Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses

by Joe Pulizzi

Overview

“Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.”
-Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0

"How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.”
-Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You

"If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written."
-Jay Baer, New York Times bestselling author of Youtility"

The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves!"
-David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service

"The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy."
-Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods"

What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling."
-Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules

"Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model."
-John Lee Dumas, Founder, EntrepreneurOnFire"

The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint."
-Scott Stratten, bestselling author and President of UnMarketing Inc."

Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort!"
-Scott Maxwell, Managing Partner/Founder OpenView Venture Partners

Product Details

ISBN-13:	9781259589669
Publisher:	McGraw Hill LLC
Publication date:	09/04/2015
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	8 MB

About the Author

Joe Pulizzi (Cleveland, OH) is the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands.

Table of Contents

Foreword by Brian Clark, CEO, Copyblogger Media xi
Introduction xvii

Part 1: Starting the Journey
Chapter 1: Beginning with the End in Mind 3
Chapter 2: The Content Inc. Opportunity 13

Part 2: The Sweet Spot
Chapter 3: Knowledge or Skill + Passion 29
Chapter 4: Adding Audience to Your Sweet Spot 43

Part 3: The Content Tilt
Chapter 5: Understanding the Power of the “Tilt” 55
Chapter 6: Discovering Your Content Mission 65
Chapter 7: Ways to Unearth Your Content Tilt 73

Part 4: Building the Base
Chapter 8: Selecting Your Platform 85
Chapter 9: Content Ideation 97
Chapter 10: The Content Calendar 105
Chapter 11: Content Staffing 111
Chapter 12: The Collaborative Publishing Model 125
Chapter 13: Planning for Repurposing 131

Part 5: Harvesting Audience
Chapter 14: The Metric That Drives the Model 141
Chapter 15: Building for Findability 155
Chapter 16: Stealing Audience 171
Chapter 17: Social Media Integration 183

Part 6: Diversification
Chapter 18: The Three and Three Model 203
Chapter 19: Building Out Extensions 219
Chapter 20: Acquiring Content Assets 227

Part 7: Monetization
Chapter 21: Waiting for Revenue 237
Chapter 22: Building the Revenue Model 245

Part 8: Next-Level Content Inc.
Chapter 23: Putting It All Together 269
Chapter 24: Join the Movement 283

Acknowledgments 287
Appendix A: CMI’s Contributor/Blogging Guidelines 289
Appendix B: An Inside Look into CMI’s Publishing Process 295
Index 305