Launch: How To Quickly Propel Your Business Beyond The Competition
商品資訊
ISBN13：9781118027233
出版社：John Wiley & Sons Inc
作者：Stelzner
出版日：2011/05/27
裝訂／頁數：精裝／272頁
規格：23.5cm*15.9cm*3.2cm (高/寬/厚)
商品簡介
This book will show you how to:
* Create highly sharable content that meets people's needs
* Identify and work with outside experts, many of whom will gladly promote your content
* Attract and retain raving fans that will help your business grow
* Creatively market and sell to people who will gladly purchase your products and services
Launch isn’t like other marketing books. Rather than making keen observations about others who’ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.
作者簡介
Michael A. Stelzner is the founder of SocialMediaExaminer.com—a popular online magazine that helps businesses answer social media questions with useful how-to articles, in-depth case studies, expert interviews, and original research. He also authored the book?Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.
目次
Preface.
Chapter 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.
Examples.
Elements Of The Elevation Principle.
Why The Formula Works.
Chapter 2: Starting Your Mission Plan.
Establishing Your Clear Vision.
Crafting Measurable Goals.
Setting Your Course Trajectory.
Chapter 3: Finding Inspiration By Looking Outward.
Identifying Role Models.
Leveraging Inspirational Content.
Setting Up An Idea Vault.
Creating A Discovery System.
Why The Outward Focus?
Chapter 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?
Chapter 5: Actively Engaging Other People.
Reciprocity Marketing.
The Importance Of Giving Genuine Gifts.
Using Social Proof.
Moving People To Action.
Why Engage?
Chapter 6: Making Content The Fuel Of Your Marketing.
Proof That Content Works.
What Makes For Great Content?
Creating An Editorial Guide.
Mapping An Editorial Calendar.
Why Content?
Chapter 7: Creating And Using Primary Fuel.
What Is Primary Fuel?
Comprehensive 'How To' Articles.
Expert Interviews.
Reviews.
Case Studies.
News Stories.
Contrarian Stories.
CHAPTER 8: Creating and Using Nuclear Fuel.
What Is Nuclear Fuel?
Reports Based On Surveys.
White Papers.
Top 10 Contests.
Micro Events.
What Does Caging Marketing Messages Mean?
How To Employ Marketing Messages.
The Last Word: The Elevation Principle Revisted.
Appendix: Primary Fuel Content Samples.
Comprehensive 'How To' Article.
Expert Interview.
Review.
Case Study.
Contrarian Story.
Glossary.
About Michael Stelzner.
Discover More About The Elevation Principle.
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