If you’re starting a business or just want to make yours better, check out Content Inc., the latest book by content marketing pioneer Joe Pulizzi.
Joe, founder and CEO of Content Marketing Institute (CMI), packs in a ton of advice, examples, detailed case studies and numerous resources over 300 pages.
I do help Joe and his team with some search engine optimization strategies. His book includes a section I contributed on keyword selection tips and tools (it originally appeared as a CMI blog post).
I’d be recommending Content Inc. regardless of my role with CMI. It’s comprehensive, thought-provoking, and easy to follow.
Clearly worthwhile for any business regardless of age, Content Inc. follows six steps that Joe identifies for startups:
- The “Sweet Spot" – intersection of your unique competency and personal passion
- Content Tilting – adjusting that sweet spot to where there isn’t any or much competition
- Building the Base – starting with the best channel to share content
- Harvesting Audience – using social media and SEO to attract and convert one-time visitors
- Diversification – pursuing diverse channels
- Monetization – knowing when to begin charging for products and services
You’ll want to dive into specific sections like e-mail marketing and what Joe calls the “subscriber importance hierarchy.” Joe, while noting that each subscriber is not equal in value, provides practical advice about how to attract subscribers.
I also like his emphasis on influencer marketing, an almost essential element of any strategic marketing plan. He discusses how to identify goals and methods entrepreneurs can use to find the right influencers.
Finally, Joe writes about “building out extensions,” which is invaluable for business growth. He explores common extensions like books, podcasts, events and magazines.
Top business executives, managers, and others can find plenty of inspiration in Content Inc. as they ponder how to promote their companies and refine their internal processes.