Content marketing is an evolving discipline. It has risen, very quickly, to become the most important tool in the digital marketing tool chest. Joe Pulizzi's new book, Epic Content Marketing, is quite simply, the very best book right now about the topic. I'm a content marketing guy myself, having written a couple of books on the subject and running a content development firm, so I know what's good and what's not. There are so many phenomenal takeaways in this book, I'm not sure where to begin. But before I do that, let me share with you why this is a "must have" book for your company:
* It covers content marketing from every angle and for every type of company, so it is comprehensive
* It brings up innovative ideas and strategies that no other book on the subject covers, so its groundbreaking
* The book is absolutely a page-turner, it flows so effortlessly. I finished the book, front to back on a 5-hour plane flight, and I never do that...with any book. That's how good this book is. So, it's easy to read.
* His enthusiasm for content marketing and passion for business "leap" off the page, you can't help but get caught up in Joe's positive energy. So, it's motivational.
* It is written by the "torchbearer" of the industry and one who I continually learn from...Joe Pulizzi, the guy who puts on the best content marketing event of the year, Content Marketing World. So, it's the absolute authority book.
And here are the specific things that I really enjoyed:
* The Foreword by Michael Brenner, VP of Marketing and Content Strategy at SAP. He explained how even a big, well respected company has learned and implemented the finer points of content marketing
* I like how he told his own story about Content Marketing Institute and how they use great content to power their own efforts
* And along those lines, Joe makes the book a personal story, by sharing parts of his private life to illustrate key points as well. He described how his own family uses a mission statement, which he has used to teach his children, and...how much it's made a difference. I like when authors share personal stories, it makes the reading experience more enjoyable.
* He makes a very key point to kick off the book..."your customers don't care about you, your products or your services. They care about themselves"...this is a mistake that so many companies are still making. This is a critically important distinction between companies that are winning and losing the content marketing game.
* Key insights into journalists and how they are changing the content marketing paradigm (ie. Joe mentions that "Journalists are no longer wary of working for non-media companies.")
* He explains a key change that most people have not thought about: the diminishing importance of traditional media outlets. He says "they simply do not have the resources that non-media companies have to compete over the long term". Translation: This means the door is wide open for any company to become the media in their industry.
* The case studies are inspiring: I loved the Legos story, Tesla, Coca-Cola's Content 2020 project, Red Bull and many more
* I loved his "Seven Ways to Take the Media World by Storm" on page 37...this is basically the blue print for your company to become a content marketing powerhouse. The "rent-to-own" strategy was a key learning point for me.
* The emphasis on "Story telling" and how it differs from being simply "content aware" or a "thought leader".
* The idea of focusing on subscription as a key content marketing goal. Very few companies do this now.
* Using Pippity for pop-over services - I'm checking them out this week!
* The idea of setting up "listening posts" to get real time feedback from customers (this is brilliant)
* Great section on Editorial Calendars and their importance to your content marketing success
* I LOVE how he spells out the harsh reality: that most SEO firms and traditional advertising firms don't get content marketing. Reader beware.
So, I could go on and on, but I think you get the idea: This is one of the best business books of the year, period. For all the above reasons and more, you absolutely NEED to get this book. It's quite simply an incredible read for any company, large or small, in any industry. Pick up a copy of Epic Content Marketing...today! You'll love it.