Foreword xi by Marcus Sheridan Preface xv Acknowledgments xvii About the Author xix Introduction: Your Content Marketing Transformation xxi Chapter 1 Building a Content Creation Framework 1 Why Does Your Business Need a Framework for Creating Content? 1 How Do You Build a Framework for Creating Content? 2 What Resources Do You Need to Build a Content Creation Framework? 10 Chapter 2 The Power of Storytelling 17 Why Does Your Business Need a Story? 17 How Do You Develop the Structure of Your Story? 19 What Does a Good Story Look Like? 27 Chapter 3 Generating Content Ideas 33 Why Do You Need a Process for Generating Content Ideas? 33 Where Do Ideas Come From? 35 How Do You Generate Ideas for Content Creation? 38 Chapter 4 Planning a Long-Term Content Strategy 49 Why Long-Term Content Planning Is Important 49 How Do You Build a Long-Term Content Strategy? 51 Chapter 5 Becoming an Effective Writer 65 Why Effective Writing Matters 65 How to Attract and Engage People with Effective Content 66 How to Improve Your Writing 73 Chapter 6 Creating a Blog Post 81 Why Does Blogging Help Your Business Grow? 81 How Do You Create a Successful Blog Post? 82 What Does a Successful Blog Post Look Like? 91 Chapter 7 Extending the Value of Your Content through Repurposing 99 Why Repurposing Content Is Important 99 How Do You Extend the Value of Your Content? 101 What's an Example of Repurposing Content? 117 Chapter 8 How to Effectively Promote Content 123 Why Content Promotion Is Important 123 Organic versus Paid Content Promotion 125 How to Excel at Content Promotion 128 What a Successful Content Promotion Campaign Looks Like 133 Chapter 9 Measuring and Analyzing Content 141 Why Measuring and Analyzing Content Is Important 141 How to Collect and Interpret Data 142 What to Do with Data after You've Collected It 152 Chapter 10 Developing a Growth Marketing Mentality 157 What Is Growth Marketing? 157 How Can You Develop a Growth Marketing Mindset? 158 What Are Some Growth Marketing Pro Tips? 165 Chapter 11 Creating Topic Clusters and Pillar Pages 171 Why Are Topic Clusters Important? 171 How Do You Create an Effective Topic Cluster and Pillar Page? 172 What's an Example of a Successful Pillar Page? 190 Chapter 12 The Results: Where to Go from Here 201 Glossary 203 Notes 207 Index 211
JUSTIN CHAMPION is a digital nomad, creating value from anywhere he can find a wireless connection. Justin has been a digital marketer since 2009, and currently serves as the Content Professor for HubSpot Academy. Justin created HubSpot Academy's Content Marketing Certification, a globally recognized course. HubSpot Academy's purpose is to educate and inspire people so that we, together, transform the way the world does business.