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Epic Content Marketing: How To Tell A Different Story, Break Through The Clutter, And Win More Customers By Marketing Less (2013)

by Joe Pulizzi(Favorite Author)

4.21 of 5 Votes: 4

ISBN

0071819894 (ISBN13: 9780071819893)

languge

English

genre

Nonfiction

publisher

McGraw-Hill

review 1: Excellent book on how to do content marketing. Seems more oriented to larger companies but also useful for small business. “Your content marketing strategy must come before your social media strategy.” The author offers principles and rules, examples, and specific actions.Some examples of his advice follows.The six principles of epic content marketing1. Fill a need2. Be consistent (deliver content on time as expected)3. Be human4. Have a point of view (take sides, take a stand)5. Avoid “sales speak”6. Be best of breedSpend 20 -30 minutes talking in-depth, unscripted, with customers about why they bought or did not buy or bought from a competitor. Priority initiatives - What 3 -5 problems do they dedicate time and budget to solve. Success factors – What metric... mores or rewards does the buyer associate with success Perceived barriers – What factors cause the buyer to hesitate to buy from you Buying process – What process does the buyer use to explore and select a solution Decision criteria – What aspects of the product will the buyer assess in evaluating alternatives (should include insights from buyers who chose a competitor and buyers who decided not to buy at all)Define your engagement cycle which is your sales process aligned with the customer's buying cycle. The sales process might be a sales funnel e.g. lead, prospect, qualified, customer, repeat customer or in a retail store it might be visitor, browser, shopper, buyer. Develop a content segmentation grid with Persona as rows and stage of the process as columns. Put your content titles in each cell and look for gaps. You want to have the right content for each stage of the process. Define your content niche. Be as narrow or focused as possible. “On what topic can you be the leading informational expert in the world that truly matters to your customers and your business?”Advice about BloggingEncourage conversationsParticipate in other blogsDo you understand the key informational needs of your audience, their pain points? Are you hanging out online where your customers are?Can you commit to blogging at least two times per week?How will you integrate the blog with the rest or your marketing?Use killer headlines (title should include keywords, numbers, problems, be very specific e.g. “10 Ways to Make More Money with Small-Cap Stocks”)Focus on the problemLess is more, keep it short Keep sentences short Use bullets Short paragraphs Get rid of unnecessary words Edit, edit, editThink first about the call to actionThink “content packages” e.g. plan ahead how you will package blog posts into an e-bookPursue guest bloggingPromote key influences with listsMeasure, measure, measure e.g. visits and unique visitors, pageviews, time on site. Signups for your newsletter., search rankings, inbound links to your blogDo an influencer question and answer sessionOutsource
review 2: There are books that inform and there are books that inspire. This is both.It's a delicate balance between practical down-to-Earth suggestions, and large-scale though-provoking visions. Pulizzi navigates the line well. The book gets you thinking about content marketing -- specifically, what's possible -- and also gives you some practical ways to start.Chapters are short. Writing is crisp. And there's a nice mix of sidebars and input from other authors and experts.Of course, no one can save you from yourself, and you're eventually going to have to get off your ass and do something. But if there's a better book for painting the picture of what's possible and then giving you a swift kick in the backside, I haven't seen it. less

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