Content Inc. book review.

Content Inc. by Joe Pulizzi is a very exciting read! As Founder and CEO of Content Marketing Institute, he certainly knows and understands the power of content marketing. 

In Content Inc. Pulizzi uses case studies to demonstrate how entrepreneurs use content to build massive audiences and create radically successful businesses. He challenges us to "build your audience first, then create your product". His not-so-typical business advice isn't just for start ups though, he also articulates clearly how an established business can use the principle of content marketing effectively.​ 

In Content Inc. Pulizzi lists the six steps for business launch as:

1. ​The Sweet Spot. Identify the intersection of your unique competency and your personal passion.
2. Content Tilting. Determine how you can tilt your sweet spot to find a place where little or no competition exists. 
3. Building the Base. Establish your number one channel for disseminating content.
4. Harvesting Audience. Use social media and search engine optimisation to convert one time visitors into long time subscribers.
5. Diversification. Grow your business by expanding into multiple delivery channels.
6. Monetisation. Now that your expertise is established, you can begin charging money for your products or services.​

This is in complete reverse order from any business start up or business planing advice I have read before! But Pulizzi isn't about trying to mimic the already established, he is breaking new ground and reaping the rewards.

I found the case studies of large and small businesses both inspiring and exciting. I work with clients to develop content marketing strategies and I have seen first hand the power of this approach for large and small organisations. To be challenged even further in this field is both scary and mind blowing.

I strongly recommend you get yourself a copy of Pulizzi's book and jump on a plane, like I did. A return trip from Townsville to Brisbane gave me the uninterrupted time to devour this title.

​Thanks Joe Pulizzi, you've just revved up my 2017 plans!