Praise for Valuable Content Marketing -- CONTENTS -- About the authors -- Introduction -- What you will learn in this book -- Who this book is for -- Our story -- How to use this book -- Part ONE Why VALUABLE CONTENT? -- 01 Marketing has changed. Have you? -- The business development challenge -- How successful businesses are marketing themselves today -- What are these companies doing right? -- The three factors transforming buyer behaviour -- The new buyer mentality -- Buyers prefer valuable content -- Take action -- 02 What is valuable content and why it wins you business -- What we mean by valuable content -- The rise of valuable content as a smart marketing choice -- Five vital things every business needs, and valuable content delivers -- The wider benefits to your business -- How valuable content connects you with your customers -- Take action -- 03 'What do I say?' Guiding principles for your valuable content -- Seven guiding principles for your content (and a very different marketing mindset) -- How to find stuff to write about -- Quick ideas starters -- Take action -- Part TWO What VALUABLE CONTENT? -- 04 Start with a blog -- Some blogging basics -- Why blog? -- How to create a successful business blog -- How to write a valuable blog article -- A simple template for your blog articles -- Blogging Q and A -- Take action -- 05 Distribute your valuable content using social media -- Social networks - the main arenas for businesses -- Which tool is best for sharing content? -- Valuable content guidelines for all social networks -- Vary the content you share by platform -- How to be valuable on Twitter -- How to be valuable on LinkedIn -- How to be valuable on Facebook -- Take action -- 06 Keep in touch with engaging email newsletters -- The importance of keeping in contact -- Email newsletters the valuable way.

How to build an engaged mailing list -- An alternative way to keep in touch - autoresponder emails -- Take action -- 07 Get search engine savvy -- Why you should care about search engines -- What search engines want -- Top five ways to optimize your content for search -- Take action -- 08 Your valuable website -- The role of a good business website -- More library than online brochure -- Traditional website vs valuable website -- Guidelines for a valuable website -- Think content first (before you get the web designers in) -- Instructions for your web designer/developer -- Ideas for key sections of your site -- Tips for writing the content on your website -- Take action -- 09 Add deeper written content: white papers, e-books and books -- The benefits to your business of deeper content -- Your deeper written content options -- What deeper content to choose when? -- 10 top white paper and e-book writing tips -- Should you make people fill out a form to download your content? -- The importance of a strong landing page -- Great content needs great design -- Repurposing your content -- Take action -- 10 Diversify with different formats -- video, audio and more -- Different formats to connect with more people -- The rise and rise of video content -- Where to start with video -- Working with a video company -- Wonderful webinars -- The power of infographics -- Podcasts for business -- Online games as sales tools -- Mobile apps -- Take action -- 11 Widen your reach: take your content on tour -- How valuable content wins you PR opportunties -- Getting your content published in industry-leading media -- The etiquette of guest blogging -- Making the most of speaker opportunities -- Take action -- 12 Valuable content for salespeople -- How to use content to start sales conversations -- Valuable content, not brochures.

Tips for valuable content sales campaigns -- The art of good sales copy -- Valuable content and the power of good sales follow-up -- Bringing sales and marketing closer together -- Take action -- Part THREE How TO MAKE YOUR MARKETING VALUABLE? -- 13 How to write content your customers will value -- Make your writing valuable -- How to be engaging -- How to write less and say more -- Help with headlines -- Making time for writing -- Making writing manageable -- The importance of editing -- How to stop procrastinating and just do it! -- Take action -- 14 Making it happen: seven steps to success -- Seven steps to success with valuable content -- Step 1 Know your business objectives -- Step 2 Be clear on what you will talk about -- Step 3 Pick the right mix of content creation and distribution tools -- Step 4 Make sure your website is up to the job -- Step 5 Plan like a publishing pro with a content calendar -- Step 6 Put the right team together -- Step 7 Measure, refine, learn and continue -- CONCLUSION -- Additional Resources -- How valuable is your content now? -- 'Get to know your customers' template -- No-nonsense glossary of SEO terms -- Checklist for your website content -- Questions to help you write a good case study -- Planning questions for deeper written content -- Quoted experts and recommended reading -- Acknowledgements -- Index.