Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses – Joe Pulizzi
This book is a delightful blend of inspiration and advice that businesses can follow to create an actionable content business model. It describes a six-step model you can use to do your marketing long before you need it, without even having a product, or spending a lot of money, so your entrepreneurial venture will be guaranteed success.
A successful man is one who can lay a firm foundation with the bricks others have thrown at him.
The window of opportunity is wide open because of several key developments:
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- Internet and mobile technologies have allowed anyone to publish and receive content.
- As online publishing becomes mainstream, more content providers are willing and able to create content.
- Social media and Google help in the sharing and searching of useful content.
Anyone Can Build A Content Business
Before 1990, large media companies had the most power because they controlled the information channels and the audience. Now the power has almost completely shifted to the consumer. Anyone, anywhere, can be a publisher and build an audience.
Three Lessons To Help You Become A Great Content Marketer
- Start by picking one platform, focusing on it and showing up regularly.
- Build an email list to stay in touch with your most loyal followers.
- Diversify across channels over time – but not too early.
If you’ve ever dreamed of starting a business, this is it. It’s free, in your control and 100% matches who you are, so what are you waiting for? Let’s go!
The Content Inc Model
The Content Inc Model is a six-step process marketers can follow to efficiently and effectively develop a winning content marketing program.
- The Sweet Spot: A blend of your core knowledge and passion.
- Content Tilt: Defining what makes you different from your competition.
- Building the Base: Determining which content distribution channels will be your foundation for publishing.
- Harvesting Audience: Leveraging different methods to draw in an audience.
- Diversification: How to break out from your base distribution channels and build additional streams.
- Monetization and scaling. Where the money is.
Cast Your Net Wide
The more you can get the people in your audience to engage with your content in different ways, the more likely they will be to buy from you.
While focusing on a specific niche, a business can repurpose a piece of useful content in many ways to reach out to a wider audience.
An email subscriber is entirely different from a Facebook fan, a Twitter follower, or a LinkedIn connection. By following you on social media, people only signal to you that they tolerate you in their feeds, nothing more. You’re part of their content machine. When someone gives you their email address and invites you into their inbox, they volunteer to become a part of your content machine, your project, and your life. You get to control 100% of the content you send to them, you can contact them at any time and you can start week-long 1-on-1 conversations.
The Three And Three Formula
In order to diversify and grow a business, successful Content Inc. entrepreneurs use the ‘three and three model’ as an effective framework.
There are two parts to the model:
- A blog
- A book
Mining Content Ideas
Focusing on pain points just gets you to the front door. To get to the hearts of your customers’ needs, you have to focus on what they want to be and help them get where they really want to go
What is the best way to brainstorm content ideas? While Google alerts, trends, and keyword suggestion tools are all useful for mining topics in demand, the ultimate content strategy is listening.
The Six Principles
These six principles of good content are for anyone planning to embark on the Content Inc. journey:
- Fill a need
- Be consistent
- Be human
- Have a point of view
- Avoid ‘sales speak’
- Be best of breed
Beyond content, there are considerations of appropriate calls to action, distribution channels, teams, processes, and quality control.