Summary
How Entrepreneurs Use Content to Build Massive Audiences
and Create Radically Successful Businesses
By Joe Pulizzi
Founder and CEO, Content Marketing Institute
Author, Epic Content Marketing
The traditional “Shark Tank” model for start-ups is taking an amazing idea, product, or service, funding it, and bringing it to market. One expert in the start-up space declares this is entirely the wrong way to launch a business – and backwards to boot.
If you build an audience first, using content – whether a blog, podcast, website, resource guide, newsletter among examples – you then have the opportunity to monetize to an already loyal following. It’s the smartest, most risk-averse way to go to market, and there are dozens of successful examples, from The HuffingtonPost and Game Theory to Goop and KraftRecipes.com.
In CONTENT, INC., content marketing expert Joe Pulizzi shows you how to position yourself as an informational leader in your niche and develop content that is as beloved as that coming from any traditional media company. Using this model, entrepreneurs with limited resources can build a massive online audience as the engine that drives their entire businesses. Using simple recommendations, any small business owner can use to dominate the market without initially selling anything at all.
Quotes
"A blog post is like a miniskirt...it needs to be long enough to cover the essentials but short enough to keep it interesting."
"To begin each day, task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles to make things happen."
"The only way to do great work is to love what you do. If you haven't found it yet, keep looking, and don't settle."
Impressions
Interesting. A lot of quotes and examples of people who have succeeded by finding what they were passionated about and have developped a content to attract an audience.
Nice read also to give a boost of confidence to entrepreneurs who want to change their life and take a risk at growing a business.
Like the way Joe Pulizzi has motivated his readers to do what they love and keep going even if the results are not showing immediatly. Common sense? Of course. But when you are stressed by results, expectations and analytics, you forget that loving his job, believing in your products and talking with passion is always the right way to be happy with yourself.
A great read.
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. CMI produces the largest in-person content marketing event in the world, Content Marketing World, held every September in Cleveland, Ohio, which has been attended by half the Fortune 50.
Find him online at JoePulizzi.com or on Twitter @JoePulizzi.
Source
*Arc provided by Netgalley
I received this book in exchange of a fair and honest review.
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