Okay, I made that statistic up, but reality cannot be far off. Isn’t there enough out there already on the topic?
Indeed there is. There may be too much written about content marketing, and it’s not all helpful.
The Wall Street Journal apparently equated content marketing with native content. Others call it brand journalism. Another blogger called it a glorified term for blogging.
I’ve contributed to the noise myself with this blog post on Content Marketing vs. Marketing with Content. We may be spending more time writing about content marketing than actually doing it.
In his terrific book Epic Content Marketing, Joe Pulizzi of the Content Marketing Institute offers refreshing structure and clarity on the subject, starting with a clear definition and following through with practical advice about implementation.
Whether you’re a content marketing practitioner or trying to make sense of it all, here are five reasons to read the book.
- Build a business case. Content marketing requires resources, and to get resources you often need to convince somebody to spend the money. The book provides fodder for getting buy-in for your content marketing efforts.
- Get strategic. In our eagerness to start creating content, we sometimes skip the strategy part of content marketing. Without strategy, your content is just words or pictures. The book dedicates chapters to defining your niche, your content mission and goals.
- Create manageable processes. Get practical guidance on processes, from creating editorial calendars to getting employees or others to contribute.
- Learn how to market your content. It’s not enough to create the content – you have to market and promote it. Joe offers guidance on using social media, search engine optimization, content syndication, and influencers to extend the reach of your efforts.
- Get inspired. From blogs and mobile apps to print publications and seminars, the book offers practical advice for a wide range of content types. I guarantee you’ll find new ideas in this chapter.