Chapter 5: Making Contact Through Content Delivery ...............................................30 Content Delivery Vehicles .................................................................................31 Your Company’s Website ..............................................................................31 Other Websites You Can Control ...................................................................32 Social Media Channels ................................................................................34 Your e-Newsletter ........................................................................................ 36 Direct Marketing Channels ...........................................................................37 Industry Influencers ....................................................................................37 Partners for Co-Marketing ...........................................................................37 Paid Channels ............................................................................................ 37 Content Delivery Programs ................................................................................38 Campaigns ................................................................................................. 38 Relationship Marketing ................................................................................38 Creating a Comprehensive Content Delivery Strategy ...........................................39 Chapter 6: Creating Conversions to Move Your Buyer Through the Sales Funnel ..........40 Building a Community of Fans, Followers, and Subscribers ..................................41 How to Get Your Audience to Convert ................................................................43 Chapter 7: Managing and Measuring Your Content Factory ........................................47 Establishing a Content Rhythm ........................................................................48 Building the Tools You Need to Run Your Content Factory ....................................49 Measuring Your Content Factory and Analyzing the Results ..................................51 Holding Frequent Retrospectives .......................................................................55 Chapter 8: Start Having Impact in Just One Week ....................................................57 End Note ............................................................................................................. 60 Appendix ............................................................................................................. 61 Additional Resources for Developing a Content Strategy ......................................61 Tips for Creating Buyer Personas ..................................................................61 61 Conversion Goals to Consider ..................................................................62 Types of Content to Use at Each Stage of the Buyer Journey............................64