Content Marketing is the thing for the last couple of years. Content is the engine, the core that runs every marketing campaign on and off the web. With billions around the world using search engines to check on the best product in any category, it is imperative that your product has a loud footprint on the World Wide Web.
But creating a product and then jumping on the content marketing bandwagon may not be the best approach. The traditional approach of first creating a product and then going to the market with a well thought out content marketing plan may not be in the best interests of startups, says Joe Pullizi. And if he says something you listen.
Joe Pulizzi is the original content marketing evangelist, and started using the term “content marketing” back in 2001. He’s the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the 468th fastest growing private company by Inc. magazine in 2013.
Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses
Author: Joe Pulizzi Pages: 352 pages Publisher: McGraw-Hill Education; 1 edition (September 8, 2015) ISBN-10: 125958965X, 978-1259589652
The new millennium and how people behave in the online world have brought about rapid changes in how content is shared and consumed. Many of the early adopters of the content marketing mantra have seen phenomenal success online and have scaled to dizzying heights. But the road, of course, is not easy. The author begins with a clear explanation of this new success model, which he call the Content INC Model in Introduction.
The gist of the model is content before the product. His advice to entrepreneurs is build an audience and then create a product for the audience that you already have. Although it sounds easy, building a loyal audience is not easy. A first step toward building an audience is to find the right domain and type of content that you want to create. The author calls this the content creator’s Sweet Spot. In Knowledge or Skill + Passion, you can read how various successful content entrepreneurs arrived at their perfect combination of skill and passion. The small exercises will ask the most important questions that you need to ask yourself before you plunge into the content business and save you valuable time to find your sweet spot by trial and error.
The thing is , you are not the only one in this world who can fix a car and is passionate about everything that is happening in the auto world. And believe me, all those others are already online and in the race. So how do you differentiate yourself from others and what is it that will make people come to your content over others’. In The Content Tilt, the author stresses this need to be different and unique. With elaborate case studies, the author explains how you can carve a corner for yourself online and build an audience. With Ways To Unearth Your Content Tilt, he provides you invaluable tools and methods that you can employ to get maximum readers to your web site.
Enterprise content marketing is much different than the needs of a solopreneur. Where a solopreneur must wear all these hats, an organization has the liberty to hire and build a team of specialists. Content Staffing answers the important questions about how to build a content marketing team in your organization. Joe Pulizzi also explores what the different roles are, their responsibilities and most importantly how they need to interact with each other to keep the content marketing effort in line.
So you get the idea, content first . . . oops, what I mean is audience first! But where’s the money, you say? In Part 7, Monetization, Content INC gets down to the business of making money. That doesn’t mean that various ways of revenues have not been discussed before in the book. Here, the author discusses various revenue models and which might work best for you depending on the type of audience that you have.
From the core questions to enterprise level problems, Content INC answers every possible question you will have as a new entrant. As you grow your blog and content business, Content INC will help you with tips on how to collaborate with other authors and reach out to experts in your field. This expansion will give your content both the much needed depth and breadth as you leap toward becoming a one-stop-shop for your reader. Content INC takes you from strategy to the nuts-and-bolts of becoming a successful content entrepreneur, or shall we say Contentpreneur.