Epic Content Marketing Book Summary, by Joe Pulizzi

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1-Page Summary of Epic Content Marketing

Overview

Content marketing is a key component of an overall marketing strategy. However, content alone isn’t enough to get customers to buy your product. To do this, you need traditional advertising that provides concrete data and direct sales information about your product. Traditional advertising will be more important than ever in the future as marketers become reluctant to market their products through other means.

In the future, marketing will be more meaningful and useful to consumers. Instead of generic advertising noise, messages that focus on consumer needs rather than product virtues will become the norm. Businesses who can tell a compelling story to their audience will succeed.

The following key points will help you become a successful content marketer. First, stories are more powerful than products. Second, the best marketing ideas are cheap and easy to do. Lastly, sharing other people’s content is an effective way to sell your services better.

Big Idea #1: Content marketing is a great way to grab your customers’ attention by providing them with information they need.

Marketing is everywhere. You are bombarded by thousands of marketing messages every day.

As a consumer, there are many moments in the day when you’re being asked to consider a product or service. It’s hard to get through all of that noise and focus on what matters. As a business, it’s important to make your message heard above the din so people can understand why they should buy from you. Businesses need to realize that customers don’t care about products or services; they care about themselves and how those things will help them be happier or more successful in their lives.

If you only talk about the features of your product, customers won’t be convinced to buy it. However, if you also show how those features can change their lives and make them better off, they will listen to what you have to say. Agricultural specialist Deere & Company is using this approach by providing trustworthy advice in a magazine format that informs farmers about the latest agricultural technology and how to successfully use it. By doing so, Deere increases demand for its own products as well as trust among customers who read The Furrow.

Content marketing is a strategy that can help companies improve their brands. For example, venture capital firm OpenView started a blog to share its insights about topics of interest to entrepreneurs. Within three years, thousands of people signed up for the blog.

If OpenView had decided to use traditional advertising, such as billboards or television ads, it would have cost much more. Instead, the company used a blog and other forms of online media to attract clients. This was cheaper than traditional methods and allowed them to reach exactly the kind of people they wanted.

Big Idea #2: To be a good speaker, you should first know what content is. Then, establish your expertise in that field. Finally, tell the story of how you got to where you are now and inspire others with it.

Before we start a content marketing campaign, it’s important to understand what our goals are. There are three levels of content marketing: being aware of content, being a thought leader and storytelling. The first level is awareness where you cut through the noise with your own unique brand of communication that builds up your audience and makes them aware of your product or service.

Tenon Tours, an Irish tour operator, uses a good example of content marketing. The company provides information about Ireland and local events on its blog in the hopes that people will be interested enough to consider taking one of their tours.

Epic Content Marketing Book Summary, by Joe Pulizzi

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