The Marketing Bookshelf
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If content marketing is king, then how do you get an audience?
Joe Pulizzi is most likely to leading expert in content management. He founded The Content Marketing Institute which publishes content (no kidding) as well as organizes the largest physical content marketing event (next one is scheduled for March 2018 in Las Vegas). Somehow he also has time to be a prolific writer with 5 award winning marketing books.
The first choice for this review was deciding which Pulizzi book to actually review. A strong contender was Epic Content Marketing named one of “Five Must-Read Business Books of 2013” by Fortune Magazine. However my choice went to Content Inc. for primarily one reason. Namely it fulfills the mission of being pragmatic and hands on. For marketers who are struggling to understand where to start with content marketing (estimated to be more half of the B2C companies and up to 90% in B2B), Joe Pulizzi breaks it down into a 6 step business model.
- The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion
- Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists
- Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.)
- Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers
- Diversification: Grow your business by expanding into multiple delivery channels
- Monetization: Now that your expertise is established, you can begin charging money for your products or services
Finally, tips and tricks (and case studies) on each step makes Content Inc. a marketing guide that has a place on your desk. I personally have fine tuned my approach based on some of these ideas.