The Internet Advocacy Book is for non-profit organizations and cause-marketers that use the internet to advocate for their cause. Starting today, the entire contents of the book have been published, and are freely available, at IssueMarketing.com.
The Internet Advocacy Book demonstrates how to win the battle for "share-of-influence" on the internet.
Topics covered include: internet keyword research, internet copywriting, inbound link campaigns, search engine optimization, internet advertising, internet press releases, advocacy blogging, internet outreach, email alerts, and affiliate programs.
Case studies of internet advocacy leaders are also provided, featuring: March of Dimes, PETA, Pew Center on Global Climate Change, VolunteerMatch.org, and Big Cat Rescue.
While "techies" may benefit from The Internet Advocacy Book, the intended audience is non-profit executives and cause marketers who wish to sway the opinion of a national audience to their point-of-view.
Rather than a "how to" format, The Internet Advocacy Book is written as a "how better to" guide, with laser focus on the best uses of internet-advocacy time. Readers are greeted with candid advice and insightful recommendations, without the bias or self-interest of rah-rah sales reps.
That approach is evident throughout the book. For each internet advocacy technique, coverage of advantages and disadvantages includes at least as many cons as pros. Self-assessment scorecards are provided to help readers identify areas of current strength as well as weakness.
The book's recommendations are concise and specific; so readers may find that they can accomplish many of their internet advocacy goals with in-house staff and volunteers.
The Table of Contents follows:
Chapter 1 Highlights: Keyphrase Research
First, Profile Your Audience
Target Keyphrases, Not Keywords
Select Your Keyphrases
Step 1: Brainstorm Keyphrases
Step 2: Add Keyphrases from Your Website's Log File
Step 3: Find Related Keyphrases
Step 4: Hijack Your Opponents' Keyphrases
Step 5: Leverage Online Keyphrase Tools
Step 6: Prune and Prioritize Your Keyphrases
Useful Tools
Chapter 2 Highlights: Internet Copywriting
Select Secondary Keyphrases
Identify Keyphrase Variations
Aim for Keyphrase Density of 3% - 7%
Structure Page Content Into Related Blocks of Text, with Relevant Headings
Insert Keyphrases Early in the Page Title and the Headline
Stuff, But Don't Clump
Replace Generic Words with Keyphrases
Use Keyphrase-Rich Hyperlink Text
Avoid Over Doing It
Chapter 3 Highlights: Inbound Link Campaigns
Linkbait: Humor, Conflict, and Controversy
Linkbait: Tools and Freebies
Linkbait: Case Studies and Research Findings
Linkbait: Interactive Games, Screensavers, and Ring Tones
Linkbait: Lists
Linkbait: Celebrity Photos and Interviews
Linkbait: Critical Reviews
Linkbait: Scholarships, Grants and Awards
Target the "Linkerati"
Request "Keyphrase-Rich" Text Links
Seek Inbound Links from Webpages with High Relevance and High PageRank
Request Links from Websites that Link to Your Major Allies and Opponents
Use a Contact Management System for Link Requests
Personalize Link Requests
Seek Inclusion in Editorially-Reviewed Internet Directories
Insert Inbound Links Into Educational Material Published at Web Guides
Recommend Your Website to Reviewers
Post, Tag, and Bookmark at Social Media Websites
Earn Links from Government (.gov) and Academic (.edu) Websites
Experiment with Paying Bloggers for Reviews... Selectively
Insert a Link in Your Response at Yahoo Answers
Insert Keyphrase-Rich Text Links into Job and Volunteer Postings
Insert Keyphrase-Rich Text Links into Press Releases
Insert Keyphrase-Rich Text Links into Syndicated Articles
Get Full Credit for All of the Webpages that Link to You
Add a "Link to Us" Button on Every Page of Your Website
Bestow a "Seal of Approval"
Avoid Reciprocal Links and Link Exchanges
Avoid Buying Text Links
Track Your Link Campaign Progress
Chapter 4 Highlights: Search Engine Optimization
Translate Topics Into Keyphrases that Attract At Least Moderate Search Activity
Lead Your "Title Tags" with Primary Keyphrases
Treat Description Meta Tags as Keyphrase-Rich Ads
Use the Keywords Meta Tag for Emphasis
