This book covers the principles and context of expertise-driven marketing. It dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It contains 8 fundamental rules of effective article writing.
This book covers the principles and context of expertise-driven marketing. It dispels myths about article writing, discusses the core principles that drive expertise-driven marketing, and identifies similarities between relationship-driven marketing and expertise-driven marketing. It contains 8 fundamental rules of effective article writing.
Acknowledgmentsvii About the Authorix Forewordxi Introductionxv How To Use This Bookxix Section I: Expertise-Driven Marketing 1 .Core Principle of Expertise-Driven Marketing1 2 .Myths of Expertise-Driven Marketing3 Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3 Myth No 2: Nobody Ever Gets a New Client from Writing an Article5 Myth No 3:You Need a Title to Market Yourself as an Expert8 Myth No . 4: Clients Don't Read Articles9 Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9 Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10 Myth No . 7: Experts Have a Halö Effect10 Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12 Myth No 9:You Have to Be an Expert to Engage in Expertise-Driven Marketing13 Myth No 10: Publishing an Article Is Giving the Milk Away for Free13 3Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing15 4 .Expertise-Driven Marketing Can Facilitate Relationships19 Section II: Rules of Writing 5 .Rule 1: Efficient Writing25 Rule 1 (Efficient Writing): Frequently Asked Questions35 6 .Rule 2: Short41 Rule 2 (Short): Frequently Asked Questions68 7 .Rule 3: Business Practical73 Rule 3 (Business Practical): Frequently Asked Questions82 8 .Rule 4: Shelf Stable87 Rule 4 (Shelf Stable): Frequently Asked Questions95 9 .Rule 5: Recycling and the Rule of Threes99 Rule 5 (Rule of Threes): Frequently Asked Questions108 10 . Rule 6: Metrics113 Rule 6 (Metrics): Frequently Asked Questions130 11 . Rule 7: Repetition and Stockpiling137 Rule 7 (Repetition and Stockpiling): Frequently Asked Questions141 12 . Rule 8: Do It Yourself145 Rule 8 (Do It Yourself): Frequently Asked Questions148 Section III: Additional Considerations 13 . Deviating from the Rules155 14 . Goal Setting157 15 . Developing Expertise161 16 . Choosing Your Area of Expertise165 17 . Campaigns173 18 . Identifying Good Publication Sources175 19 . Social Media179 Contents v Appendix A: Practice Identifying Popular Article Titles183 Practice Sheet 1183 Practice Sheet 2187 Appendix B: Sample Article Structures191 1 . The Overview 191 2 . The Frequently Asked Question 194 3 . The Fear Dispeller 196 4 . The Five-Step Program ; the Ten-Step Program 200 5 . The Tracker 202 6 . The Industry Benchmark 203 APPENDIX C: Sample Publication Calendars205 JANUARY205 FEBRUARY206 MARCH207 APRIL208 MAY209 JUNE210 JULY211 AUGUST212 SEPTEMBER213 OCTOBER214 NOVEMBER215 DECEMBER216 APPENDIX D: Sheet for Article Self-Analysis217 Index219
Acknowledgmentsvii About the Authorix Forewordxi Introductionxv How To Use This Bookxix Section I: Expertise-Driven Marketing 1 .Core Principle of Expertise-Driven Marketing1 2 .Myths of Expertise-Driven Marketing3 Myth No 1: Nobody Has Ever Gotten Work from Writing an Article3 Myth No 2: Nobody Ever Gets a New Client from Writing an Article5 Myth No 3:You Need a Title to Market Yourself as an Expert8 Myth No . 4: Clients Don't Read Articles9 Myth No 5: Writing a Single Article Is Expertise-Driven Marketing9 Myth No 6: Writing Three Articles Is Expertise-Driven Marketing10 Myth No . 7: Experts Have a Halö Effect10 Myth No 8: Work Driven by Expertise-Driven Marketing Is Not Portable12 Myth No 9:You Have to Be an Expert to Engage in Expertise-Driven Marketing13 Myth No 10: Publishing an Article Is Giving the Milk Away for Free13 3Five Similarities between Expertise-Driven Marketing and Relationship-Driven Marketing15 4 .Expertise-Driven Marketing Can Facilitate Relationships19 Section II: Rules of Writing 5 .Rule 1: Efficient Writing25 Rule 1 (Efficient Writing): Frequently Asked Questions35 6 .Rule 2: Short41 Rule 2 (Short): Frequently Asked Questions68 7 .Rule 3: Business Practical73 Rule 3 (Business Practical): Frequently Asked Questions82 8 .Rule 4: Shelf Stable87 Rule 4 (Shelf Stable): Frequently Asked Questions95 9 .Rule 5: Recycling and the Rule of Threes99 Rule 5 (Rule of Threes): Frequently Asked Questions108 10 . Rule 6: Metrics113 Rule 6 (Metrics): Frequently Asked Questions130 11 . Rule 7: Repetition and Stockpiling137 Rule 7 (Repetition and Stockpiling): Frequently Asked Questions141 12 . Rule 8: Do It Yourself145 Rule 8 (Do It Yourself): Frequently Asked Questions148 Section III: Additional Considerations 13 . Deviating from the Rules155 14 . Goal Setting157 15 . Developing Expertise161 16 . Choosing Your Area of Expertise165 17 . Campaigns173 18 . Identifying Good Publication Sources175 19 . Social Media179 Contents v Appendix A: Practice Identifying Popular Article Titles183 Practice Sheet 1183 Practice Sheet 2187 Appendix B: Sample Article Structures191 1 . The Overview 191 2 . The Frequently Asked Question 194 3 . The Fear Dispeller 196 4 . The Five-Step Program ; the Ten-Step Program 200 5 . The Tracker 202 6 . The Industry Benchmark 203 APPENDIX C: Sample Publication Calendars205 JANUARY205 FEBRUARY206 MARCH207 APRIL208 MAY209 JUNE210 JULY211 AUGUST212 SEPTEMBER213 OCTOBER214 NOVEMBER215 DECEMBER216 APPENDIX D: Sheet for Article Self-Analysis217 Index219
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