a Blog Publishing Process Applying Blog Headline Formulas Auditing a Blog Post Chapter 6: Taking Stock of 65 Blog Post Ideas Defeating Writer’s Block Creating Stellar Content without All the Fuss
5 Part 3: Generating Website Traffic Chapter 7: Building High-Converting Landing Pages Exploring the Types of Landing Pages Creating a Lead Capture Page Creating a Sales Page Grading a Landing Page Chapter 8: Capturing Traffic with Search Marketing Knowing the Three Key Players in Search Marketing Targeting Search Queries Optimizing Your Assets for Specific Channels Earning Links Chapter 9: Leveraging the Social Web Social Channels Facebook Instagram LinkedIn Twitter The Social Success Cycle Listening to the Social Web Influencing and Building Brand Authority Networking That Moves the Needle Selling on Social Channels Avoiding Social Media Mistakes Knowing When to Automate Chapter 10: Tapping into Paid Traffic Visiting the Traffic Store Understanding Traffic Temperature Choosing the Right Traffic Platform Setting up Boomerang Traffic Troubleshooting Paid Traffic Campaigns Chapter 11: Following Up with Email Marketing Understanding Marketing Emails Sending Broadcast and Follow-Up Emails Building a Promotional Calendar Creating Email Campaigns Writing and Designing Effective Emails Cuing the Click Getting More Clicks and Opens Ensuring Email Deliverability List Hygiene
6 Part 4: Measuring, Analyzing, and Optimizing Campaigns Chapter 12: Crunching Numbers: Running a Data-Driven Business Leveraging the Five Google Analytics Report Suites Understanding Where Your Traffic Is Coming From Tracking the Origins of Site Visitors Creating Goals to See Who’s Taking Action Segmenting Your Audience with Google Analytics Honing In on Your Audience Putting It All Together Chapter 13: Optimizing Your Campaigns for Maximum ROI Understanding Split Testing Selecting Page Elements to Optimize Getting Ready to Test Preparing to Launch Calling a Test Knowing How a Test Performed Analyzing the Test
7 Part 5: The Part of Tens Chapter 14: The Ten Most Common Digital Marketing Mistakes Focusing on Eyeballs Instead of Offers Failing to Talk about Your Customers (and Their Problems) Asking Prospects for Too Much, Too Soon Being Unwilling to Pay for Traffic Being Product Centric Tracking the Wrong Metrics Building Assets on Other People’s Land Focusing on Your Content’s Quantity Instead of Quality Not Aligning Marketing Goals with Sales Goals Allowing “Shiny Objects” to Distract You