Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less, by Joe Pulizzi is a comprehensive guide to content marketing. Pulizzi covers an overview of content marketing, why businesses should be doing it and how — very specifically — to use it. This was a great book that I am going to recommend to any online marketer. And it is one that I am sure I will reference several times in the near future.
For a business book, this is a dense read at 300 pages, however, Pulizzi has broken the book into process and parts, making it easy to digest and understand. On the first page of the book, Pulizzi powerfully states:
“Advertising is not dead, but content marketing is the driver that leading companies now use to capture the hearts and minds of their customers.”
While content marketing has been around for a long time, the term “content marketing” just started to trend with in the last 12 months. What exactly is content marketing and what is the difference between it and “content?”
“What makes content marketing different from simple content is that content marking must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action.”
Do your customers really want content from you?
“Eighty percent of buyers prefer to get company information in a series of articles versus ad advertisement. Seventy percent say content marketing makes them feel closer to the sponsoring company, and 60 percent say that company content helps them make better product decisions.”
“Millennials, now between the ages of 19 to 34, actually expect brands to develop content for them, with 80 percent wanting to be directly entertained through content marketing.”
Throughout the book, Pulizzi provides example after example of brands that have had success with content marketing and exactly how they have done it. And the examples include big brands with big budgets and small companies with few employees.
The bottom line is that brands are now publishers. They have to be in order to pull in audiences and build relationships with them to influence their buying behaviors. This book provides that introduction and steps to becoming a content marketer. I highly recommend this book.