6 of 7 people found the following review helpful
A definitive and insightful guide to content marketing for large-company B2B marketers,
This review is from: eMarketing Strategies for the Complex Sale (Hardcover)
Unlike many of the "new marketing paradigm" books, Albee doesn't repeat the viewpoint of "be everywhere, all the time blogging, twittering, [insert latest social media craze here]." Instead, she advocates a more thoughtful approach to content marketing, one that is better suited to the deliberate and complex marketing activity of large B2B companies.
The planning guidelines are very helpful for making manageable a large corporate content effort and measuring the impact of your new marketing efforts. If you want to give your executives a book to help them understand why you are taking your marketing activities in new directions, this is the one.
The book also presents many guidelines for copywriters on new marketing styles, storytelling techniques, and understanding reader's needs for and perceptions of content.
The book has one significant shortcoming, which caused me to rate it as 4-star instead of 5-star: The book presents only a few real-world examples. More examples would help to validate the author's points and add interest to what is sometimes a dry writing style.
Overall, this is a book that you'll want to give a thorough read, mark-up, share with your team, and reference again.