Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less
von Joe Pulizzi
Good content marketing makes a person stop, read, think, and behave differently. One thing you may notice in this example is that most of the content marketing is focused at the top of the funnel. This is almost universally common, so don’t worry if this is true for you as well. A content marketing strategy always starts by focusing on awareness and education, which is almost inevitably at the top of the funnel.
Good content marketing makes a person stop, read, think, and behave differently.
One thing you may notice in this example is that most of the content marketing is focused at the top of the funnel. This is almost universally common, so don’t worry if this is true for you as well. A content marketing strategy always starts by focusing on awareness and education, which is almost inevitably at the top of the funnel.
Promote key influencers with lists. Everyone loves lists, especially the people on the list. • Create a niche list. • Be sure it’s easily shareable (including a widget). • Do a blog post about the list. • Let those featured on the list know about it. • Do a press release about the list. • Repeat, repeat, repeat.
Content marketing is thinking about the target audience’s needs first. Even hidebound execs must instinctively feel this is a good thing. But the real proof, of course, is in the pudding. Show them the data from a content marketing campaign versus a typical product-driven campaign. Then stand back.
If you treat content as an asset, people in your organization will stop treating content as that “soft, fluffy thing” that they can take or leave. In every meeting or conversation you have, use the word asset. That effort will start to rub off, and content will gain importance in the company.
"Good content marketing makes a person stop, read, think, and behave differently."
"One thing you may notice in this example is that most of the content marketing is focused at the top of the funnel. This is almost universally common, so don’t worry if this is true for you as well. A content marketing strategy always starts by focusing on awareness and education, which is almost inevitably at the top of the funnel."
"Promote key influencers with lists. Everyone loves lists, especially the people on the list. • Create a niche list. • Be sure it’s easily shareable (including a widget). • Do a blog post about the list. • Let those featured on the list know about it. • Do a press release about the list. • Repeat, repeat, repeat."
"Content marketing is thinking about the target audience’s needs first. Even hidebound execs must instinctively feel this is a good thing. But the real proof, of course, is in the pudding. Show them the data from a content marketing campaign versus a typical product-driven campaign. Then stand back."
"If you treat content as an asset, people in your organization will stop treating content as that “soft, fluffy thing” that they can take or leave. In every meeting or conversation you have, use the word asset. That effort will start to rub off, and content will gain importance in the company."
"The brand, on the other hand, doesn’t have to deal with two audiences. Your readership and your cash-funding source are one and the same. If you supply amazing, epic content for your readers consistently over time, they tend to reward you with new or repeat business."
"Your customers don’t care about you, your products, or your services. They care about themselves, their wants, and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you."
- →One thing you may notice in this example is that most of the content marketing is focused at the top of the funnel. This is almost universally common, so don’t worry if this is true for you as well. A content marketing strategy always starts by focusing on awareness and education, which is almost inevitably at the top of the funnel.
- →Promote key influencers with lists. Everyone loves lists, especially the people on the list. • Create a niche list. • Be sure it’s easily shareable (including a widget). • Do a blog post about the list. • Let those featured on the list know about it. • Do a press release about the list. • Repeat, repeat, repeat.
- →If you treat content as an asset, people in your organization will stop treating content as that “soft, fluffy thing” that they can take or leave. In every meeting or conversation you have, use the word asset. That effort will start to rub off, and content will gain importance in the company.
- →He suggested I create a content marketing mission statement, to start with a small pilot that connects with our brand’s “higher purpose,” and to start highlighting for our team those companies that are creating epic content: content that is truly worth creating.
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