Content Marketing für Dummies

In this book, you will learn how to successfully use content marketing to generate attention, attract new customers, and retain existing customers in the long term. You will also receive tips on how to apply content strategies in employer branding to recruit new employees. The book helps you plan and create content that clearly addresses the needs of your target audience. You will learn how to create buyer personas and map out your customers' journey, the customer journey. Accompanied by many examples, you will be guided step by step through the various phases of the content marketing process, from planning to measuring success. You will discover a wide range of content formats and tools that allow you to create and virally distribute surveys, infographics, videos, and social media posts. This book also provides answers to questions about how to build a blog, design a newsletter, and utilize social media. Finally, you will be introduced to the basics of search engine optimization.