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The Content Marketing Manifesto - Incredible Resource!
on February 28, 2012
Arnie Kuenn wrote a classic with "Accelerate". This book delivers BIG in every regard: it covers all the important aspects of content marketing, its interesting to read and its full of great real world examples of companies, large and small, that are putting content to work for their brands. As a fellow colleague in the content marketing industry, I have known Arnie for a few years now and every time he speaks, I listen. In fact, I find myself shaking my head in agreement every time I read something authored by him, watch a video produced by him or see him speak live. I have tremendous respect for the great things his company, Vertical Measures, is doing for companies everywhere; helping them to create compelling content and connect more effectively with their target market.
In Accelerate, Arnie touches on dozens of key strategies and tactics that any company can employ to power their content marketing efforts. I'd like to highlight a few that I thought were especially great.
On page 28, he shows the difference between a great product page, in this case a shoe purchase page from Zappos, and a bad product page. In this one example, in a very clear visual, you can see how great content makes a huge impact.
On page 48, he discusses "anyone know" Twitter searches, which I thought was a cool tool for finding quick, timely and relevant information on anything. Great stuff.
On page 80, he talks about the SEOMoz.org Keyword Difficulty Tool, which is something every company out there should know about and use. Its examples like this (and a few dozen more) that make the book so worthwhile.
Finally, on page 88, he shows us the example of FixYourDLP.com, which is one of the best examples of successful content marketing I have seen in a while. This company uses optimized web videos to teach, promote and eventually, sell their products...An example for all companies seeking content marketing success.
My favorite chapters were Ch. 7, which provided 16 content examples and Ch. 9 on Optimizing. The amazing detail in these chapters is worth ten time the purchase price and more.
I also love the "3 legged stool" concept of search, social and content marketing being the playbook for any company seeking more online impact. This is a key distinction and one that many companies new to content marketing miss. You need to do all three and do all three very well. One does not stand without the other two.
And the chapter on Link Building is a nice bonus. Many books in this space don't cover links as well as Arnie does here. In fact, link building is a standard in the SEO Arsenal, but gets missed by many "content strategists". Yes, you have to tell a good story, yes, you have to provide valuable content that people will like, but you cannot, absolutely cannot forget about those all important links and attracting as many as possible.
Along with my new book, Content is Currency, you have a fantastic 1-2 punch for total online content domination for your business. Buy this book today!