Table of Contents


Foreword by David Meerman Scott xv

About the authors xix

Acknowledgements and thanks xxi

First and foremost xxv

Our story and why you need this book xxv

Bonus 33 free templates xxxiii

Part I: How it all works 1

1 Your web universe: content, web and inbound marketing 3

Part II: Strategy 13

2 Web strategy: defining your buyer personas 15

3 Flagship content: the cornerstone of your web marketing 23

4 Content marketing: know, like and trust 31

Part III: Building home base 37

5 Web marketing metrics and reporting ROI 39

6 Building your own website 45

7 Landing pages: design, psychology and leads 63

Part IV: Content creation 75

8 Email marketing: the ultimate tool for web marketers 77

9 From blogging to content marketing: attracting leads, not just readers 89

10 Video, audio and image publishing: YouTube, webinars, infographics and podcasts 103

11 Publishing content and finding your editorial rhythm 113

Part V: Getting found 123

12 Search and keywords: search engine optimisation 125

13 PR on the web: influencer outreach 137

14 The secret to online is offline: events and speaking 149

15 How to sell online while keeping your integrity 161

Part VI: Social media 171

16 Social media in action: strategy and guidelines 173

17 LinkedIn: the essential social network for business 187

18 Facebook: a gold mine for marketers 197

19 Twitter: a communication revolution 207

Part VII: The future 221

20 The road ahead 223

Index 225

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