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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

4 out of 5 stars 44 customer reviews

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Editorial Reviews

About the Author

Rebecca Lieb is a globally recognized expert on digital marketing, publishing, and media, and content strategy. She founded and led Econsultancy's US operations, was VP and editor-in-chief of The ClickZ Network for over seven years, and ran Search Engine Watch. She has held executive positions at strategic e-services consultancies including Siegel+Gale; and at global media companies including Universal Television ans Networks Group and Bertelsmann's RTL Television. She has written on media for The New York Times and The Wall Street Journal, and authored The Truth About Search Engine Optimization (FT Press), an Amazon.com best-seller.
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Product Details

  • Series: Que Biz-Tech
  • Paperback: 240 pages
  • Publisher: Que Publishing; 1 edition (October 24, 2011)
  • Language: English
  • ISBN-10: 0789748371
  • ISBN-13: 978-0789748379
  • Product Dimensions: 6 x 0.5 x 9 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (44 customer reviews)
  • Amazon Best Sellers Rank: #877,169 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Elisa 20 TOP 1000 REVIEWERVINE VOICE on December 22, 2011
Format: Paperback Vine Customer Review of Free Product ( What's this? )
I agree with the central point--that all who blog, Facebook, twitter, etc. are content publishers and should think of themselves (ourselves) as such and use marketing advice that is suitable for publishers in 2012. In other words, the very definition of publishing has changed and everyone in it should think about marketing as it relates to this changed world.

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.
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
Too many small businesses are totally unaware of the potential offered by the Internet. They may have a website, but it's really nothing more than a business card. For many years I have been telling my customers that they need to generate content if they want to stand out in the ocean of websites. I don't think any of them ever listened to me, but they certainly should and this book is what they should read now.

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.
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Format: Paperback Verified Purchase
"Instead of advertising, the shift is toward publishing... Companies are sharing: knowledge, expertise, and how-to. They know customers who might not have 30 seconds to spend on watching one of their ads might gladly surrender 30 minutes to dive into truly useful content."

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...
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Format: Paperback Vine Customer Review of Free Product ( What's this? )
A broad-in-scope but lacking-in-depth book on content strategies--in style comparable to a first year college survey book. Covers at least 17 content marketing channels, and then PR, advertising, reputation management, customer service, distribution, workflow,....

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.
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