Bob’s Weekly Reading Picks

2019.7.14 volume 27

Content

1.Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
2. Don’t Make Me Think: A Common Sense Approach to Web Usability
3. Influence: The Psychology of Persuasion
4. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
5. Permission Marketing: Turning Strangers into Friends and Friends into Customers 
6. Contagious: Why Things Catch On
7. Youtility: Why Smart Marketing Is about Help Not Hype

This weekly pick is a little bit different. I would like to recommed some books to you. These books may seem outdated but they are still worth reading. I list the table of conents for your reference below.

If you want to know more, check the latested digital marketing guides, as well as the marketing books collection.

Happy Reading!

1.Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less

Introduction

Part I: Content Marketing—there and Back again
Chapter 1 What Is Content Marketing?
Chapter 2 The History of Content Marketing
Chapter 3 Why Content Marketing?
Chapter 4 The Business Model of Content Marketing
Chapter 5 The Business Case for Content Marketing
Chapter 6 Tomorrow’s Media Companies

Part II: Defining Your Content Niche and Strategy
Chapter 7 More Right or Less Right
Chapter 8 What Is Epic Content Marketing?
Chapter 9 The Goal of Subscription
Chapter 10 The Audience Persona
Chapter 11 Defining the Engagement Cycle
Chapter 12 Defining Your Content Niche
Chapter 13 The Content Marketing Mission Statement

Part III: Managing the Content Process
Chapter 14 Building Your Editorial Calendar
Chapter 15 Managing the Content Creation Process
Chapter 16 Content Types
Chapter 17 Finding Your Content Assets
Chapter 18 Extracting Content from Employees
Chapter 19 The Content Platform
Chapter 20 The Content Channel Plan in Action

Part IV: Marketing Your Stories
Chapter 21 Social Media for Content Marketing
Chapter 22 Alternative Content Promotion Techniques
Chapter 23 Leveraging a Social Influence Model for Content Marketing

Part V: Making Content Work
Chapter 24 Measuring the Impact of Your Content Marketing
Chapter 25 The Evolution of Your Epic Story

2. Don’t Make Me Think: A Common Sense Approach to Web Usability

Introduction

Guiding Principles
Chapter 1. Don’t make me think!

Chapter 2. How we really use the Web
FACT OF LIFE #1: We don’t read pages. We scan them.
FACT OF LIFE #2: We don’t make optimal choices. We satisfice.
FACT OF LIFE #3: We don’t figure out how things work. We muddle through.

Chapter 3. Billboard Design 101
Conventions are your friends
Create effective visual hierarchies
Break up pages into clearly defined areas
Make it obvious what’s clickable
Keep the noise down to a dull roar
Format text to support scanning

Chapter 4. Animal, Vegetable, or Mineral?

Chapter 5. Omit Needless words
Happy talk must die
Instructions must die
And now for something completely different

Things You Need to Get Right
Chapter 6. Street signs and Breadcrumbs
Chapter 7. The Big Bang Theory of Web Design

Making Sure You Got them Right
Chapter 8. “The Farmer and the Cowman Should Be Friends”
Chapter 9. Usability testing on 10 cents a day

Larger Concerns and Outside Influences
Chapter 10. Mobile: It’s not just a city in Alabama anymore
Chapter 11. Usability as common courtesy
Chapter 12. Accessibility and you
Chapter 13. Guide for the perplexed

3. Influence: The Psychology of Persuasion

Introduction

Chapter1 Weapons of Influence
Chapter2 Reciprocation: The Old Give and Take…and Take
Chapter3 Commitment and Consistency: Hobgoblins of the Mind
Chapter4 Social Proof: Truth Are Us
Chapter5 Liking: The Friendly Thief
Chapter6 Authority: Directed Deference
Chapter7 Scarcity: The Rule of the Few

Epilogue

4. Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

Introduction

Round1 The Setup
Round2 The Characteristics of Great Content and…
Round3 Storytell on Facebook
Round 4 Listen Well on Twitter
Round5 Glam It Up on Pinterest
Round6 Creat Art on Instagram
Round7 Get Animated on Tumblr
Round8 Opportunities in Emerging Networks
Round9 Effort
Round10 All Companies Are Media Companies
Round11 Conclusion
Round12 Knockout

5. Permission Marketing: Turning Strangers into Friends and Friends into Customers 

Introduction

ONE The Marketing Crisis That Money Won’t Solve
TWO Permission Marketing—The Way to Make Advertising Work Again
THREE The Evolution of Mass Advertising
FOUR Getting Started—Focus on Share of Customer, Not Market Share
FIVE How Frequency Builds Trust and Permission Facilitates Frequency
SIX The Five Levels of Permission
SEVEN Working with Permission as a Commodity
EIGHT Everything You Know About Marketing on the Web Is Wrong!
NINE Permission Marketing in the Context of the Web
TEN Case Studies
ELEVEN How to Evaluate a Permission Marketing Program
TWELVE The Permission FAQ

6. Contagious: Why Things Catch On

Introduction: Why Things Catch On

1. Social Currency
2. Triggers
3. Emotion
4. Public
5· Practical Value
6. Stories

Epilogue

7. Youtility: Why Smart Marketing Is about Help Not Hype

Part I: Turning Marketing Upside Down
Chapter1 Top-of-Mind Awareness
Chapter2 Frame-of-Mind Awareness
Chapter3 Friend-of-Mine Awareness

Part II: The Three Facets of Youtility
Chapter4 Self-Serve Information
Chapter5 Radical Transparency
Chapter6 Real-Time Relevancy

Part III: Six Blueprints to Create Youtility
Chapter7 Identify Customer Needs
Chapter8 Map Customer Needs to Useful Marketing
Chapter9 Market Your Marketing
Chapter10 Insource Youtility
Chapter11 Make Youtility a Process, Not a Project
Chapter12 Keeping Score

Youtility: An Easy Reference Guide