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Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media (Que Biz-Tech) von [Lieb, Rebecca]

Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media (Que Biz-Tech) Kindle Edition

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If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates. In Content Marketing, world-renowned digital content expert Rebecca Lieb offers all the detailed, actionable guidance you'll need. Lieb guides you through planning what you'll say online, how and where you'll say it, how often you'll communicate, and how you'll measure your effectiveness. She offers practical guidance for "listening" to conversations about your brand, products, and services, responding more effectively, and effectively informing those conversations. You'll learn how to use your digital content strategy to shape marketing, branding, PR, SEO, customer and media relations, blog content, social media initiatives, and of course, your website. Lieb drills down to offer detailed, actionable advice for issues such as choosing distribution channels making sure you don't run out of things to say making your content "findable" promoting two-way dialogue. Using her techniques, you can market far more effectively and personally build loyalty as you inform and entertain customers and reduce or even eliminate advertising costs. Think about it: why buy media when, today, you are the media?

Über den Autor und weitere Mitwirkende

Rebecca Lieb is a globally recognized expert on digital marketing, publishing, and media, and content strategy. She founded and led Econsultancy's US operations, was VP and editor-in-chief of The ClickZ Network for over seven years, and ran Search Engine Watch. She has held executive positions at strategic e-services consultancies including Siegel+Gale; and at global media companies including Universal Television ans Networks Group and Bertelsmann's RTL Television. She has written on media for The New York Times and The Wall Street Journal, and authored The Truth About Search Engine Optimization (FT Press), an best-seller.


  • Format: Kindle Edition
  • Dateigröße: 8768 KB
  • Seitenzahl der Print-Ausgabe: 240 Seiten
  • Gleichzeitige Verwendung von Geräten: Bis zu 5 Geräte gleichzeitig, je nach vom Verlag festgelegter Grenze
  • Verlag: Que Publishing; Auflage: 1 (14. Oktober 2011)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ISBN-10: 0132819139
  • ISBN-13: 978-0132819138
  • ASIN: B005ORA8FG
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Aktiviert
  • Durchschnittliche Kundenbewertung: Schreiben Sie die erste Bewertung
  • Amazon Bestseller-Rang: #351.468 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?


Es gibt noch keine Kundenrezensionen auf
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Die hilfreichsten Kundenrezensionen auf (beta) HASH(0x96471504) von 5 Sternen 44 Rezensionen
9 von 9 Kunden fanden die folgende Rezension hilfreich
HASH(0x9d29e090) von 5 Sternen Thought provoking but not a How To 22. Dezember 2011
Von Elisa 20 - Veröffentlicht auf
Format: Taschenbuch Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
I agree with the central point--that all who blog, Facebook, twitter, etc. are content publishers and should think of themselves (ourselves) as such and use marketing advice that is suitable for publishers in 2012. In other words, the very definition of publishing has changed and everyone in it should think about marketing as it relates to this changed world.

That said, as one of these "micro publishers" I was hoping this would be a "How to". It is well written by an obviously knowledgable author, but really isn't a How To, at least not for the vast majority of "publishers" who are not corporations. For that, because I think there is a broader expectation in the marketing of this book, it didn't get a 4 or 5 star review. The middle range reflects a balance between "author expertise and a worthwhile point of view" v. "lack of specifics for individual publishers who want to better market content".

I -do- think this might be a help to people applying for a corporate job as a content marketer--a growing field. Read it and incorporate some of the points into a job interview. I think it could be very helpful--in that context.
4 von 4 Kunden fanden die folgende Rezension hilfreich
HASH(0x96d10da4) von 5 Sternen Excellent overview of all aspects of content marketing 23. November 2011
Von Anthony Lawrence - Veröffentlicht auf
Format: Taschenbuch Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
Too many small businesses are totally unaware of the potential offered by the Internet. They may have a website, but it's really nothing more than a business card. For many years I have been telling my customers that they need to generate content if they want to stand out in the ocean of websites. I don't think any of them ever listened to me, but they certainly should and this book is what they should read now.

