“Wendy’s book is an impressively thorough account of the marketing options open to Internet businesses today. I have it within reach of my desk and I intend to make good use of it.” –Michael Masterson, Publisher, Agora, Inc., Early to Rise   You’ve already got great content — now, monetize it!   Dozens of top publishers, marketers, business owners, and entrepreneurs are already using Wendy Montes de Oca’s SONAR Content Distribution ModelTM to earn amazing ROI from content they already have. You can, too—even if you’ve never done Internet marketing before! Content Is Cash shows you how to systematically integrate and synchronize today’s best web marketing techniques to drive more traffic, buzz, leads, and sales for your business. It’s not theory. It’s a proven, cost-effective and real-world strategy allowing anyone with content to turn traffic into profits...and the results are quantifiable!   Inside you’ll find powerful, easy, and virtually no cost ways to maximize content syndication, online PR, social networking and bookmarking, article directories, and guerrilla marketing inforums and message boards…to achieve breakthrough results on even the smallest budget!   You’ll Learn How To: • Discover and leverage useful, valuable, actionable content you didn’t know you had • Drive more value from content by repurposing, repackaging, refreshing, re-bundling, and republishing • Create more visibility, traffic, and awareness for your website and brand • Link content more tightly with prospecting and sales initiatives • Syndicate and aggregate content to extend its reach • Make your content easier to find on the Web—simply and inexpensively • Adapt your strongest content into high-performing online press releases • Encourage viral marketing, pass-along readership and word-of-mouth buzz • Measure your performance against the 3 O’s: outputs, outcomes, and objectives • Apply SONAR techniques and increase search engine presence, organic visits, lead generation, and sales efforts • Use SONAR with other tactics such as affiliate marketing, joint ventures, online advertising, ad swaps, guest editorials and more  

Table of Contents:
    Foreword by Bob Bly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .XI     Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 1 Content Rules! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7     Hidden Places to Find Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . .11     Old Newsletters, Articles, and Blog Posts . . . . . . . . . . . . . . . . . . . . . .11     Old or Outdated Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12     Bonus Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12     Events: Teleseminars, Conferences, Webinars, and More . . . . .12     Interviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13     General Website Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 2 Online Content Syndication: What You Need to Know. . . . . . . 15     Content Syndication Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17     Content Aggregators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18     The Art of Article (Content) Marketing . . . . . . . . . . . . . . . . . . . . . . .18     Content Syndication and Search Engines:         Debunking the Duplicate Content Myth . . . . . . . . . . . . . . . . . . .19         The Article Directory: The Nucleolus of Your Web Content Marketing Efforts . . . .21     Secrets to Successful Article Marketing and Keyword Selection . .                            . .24     Choosing the Right Article Directory: The Importance of Rank and Relevance? . . . . . . .30     To Outsource or Not to Outsource…That Is the Question! . .. .32 3 The Power of Search: Understanding Search Engine Optimization for More Effective Content-Based Marketing Efforts. . . . . . . . . . . . . . . . . . . . . . . .  . . . . 33     Keyword Density . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34     Redundancy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34     Tagging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34     Other SEO Secrets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .37     SEO for PDFs: Make Your PDFs Search Engine Friendly . . . . .38 4 What Came First: The Guerrilla or the Web? . . . . . . . . . . . . . . . . . . 41     Guerrilla Marketing and Social Media: The Rules of Engagement . . . .44     10 Rules of Social Marketing (Guerrilla) Etiquette . . . . . . . . . . . .45     Social Marketing Success Secrets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47         Relationship Building and Bonding . . . . . . . . . . . . . . . . . . . . . . . .49         Engage in a One-on-One Dialogue . . . . . . . . . . . . . . . . . . . . . . . . .50         Branding and Free Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50         Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51         Twitter Caveat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52 5 What Is Content? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55     Making the Most of Your Video Content . . . . . . . . . . . . . . . . . . . . . .57     Content for Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . .58     Content for Syndication . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62     Seven Emotional Drivers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .63     Know Your List! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64 6 Learning and Leveraging the SONAR Content Distribution Model™ . . .  . . 