Publisher's Synopsis
The sales process has changed dramatically over the past ten years, mostly thanks to buyers' reliance on the Internet as the "go to" source to learn about products or services they're looking for.
Today's buyers go online to find answers before making a purchase decision and routinely progress through 60 percent of the sales process before ever contacting a sales rep.
To win, companies need to build an online library of useful marketing content that can be easily found on the Internet. However, content marketing means more than simply creating a company blog filled with thinly veiled sales pitches - it creates an ongoing conversation with your customers, a conversation you guide with helpful advice and timely, relevant information.
If you're responsible for writing or managing content generation, this book is for you.
Mastering Content Generation introduces you to the skills you need to consistently produce fresh content in an efficient manner. Veteran content writer Paula Heikell guides you through the demanding but vital process of writing for today's online buyers.
You'll discover:- How to identify and write for your audience.
- The importance of creating buyer personas.
- How to identify keywords, topics and sources.
- How to write quality blogs, newsletters, case studies, web pages, white papers, and press releases.
- The elements of writing for search engine optimization (SEO) as well as for readers.
- Ways to recycle and reuse existing content.
You'll learn to streamline the process and avoid common mistakes that limit your content's effectiveness. Most importantly, you'll discover how to thrive in the demanding but vital world of content marketing.