I can find fault with this, but it's minor. For example, if I had written the section on Social Bookmarking, I would have been sure to mention the dangers of only bookmarking your own content. However a later section goes into detail about curating other people's content.

I also found the books message on advertising to be a bit muddied. Page 7 tells us "on the internet, practically no one is searching for an ad." When I read that and the bit that followed about how content is better than advertising. I was wondering if she was about to denounce advertising entirely. No, not at all, as later sections make clear.

But I'm carping. In 200 pages or so, this really is a great fly-by of what you need to know. I'd recommend it for the owners or top managers of small to medium companies so that they can understand what their web and media people are up to. The examples of real companies are inspiring. Imagine a company with 73 separate blogs that share the common theme of selling the companies soldering products! Why 73? It's one for every keyword they identified.

This is current enough to include Google+, by the way, though not quite current enough to mention that G+ has opened business pages. I don't see that as any great problem, of course. This is the orientation book, the book you'd use to understand the landscape. Details are always changing and anybody who reads this surely understands that.
5 von 6 Kunden fanden die folgende Rezension hilfreich
HASH(0x98b509c0) von 5 Sternen Broad, but lacking in depth 11. Dezember 2011
Von Chen Sun - Veröffentlicht auf
Format: Taschenbuch Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
A broad-in-scope but lacking-in-depth book on content strategies--in style comparable to a first year college survey book. Covers at least 17 content marketing channels, and then PR, advertising, reputation management, customer service, distribution, workflow,....

For a content manager, this can be a brief reference book to find other resources. For those interested in working in content management, I believe the breadth of topics is overwhelming but as there is little depth, little can be used in actual practice.

Content is Cash, by Wendy Montes de Oca, I believe, is a superior book for most people interested in content management. The challenge, as Oca points out, is distribution of the content, which Oca's book focuses on. For most people, the challenge will be lesser in the content, as in Lieb's book.
2 von 2 Kunden fanden die folgende Rezension hilfreich
HASH(0x96d10cc0) von 5 Sternen You're at least as much a publisher as you are an advertiser 13. Dezember 2011
Von Matt - Veröffentlicht auf
Format: Taschenbuch Vine Kundenrezension eines kostenfreien Produkts ( Was ist das? )
This book highlights the shift in marketing from advertising to publishing. Its purpose it to help marketers think like publishers in order to take proper advantage of content marketing, which is an essential tool now more than ever before. It includes reviews of content channels (websites/social networks) and provides tips for utilizing each to engage your audience.

It explains:
-What content marketing IS
-Why it is vital to your online marketing efforts
-What kind of content YOU should be creating
-Digital Content Channels (social networks/online directories/Email, etc)
-Creating content for SEO (Search Engine Optimization)
-Listening and Responding to those who choose to consume your content
-Measuring your efforts
and more...

Whether you are just starting out with online/digital marketing or you have been at it for years, this book will undoubtedly give you new ideas for furthering your marketing efforts. It will help you to keep up with the shift that is taking place in marketing from direct to digital. The layout and flow of the book are well-constructed and the read is very enjoyable, although you will likely put it down on more than one occasion in order to jump on the computer and give something you just read a try!
2 von 2 Kunden fanden die folgende Rezension hilfreich
HASH(0x98b509cc) von 5 Sternen Help your stakeholders understand 25. November 2011
Von Jim Burns - Veröffentlicht auf
Format: Taschenbuch Verifizierter Kauf
Content Marketing is good book for people who want or need an initial understanding of Content Marketing.

I read it in a couple of hours on a plane ride. This makes it a good book to share with senior executives and others to help explain "why we're taking this approach to marketing". We all need that. We're all working with a few who "get it," surrounded by far too many who don't.

Given the significant mind, strategy and budget shifts required for organizations to pursue this course, making the case for content marketing is the first challenge proponents usually face.

Given the "dabbling" approaches and under performance organizations experience, having the plan and discipline to execute effectively is the next challenge.

Given the collaborative nature of content marketing, if the people we work with and require to provide key inputs (subject exerts) don't understand, the velocity, effectiveness and outcomes of this approach are significantly reduced. This book can help.
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