| Description |
1 online resource (xv, 255 pages) : illustrations |
| Summary |
"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"-- Provided by publisher. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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. |
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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. |
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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. |
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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. |
| Subject |
Marketing.
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Marketing -- Management.
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Customer relations -- Management.
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Business networks -- Management.
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Industrial promotion.
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Marketing |
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Marketing. |
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Marketing -- Gestion. |
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Réseaux d'affaires -- Gestion. |
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Promotion industrielle. |
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marketing. |
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Business networks -- Management |
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Customer relations -- Management |
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Industrial promotion |
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Marketing |
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Marketing -- Management |
| Other Form: |
Print version: Stelzner, Michael A. Launch. Hoboken, N.J. : Wiley, 2011 (DLC) 2011012873 |
| ISBN |
9781119202493 (electronic bk.) |
|
1119202493 (electronic bk.) |
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9781118102763 (electronic bk.) |
|
1118102762 (electronic bk.) |
|
1118102770 (electronic bk.) |
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9781118102770 (electronic bk.) |
|
1118102789 (electronic bk.) |
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9781118102787 (electronic bk.) |
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(hardback) |
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(hardback) |
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