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Valuable Content Marketing: How to make quality content the key to your business success [Paperback]

Sonja Jefferson , Sharon Tanton
5.0 out of 5 stars  See all reviews (4 customer reviews)

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Book Description

February 28, 2013 0749465808 978-0749465803 Reprint

Content marketing is the art of communicating with customers and the target audience without selling. It involves the sharing of information, rather than pitching products and services. As traditional marketing becomes less and less effective, today's marketers need to rethink what they've learned about sales and marketing communication. In order to keep current customers, engage potential customers and make a business stand out from the crowd, they need to create content that is both relevant and valuable.

Valuable Content Marketing is written for this business environment showing readers how to generate business through creating compelling marketing content and distributing it effectively. The authors show how to create and share the type of information that clients, customers and search engines really want - on a website, using social media and through traditional print methods. Getting it right means a huge opportunity to connect with clients and customers in ways they appreciate and trust.

Jefferson and Tanton explain how to go beyond artfully produced information to content that is of real value to the target audience. Whether starting a business or looking to grow, their book shows marketers and business owners how to get better results from their marketing efforts.

Readers will learn: the content options available and how to choose the right channel, what type of information to post on Twitter, Facebook and LinkedIn as well as business blogs and websites, how to define your market niche, how to increase SEO and so much more.

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Valuable Content Marketing: How to make quality content the key to your business success + Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
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Editorial Reviews

Review


"Valuable content is the focus of all successful marketing today. This book tells you why this is true, and how to play in the new game." --Charles H Green, author of The Trusted Advisor

"[I]f you're getting started with content marketing...check out the Valuable Content Marketing book and add it to your library. You'll learn a lot, and (hopefully) enjoy the process." --Christopher Butler, Chief Operating Officer, Newfangled 

"As experienced writers, the authors give plenty of useful advice on such topics as how to stop procrastinating, how to be engaging, and how to fit writing into a busy work schedule...a compelling case for the potential marketing advantages of valuable content...[A] consistent flow of valuable content...is also an advantage because it creates a barrier to entry for your competitors, providing you with a valuable opportunity to differentiate your business if you are prepared to invest significant time and energy." --John Gibbs, Notary Public 

"Valuable Content Marketing is a very readable, practical and downright useful introduction to a sometimes confusing marketing strategy...Buy the book. Read it. Keep it away from your competitors." --Lee Frederiksen, Hinge Marketing

"[T]his book contains and explains all the tools and resources needed for marketers and business owners at any experience and technology level. It is a must-have reference. It will change the way the informed, traditional marketer markets." --New York Journal of Books 

"[T]he quintessential guide to starting, sustaining, and prospering from a marketing model based solely on informing, educating and inspiring potential clients...a great 'laptop-side' reference for any firm that's thinking about shifting its marketing towards content." --Rattleback

"[A] must-read for any sales, marketing, or communications professional. It is an excellent guide for small buisness owners and service providers...offers insightful case studies that illustrate how businesses have successfully and creatively executed the concepts behind valuable content marketing."
--Business Book Summaries

"When well executed, content marketing provides solid branding, augments search engine optimization when paired with a blog and enhances a business presence across numerous social media platforms. The book Valuable Content Marketing will work wonders to help your business achieve those benefits." --Small Biz Trends

 

Sales, branding and marketing professionals and small business owners

Book Description

How to produce marketing content in a clear, compelling, cost-effective way

Product Details

  • Paperback: 248 pages
  • Publisher: Kogan Page; Reprint edition (February 28, 2013)
  • Language: English
  • ISBN-10: 0749465808
  • ISBN-13: 978-0749465803
  • Product Dimensions: 0.5 x 6 x 9.5 inches
  • Shipping Weight: 13.4 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Best Sellers Rank: #1,055,133 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars A compelling way to differentiate your business January 17, 2013
Format:Paperback
Old-style marketing no longer works for today's savvy, cynical, connected buyers. People can research online in minutes. Your products and services need to be found quickly and stand up to scrutiny. That is where marketing with valuable content matters, according to Sonja Jefferson and Sharon Tanton in this book.

Valuable content is content which: educates, informs or entertains; is relevant to its target audience; tells a story that people understand; is well-produced; and is written by people who care. Valuable content can help you deliver five things that businesses need to stand out from the crowd on the Internet:

* Getting discovered by prospective customers
* Differentiating yourself from your competitors
* Becoming the subject of people's conversations and referrals
* Being remembered when the time comes to buy; and
* Enabling people to learn to like and trust you

So how do you go about generating and then using valuable content? The authors recommend blogging as an easy way to publish your content, supported by social media ( in particular Twitter, Linked-In and Facebook), email newsletters, search-engine optimisation, a content-rich website, e-books, video and audio. As experienced writers, the authors give plenty of useful advice on such topics as how to stop procrastinating, how to be engaging, and how to fit writing into a busy work schedule.

In my view the authors have made a compelling case for the potential marketing advantages of valuable content. The major drawback is that it takes an enormous amount of effort to create a consistent flow of valuable content. On the other hand, this is also an advantage because it creates a barrier to entry for your competitors, providing you with a valuable opportunity to differentiate your business if you are prepared to invest significant time and energy.
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5.0 out of 5 stars Just straight to the point April 29, 2014
Format:Kindle Edition|Verified Purchase
This is a great book for anyone who is getting into content marketing world or is already in there but looks for something new to work with. The way how the authors bring their ideas forward is captivating, we can clearly see that they really "write from the heart"!

The only point that perhaps could have some extra attention here is the relationship between eCommerce and Content Marketing. These two areas are almost merging nowadays and a chapter on eCommerce would be quite valuable. Anyway, this is not a criticism, but rather a suggestion for future works!
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5.0 out of 5 stars A Valuable Book on Content Marketing July 18, 2013
Format:Kindle Edition
Jefferson and Tanton have written an extremely practical and accessible guide to content marketing. If you haven't yet been persuaded of the value of content marketing, the early sections of the book will explain why content is king.

Then they move right into the how-to: how to blog for business, how to use social media, how to create e-books and white papers, how to make the content of your videos and podcasts good, how to use guest blogging to extend your reach, how to end up with a good website.

The book contains no technical information. That is, you won't find out how to produce your e-book here. It has lots of suggestions and guidelines for creating excellent content and some suggestions about communicating with tech people who are turning that content into consumable products.

The final chapter offers checklists.You might want to begin there to see where your business currently stands when it comes to content. You can read the book straight through, but the separate sections also stand alone if you want to turn to your highest priority topics first.

The tone of the book is friendly, conversational, and down to earth. People with little tech or marketing background will find the book easy to read and understand -- and experienced content marketers will probably still find new ideas, inspiration, and perhaps the push they need to get that next project started.
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5.0 out of 5 stars Wonderfully Useful and Accessible March 15, 2013
Format:Paperback
As someone who regularly consults professional services firms on how to get started with content, I can comfortably say this is one of the most useful and accessible books written on the topic. Chock full of helpful advice, case studies, and "how to" guides, Valuable Content Marketing is a really "valuable piece of content dedicated solely to content."
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