- Capa dura: 256 páginas
- Editora: McGraw-Hill; Edição: 1 (24 de setembro de 2013)
- Idioma: Inglês
- ISBN-10: 0071819894
- ISBN-13: 978-0071819893
- Dimensões do produto: 17,3 x 3,1 x 23,6 cm
- Peso de envio: 590 g
- Avaliação média: 1 avaliação de cliente
- Lista de mais vendidos da Amazon: no. 136,980 em Livros (Conheça o Top 100 na categoria Livros)
Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less (Inglês) Capa dura – 23 set 2013
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I also recommend his other book, "Content Inc", as mandatory read for anyone initiating in this kind of marketing, since it gives specific advice on what is needed to start a content initiative without getting overwhelmed and, consequently, end up with bad (or no) results.
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So what is this thing that the author calls "epic content marketing"? There are six principles:
* Your content must fill an unmet need or answer a question for your customer
* You must deliver your content consistently
* Your content needs to be written in your voice, preferably with some humour
* You need to express an opinion rather than giving a balanced history report
* You must avoid sales speak, as it destroys the value of your content
* You must aim to produce the very best content relating to your content niche
The book goes on to describe how to identify and define your content niche and content marketing mission statement, how to create an editorial calendar and manage the content creation process, different content types and content assets, how to use social media in marketing your stories, other content promotion techniques, and how to measure the impact of your content marketing initiatives.
The author writes in a clear and compelling style, and his advice seems to be very useful to anyone engaged in business but particularly to those with a marketing role. It seems to me that the more that businesses get on the content marketing bandwagon, the harder it will be for anyone to get found amongst all of the content, so there is a big advantage to getting into content marketing as soon as possible.
* 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.
Marketers have much less of a captive audience to shout at because modern technology helps people avoid unwanted, interruptive marketing messages. So now, instead of interrupting what people are interested in, you have to be what people are interested in. That's why Seth Godin maintains that "Content marketing is the only marketing left."
This book cover the history of content marketing, which is actually a pretty old form of marketing that is now going through a resurgence. It shows you how to define your marketing niche and content strategy. And it walks you step by step through the process of developing content that informs, entertains and compels action. But it also includes how to measure your content marketing in order to improve it. And it has lots of great examples and case studies.
It truly covers the content marketing waterfront.
It's a tour de force. It's ...epic.
And that's why Fortune Magazine named it as one of "Five Must Read Business Books."
If you are new to content marketing or want to read just one book about the topic to get real, smart real fast, this is your book.
And, to listen to an interview with Joe Pulizzi about "Epic Content Marketing," visit MarketingBookPodcast.com