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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

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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: #289,936 in Books (See Top 100 in Books)

More About the Author

Rebecca Lieb is an analyst at the Altimeter Group where she covers digital advertising and marketing.

A consultant, author, and sought-after speaker, Rebecca is the former VP of Econsultancy's US operations. She was VP and editor-in-chief of The ClickZ Network for over seven years. For a portion of that time, Rebecca also ran SearchEngineWatch.com.

Earlier, Rebecca held executive marketing and communications positions at strategic e-services consultancies, including Siegel+Gale, and has worked in the same capacity for global entertainment and media companies including Universal Television & Networks Group and Bertelsmann's RTL Television. As a journalist, she's written on media for numerous publications, including The New York Times and The Wall Street Journal. She spent five years as Variety's Berlin-based German/Eastern European bureau chief. Until recently, Rebecca taught at New York University's Center for Publishing, where she also served on the Electronic Publishing Advisory Group.

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful 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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4 of 4 people found the following review helpful By Anthony Lawrence VINE VOICE on November 23, 2011
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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5 of 6 people found the following review helpful By Chen Sun on December 10, 2011
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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2 of 2 people found the following review helpful By Matt VINE VOICE on December 13, 2011
Format: Paperback Vine Customer Review of Free Product ( What's this? )
This book highlights the shift in marketing from advertising to publishing. Its purpose it to help marketers think like publishers in order to take proper advantage of content marketing, which is an essential tool now more than ever before. It includes reviews of content channels (websites/social networks) and provides tips for utilizing each to engage your audience.

It explains:
-What content marketing IS
-Why it is vital to your online marketing efforts
-What kind of content YOU should be creating
-Digital Content Channels (social networks/online directories/Email, etc)
-Creating content for SEO (Search Engine Optimization)
-Listening and Responding to those who choose to consume your content
-Measuring your efforts
and more...

Whether you are just starting out with online/digital marketing or you have been at it for years, this book will undoubtedly give you new ideas for furthering your marketing efforts. It will help you to keep up with the shift that is taking place in marketing from direct to digital. The layout and flow of the book are well-constructed and the read is very enjoyable, although you will likely put it down on more than one occasion in order to jump on the computer and give something you just read a try!
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2 of 2 people found the following review helpful By Jim Burns on November 25, 2011
Format: Paperback Verified Purchase
Content Marketing is good book for people who want or need an initial understanding of Content Marketing.

I read it in a couple of hours on a plane ride. This makes it a good book to share with senior executives and others to help explain "why we're taking this approach to marketing". We all need that. We're all working with a few who "get it," surrounded by far too many who don't.

Given the significant mind, strategy and budget shifts required for organizations to pursue this course, making the case for content marketing is the first challenge proponents usually face.

Given the "dabbling" approaches and under performance organizations experience, having the plan and discipline to execute effectively is the next challenge.

Given the collaborative nature of content marketing, if the people we work with and require to provide key inputs (subject exerts) don't understand, the velocity, effectiveness and outcomes of this approach are significantly reduced. This book can help.
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