One of the world''s leading experts on content marketing, Joe Pulizzi explains how to draw prospects and customers in by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content (and sales messages) our customers don''t care about. "Epic Content Marketing" takes you step by step through the process of developing stories that inform and entertain and compel customers to act--without actually telling them to. Epic content, distributed to the right person at the right time, is how to truly capture the hearts and minds of customers. It''s how to position your business as a trusted expert in its industry. It''s what customers share and talk about.
[...]... says it better than content marketing But what exactly is content marketing? CONTENT MARKETING: THE FORMAL DEFINITION Content marketing is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action A content marketing strategy... Since the 19th Century,” RexBlog.com, May 19, 2011, http://www.rexblog.com/2011/05/19/23189 • Joe Pulizzi, “The History of Content Marketing (Infographic), ContentMarketingInstitute.com, February 22, 2012, http://contentmarketinginstitute.com/2012/02/history -content- marketinginfographic/ CHAPTER 3 Why Content Marketing? It isn’t uncommon for managers at senior levels of large organizations to be so... this new strategy of content marketing, a shared definition of what we do relative to approaches like social media marketing is invaluable THE NEW WORLD OF CONTENT MARKETING Let’s take a look at the first content marketing definition one more time, but this time remove the “valuable and compelling.” Content marketing is the marketing and business process for creating and distributing content to attract,... future EPIC THOUGHTS • Content is just … content, unless it’s driving behavior change in your customers and prospects Then it’s called content marketing. ” • Your marketing needs to be anticipated, loved, and wanted This is the new world we live in today • Your content marketing strategy comes before your social media strategy—yesterday, today, and always EPIC RESOURCES • Google Trends, content marketing ... scratch their itch CONTENT MARKETING: LESS FORMAL DEFINITION Content marketing is owning media as opposed to renting it It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior CONTENT MARKETING: ELEVATOR PITCH Traditional marketing and advertising is telling the world you’re a rock star Content marketing is showing... The movement (make that: the revolution) of content marketing is a necessary correction in the marketplace Even with content marketing s rise (see Figure 3.1), the majority of marketing budgets still reside outside of content creation and distribution Figure 3.1 Content marketing budgets continue to increase Now, one in three marketing dollars are spent on content creation and distribution REASONS FOR... those advertising dollars CONTENT MARKETING VS SOCIAL MEDIA MARKETING: WHAT’S THE DIFFERENCE? Toby Murdock, CEO, KaPost As I meet with brands and agencies, I still come across people who are totally unfamiliar with the term content marketing. ” And as I begin to explain it, they often respond, “Oh, brands publishing content? You mean social media marketing. ” Indeed, content marketing heavily involves... showing the world that you are one.* CONTENT MARKETING: FOR PRACTITIONERS Content marketing is about delivering the content your audience is seeking in all the places they are searching for it It is the effective combination of created, curated, and syndicated content. † Content marketing is the process of developing and sharing relevant, valuable, and engaging content to a target audience with the... engage in content on their cell phones while they watch video or television content This means that even though your customers are being inundated with content 24/7, they can and do let messages through that they want and need THE CASE FOR CONTENT MARKETING Not a day goes by that I don’t get a question from someone asking why content marketing is taking off like it is How long will content marketing. .. BETWEEN CONTENT AND CONTENT MARKETING Not a day goes by that some marketer somewhere around the world doesn’t try to figure this out Here’s the answer Some experts say that content is any word, image, or pixel that can be engaged with by another human being In the context of this book, content is compelling content that informs, engages, or amuses What makes content marketing different from simple content . the publisher. ISBN: 97 8-0 -0 7-1 8199 1-6 MHID: 0-0 7-1 8199 1-6 The material in this eBook also appears in the print version of this title: ISBN: 97 8-0 -0 7-1 8198 9- 3, MHID: 0-0 7-1 8198 9-4 . E-book conversion. media. Perhaps nothing says it better than content marketing. But what exactly is content marketing? CONTENT MARKETING: THE FORMAL DEFINITION Content marketing is the marketing and business process for. 4:13 CONTENTS Foreword Acknowledgments Introduction PART I Content Marketing There and Back Again CHAPTER 1 What Is Content Marketing? CHAPTER 2 The History of Content Marketing CHAPTER 3 Why Content