Use Keyphrase-Rich Heading Tags
Copywrite for Search Engines
Insert Keyphrases into Alt Text, Image Names, and Image Captions
Use Your Primary Keyphrase in a Link to a Highly-Ranked Authority
Enhance Hyperlinks with Keyphrase-Rich Title Attributes ("Tool Tips")
Insert Keywords into URL Addresses
Do Not Use Frames
Don't Hide Your Content in Dynamically Generated Webpages
Don't Hide Your Keyphrases in Images or Flash
Offer Search-Engine Friendly Navigation Menus
Create an XML Site Map for Google, Yahoo, and MSN
Use a Robots.txt File to Focus Crawlers on Your Most Important Content
Use 301 Redirects as More than a "Forwarding Address"
Chapter 5 Highlights: Internet Advertising
Chapter 6 Highlights: Internet Press Releases
In the Absence of Hard News, Create "Angles"
Earn Attention in Less than Eight Seconds
Write Like a Reporter
"Insert" Keyphrases
Hyperlink to a "Call-to-Action" Landing Page
Include Links to Visuals
Leverage Your Online Press Room
Earn Press Room Spidering by the Google Newsbot
Distribute Your Press Releases via Newswires
Distribute Your Press Releases Directly to Journalists
Pitch to Influential Bloggers... Carefully
Distribute Your Press Releases via Multiple Channels
Chapter 7 Highlights: Advocacy Blogging
Optimize for Search Engines
Select a Blog Content Style
Claim Your Blog on Technorati.com
Apply Technorati Tags to Your Posts
Ping the Blog Search Engines
Post Blog Content Regularly and Frequently
Categorize and Archive "Evergreen" Blog Posts
Create Blog "LinkBait"
Encourage Blog Readers to Subscribe
React to Ally and Opponent Bloggers
Embrace Feedback
Set Milestones and Track Your Progress
Chapter 8 Highlights: Internet Outreach
Use MySpace to Promote Your Cause
Use Facebook to Promote Your Cause
Use Flickr to Promote Your Cause
Use Del.icio.us to Promote Your Cause
Use Digg to Promote Your Cause
Use Care2 to Promote Your Cause
Use Wikipedia to Promote Your Cause
Chapter 9 Highlights: Email Alerts
Build Your Email List via Co-Registration
Build Your Email List via Sponsored Mailings but Not Email List Rental
Build Your Email List via Exit Pop-Ups
Offer a Related Incentive
Highlight the Topic and Offer in Email Subject Lines
Highlight Key Points in Headings, Bold Text, and Call-Outs
Boost Email Response Rates by Appealing to the Basic Human Motivators
Boost Response Rates with Personalization and Dynamic Message Assembly
Boost Response Rates with Testimonials
Concept Photography: Boost Response Rates with Photographs that Convey Benefits
Test "Creative" and "Offers" Prior to Roll-Out
Test Using a Minimally-Sufficient Sample Size
Test New Email Concepts vs. Your "Control"
Customize Offers for Each Segment of Your Email List
Measure Email Success Based on Conversions, Not Just Click-Thrus
Test Every Time
Mail a Sequence of Emails to New Subscribers from 0 to 60 Days After Registration
Don't Assume that a Very Low Unsubscribe Rate is "Good"
Offer Both HTML and Text Email Formats
Test HTML Appearance and Function with Seed Accounts at Popular Email Domains
Monitor Inbox Delivery
Manage Email Bounces Proactively
Stay Off Email Blacklists
Apply for Whitelisting and Sender Authentication
Leverage Third-Party Email Software and Services
Comply with Email Spam Laws (Even If It's Not Required)
Incorporate Wiggle Room Into Your "Privacy Policy"
Chapter 10 Highlights: Affiliate Programs
Calculate Your Maximum "Cost Per Action" (CPA)
Check Comparables Before Committing to Start-Up Costs
Assign an On-Staff Affiliate Manager
Select an Affiliate Network
Recruit Publishers
Motivate Your Publishers
Provide Banner Ads to Your Publishers
Offer Free Content to Your Publishers
Monitor Your Publishers
Optimize Your "Landing Page" for Conversion
Use Verified, Backed-Up Referral and Conversion Tracking
Chapter 11 Highlights: Case Studies
Pew Center
VolunteerMatch.org
March of Dimes
PETA
About Issue Marketing: Issue Marketing serves nonprofit organizations and cause marketers who leverage the internet to advocate for their cause. Issue Marketing is proud to host the online edition of The Internet Advocacy Book at our website, made freely-available to all.
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