Content is one of the most profitable ways to get customers, orders, and sales. And when used in a multichannel campaign with various direct response methods-both online and off-to generate leads, it can skyrocket your response rates. Legendary copywriting pioneer and marketing expert Robert W. Bly will help you understand content's true role in your marketing campaigns, so you avoid wasting time and money by giving away content with no return on investment. Bly shares lessons from his nearly four decades of planning and producing hundreds of content marketing campaigns to teach you how to: Define your target audience, their information needs, and the right medium to reach them, Write content that gets noticed and read while eliminating content pollution, Double your marketing response rates with lead magnets, bonus reports, and other free content offers, Plan, execute, and measure content marketing in a multichannel environment, Use content to build your brand, enhance your reputation, and stand out from your competitors, Evaluate the right time to stop giving away content and start asking for the sale, Identify the biggest weakness of content marketing and how to completely overcome it, Start building trust, stimulating interest, and monetizing your content marketing efforts to maximize your profitability today! Book jacket.