The Content Revolution: Telling a Better Story to Differentiate from the Competition

by Mark Masters

Overview

Marketing has changed more in the past 20 years than any other business discipline. So why are we relying on the same-old textbooks? Why do business owners still think that shouting louder than the competition, is the answer to longevity? The old marketing way is dead, where we were encouraged to spend more on advertising and to be seen. Marketing was about interrupting the masses, but times have changed. The only differentiator we have, as businesses are the stories that we tell. This isn't a book based on old theories, creating marketing plans, Maslow's Hierarchy Of Needs and looking at the '4 Ps.' It's all about a new way of thinking - one based on the content - that is more emotional and becoming more useful to others (and solving their problems) to create profitable action. Featuring exclusive interviews from leading content marketing pioneers from around the globe such as Joe Pulizzi, Chris Brogan, Ann Handley, Robert Rose and Jay Baer, this book introduces a brand new marketing vocabulary.

Product Details

ISBN-13:	9781907794872
Publisher:	LID Publishing
Publication date:	04/24/2015
Pages:	256
Product dimensions:	5.45(w) x 8.50(h) x (d)

About the Author

Mark Masters is the founder of content marketing company, The ID Group. He works with large organisations to devise compelling content strategies.

Table of Contents

Foreword Robert Rose 07

Prelude A Story to Set the Scene 10

Introduction 18

Chapter 1 Adapting to a New World 21

Chapter 2 The Traits We Need For Positioning Ourselves as a Credible Resource 31

Chapter 3 The Rise Of The Human 52

Chapter 4 Presenting Your Voice to Others 63

Chapter 5 The Ability to Create, Pick, and Grow 86

Chapter 6 Building Your Media Company 104

Chapter 7 Tools to Reap the Rewards 127

Chapter 8 Serving Others 167

Conclusion 180