67     What Is SONAR Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69         S: Syndicate Partners, Content Syndication Networks, and User-Generated  Content Sites  .70         O: Online Press Releases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72         N: Network (Social) Communities and Social Bookmarking Sites . . . . . . .75         A: Article Directories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .78         R: Relevant Posts to Blogs, Forums, and Message Boards . . . . .79     SONAR in Action: Putting It All Together . . . . . . . . . . . . . . . . . . . . .80         S: Syndicate Partners, Content Syndication Networks, and User-Generated  Content Sites . . . . . . . . . .84     SONAR Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .96         Does Your Content Have “Legs”? . . . . . . . . . . . . . . . . . . . . . . . . . . .97     SONAR Takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .100 7 SEO for SONAR: How to Get Found by Search Engines . . . . 103         Business Services/Marketing Example . . . . . . . . . . . . . . . . . . . .108         Alternative Health/Health Publishing Example . . . . . . . . . .109     Business Services/Marketing/InfoPublishing Example . . . . . .111         Business Services/Self-Help/Professional and Personal Development Example . . . . . .113         SEM for SONAR: How to Get Found by Search Engines . . . .115         Helpful Hints for Writers When Working with Search Engines . . ..116 8 SONAR in Action: Results and Analytics . . . . . . . . . . . . . . . . . . . . . . 119     Case Study #1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120     Case Study #2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120     Case Study #3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121     Case Study #4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .121     Case Study #5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122     Case Study #6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .122     Case Study #7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123     Case Study #8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .123     SONAR: Keeping It Real and Replicating Results . . . . . . . . . . . .124     How Is SONAR Measured? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .125         The Three Os—Outputs, Outcomes, and Objectives . . . .126 9 Monetize the Traffic: A Blueprint to Building a Site That Leverages SONAR. . . .. . . . 129     Dissecting the Ideal SONAR Website . . . . . . . . . . . . . . . . . . . . . . . . .131     Lead Generation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .133     Sales and Cross-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140     Boosting Your E-Commerce Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . .147     Bonding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .149     Search Engine Optimization (SEO) . . . . . . . . . . . . . . . . . . . . . . . . . . .151     Branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .156     Credibility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .159     More “Best of ” SONAR Websites… . . . . . . . . . . . . . . . . . . . . . . . . . . .160 10 Dovetailing SONAR with Other High-Performing Internet Marketing Tactics . . . .. . . . 169     Joint Ventures, Affiliate Marketing, and Ad Swaps . . . . . . . . . .170     Online Advertising: Tips and Tricks of the Trade . . . . . . . . . . . .174         Tip #1: Watch What’s Happening in the Industry . . . . . . . .174         Tip #2: Research Which Ad Is a Higher Performer . . . . . .174         Tip #3: Business Negotiations 101 . . . . . . . . . . . . . . . . . . . . . . . . .176         Tip #4: Due Diligence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177         Tip #5: Real-Time Reporting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .177         Tip #6: Test Ad Networks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178         Tip #7: Don’t Just Talk the Talk . . . . . . . . . . . . . . . . . . . . . . . . . . . .179         Tip #8: Try to Get Goodwill Freebies for SEO . . . . . . . . . . . .179         Tip #9: Buy More, Get More . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .180     Media Cheat Sheet: “Must Know” Questions and Answers . . . . . . . . . .180     Online Public Opinion Polls for Editorial and Lead-Generation Success . . . . .181     Finding Customers in a Web 2.0 World . . . . . . . . . . . . . . . . . . . . . .182 11 How to Write Great, Free Content (That Gets Read and Passed Around!) . . . . . . .. . . 189     Industry Viewpoints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .191         Michael Masterson, Publisher, Agora, Inc., Early to Rise . . . . . . . . . . . . . 192         Jason Holland, Managing Editor, Agora, Inc., Early to Rise . . . . . . . . . . . . . . . . . .192         Brian Kurtz, Executive Vice President, Boardroom, Inc., Bottom Line Secrets . . . . .93         Christopher Ruddy, President and CEO, Newsmax Media, Inc. . . . . . . . . . . . . . . . .193         Steve Kroening, Editor, Soundview Publications, Inc., Second Opinion Newsletter, Women’s Health Letter, and Real Cures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .194         Alice Wessendorf, Managing Editor, Healthier Talk . . . . .194         Sean Brodrick, Natural Resource Analyst, Uncommon Wisdom Daily, Weiss Research, Inc. . .194         Dr. Jonny Bowden, Publisher, In Step with Jonny: Straight Talk Nutrition for the 21st Century . . . . . . . . . .195         Bob Bly, Publisher, The Direct Response Letter, CTC Publishing . . . . . . . . 196 12 Best SONAR Platforms and Measuring Success. . . . . . . . . . . . . 197     Gauging Your SONAR Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .201 A Glossary: Key Terms to Know When Deploying SONAR or Any Online Marketing Strategy . .207 TOC, 9780789741080, MF