Revisited.
505 8 Appendices: Primary Fuel Content SamplesAppendix A:
Comprehensive How-to Article; Appendix B: Expert
Interview; Appendix C: Review; Appendix D: Case Study;
Appendix E: Contrarian Story; Glossary; About the Author;
Discover More About the Elevation Principle; Index.
520 "Successful marketers share something in common-they
produce engaging and interesting content that meets the
insatiable demand for "how to" information. The best
marketers don't need to sell themselves; instead, they
demonstrate their expertise by the content they produce,
the ideas they showcase, the success stories they share,
and the people they attract. By giving a platform to other
successful peers, marketers can build strategic alliances,
quickly grow a large following, and dominate their
industry. The book teaches how to successfully build your
own platform through content marketing while praising and
working with competitors. It teaches skills that when
applied, will cause peers and industry power players to
seek opportunities to partner with your business. The book
explains how to(a) create excellent content OR talk about
excellent content, (b) get content in front of the right
people, (c) capture names and grow a following, (d) use
leverage to build partnerships and relationships, (e) sell,
and(f) repeat the process. Following a combination of the
methods outlined in this book will bring you both a large
community of potential customers as well as an
understanding of how to best sell and promote yourself to
this valuable group"--|cProvided by publisher.
588 0 Print version record.
590 O'Reilly|bO'Reilly Online Learning: Academic/Public
Library Edition
650 0 Marketing.
650 0 Marketing|xManagement.
650 0 Customer relations|xManagement.
650 0 Business networks|xManagement.
650 0 Industrial promotion.
650 2 Marketing
650 6 Marketing.
650 6 Marketing|xGestion.
650 6 Réseaux d'affaires|xGestion.
650 6 Promotion industrielle.
650 7 marketing.|2aat
650 7 Business networks|xManagement|2fast
650 7 Customer relations|xManagement|2fast
650 7 Industrial promotion|2fast
650 7 Marketing|2fast
650 7 Marketing|xManagement|2fast
776 08 |iPrint version:|aStelzner, Michael A.|tLaunch.|dHoboken,
N.J. : Wiley, 2011|w(DLC) 2011012873
856 40 |uhttps://ezproxy.naperville-lib.org/login?url=https://
learning.oreilly.com/library/view/~/9781118102787/?ar
|zAvailable on O'Reilly for Public Libraries
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