Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your email address or mobile phone number.
Content Marketing: Think Like a Publisher - How to Use Content to Market Online and in Social Media (Que Biz-Tech) Paperback – AC-3, October 24, 2011
|New from||Used from|
Learning Leadership: The Five Fundamentals of Becoming an Exemplary Leader
Improve your leadership skills with this new book from the authors of "The Leadership Challenge." Learn more.
Frequently Bought Together
Customers Who Bought This Item Also Bought
About the Author
If you’re the author, publisher, or rights holder of this book, let ACX help you produce the audiobook.Learn more.
Top Customer Reviews
That said, as one of these "micro publishers" I was hoping this would be a "How to". It is well written by an obviously knowledgable author, but really isn't a How To, at least not for the vast majority of "publishers" who are not corporations. For that, because I think there is a broader expectation in the marketing of this book, it didn't get a 4 or 5 star review. The middle range reflects a balance between "author expertise and a worthwhile point of view" v. "lack of specifics for individual publishers who want to better market content".
I -do- think this might be a help to people applying for a corporate job as a content marketer--a growing field. Read it and incorporate some of the points into a job interview. I think it could be very helpful--in that context.
I can find fault with this, but it's minor. For example, if I had written the section on Social Bookmarking, I would have been sure to mention the dangers of only bookmarking your own content. However a later section goes into detail about curating other people's content.
I also found the books message on advertising to be a bit muddied. Page 7 tells us "on the internet, practically no one is searching for an ad." When I read that and the bit that followed about how content is better than advertising. I was wondering if she was about to denounce advertising entirely. No, not at all, as later sections make clear.
But I'm carping. In 200 pages or so, this really is a great fly-by of what you need to know. I'd recommend it for the owners or top managers of small to medium companies so that they can understand what their web and media people are up to. The examples of real companies are inspiring. Imagine a company with 73 separate blogs that share the common theme of selling the companies soldering products! Why 73? It's one for every keyword they identified.
This is current enough to include Google+, by the way, though not quite current enough to mention that G+ has opened business pages. I don't see that as any great problem, of course. This is the orientation book, the book you'd use to understand the landscape. Details are always changing and anybody who reads this surely understands that.
Continuing the 'think like a publisher' theme, an editorial calendar "ties that broader schedule together with specifics such as holidays, trade shows, company announcements, events (such as webinars), or new product launches... The editorial calendar also serves as an invaluable map for repurposing content."
The book includes examples of companies with impressive ROI from their content marketing efforts.
* Eloqua, a B2B technology company, "has, within two quarters, attributed $2.5 million in closed business to prospects who first downloaded one of the company's ebooks. Another $4 million is in the active buying process, according to the company."
* With an investment of only $1000, Blendtec created a series of "Will It Blend?" videos starring its CEO putting various objects in a blender. "Sales of Dickson's blenders rose more than 700%."
* Online shoe retailer Zappos has also found success with internally produced videos. The company has "more than 58,000 short videos of its staff (not professional models) showing off the shoes, bags, and clothes it sells. It found that when a product page includes a video explanation, not only do purchases rise [30%], but also returns decrease... The company is currently pumping out some 400 new short videos per day."
* SAP observed that traffic from social media sites "was converting at 2.5 times the amount of organic search traffic... `We believe the high conversion rate is because these people are very much engaged...Read more ›
For a content manager, this can be a brief reference book to find other resources. For those interested in working in content management, I believe the breadth of topics is overwhelming but as there is little depth, little can be used in actual practice.
Content is Cash, by Wendy Montes de Oca, I believe, is a superior book for most people interested in content management. The challenge, as Oca points out, is distribution of the content, which Oca's book focuses on. For most people, the challenge will be lesser in the content, as in Lieb's book.
Most Recent Customer Reviews
I would definitely recommend this book to anyone that wants to understand what Content marketing is about. Read morePublished on March 3, 2014 by Vincent
She has no idea. If this is wrong, her paradigm is wrong - I don't know where to begin to tell you how this book is worthless...Published on July 30, 2013 by Guiltybystander
If you are looking for a good explanation of what content marketing is, along with examples of content marketing in action, this book is a good place to start. Read morePublished on April 20, 2013 by Cathy Stucker
Online marketing and social media can quickly become overwhelming, so a book like Content Marketing is helpful in understanding all the methods and how they can help promote a... Read morePublished on November 17, 2012 by Leslie Truex
This book is a good basic guide for how to market your business by creating content online. The best advertisement in the 21st century is not just a banner sign on a website it is... Read morePublished on November 15, 2012 by Steve Burns
I'm not new to the realm of new media or social, internet, and content marketing, but I like to remain current and learn new techniques or tactics to try--that was my interest in... Read morePublished on October 16, 2012 by T. Adlam
Overall this book is informative and provides logical explations and relevant examples. It provides a great foundation for the what, why, and how of content marketing. Read morePublished on October 15, 2012 by Jill Shapiro
A fantastic resource for anyone who wants to get ahead with their online marketing. It really opened my eyes to what I can offer my clients (who have asked me about content... Read morePublished on August 6, 2012 by Kevin Campbell Films
What I liked--
A clear explanation of what content marketing is and why to use it
Good info on content aggregation. Read more