First off a disclaimer...I was involved in the production of this book. That said, I fell in love with this book in the first chapter when the authors lay out how you can uncover your brand's story. In my experience, very few brands go through the exercise to find the bigger story that their brand/business plays in. The authors go step-by-step through this process - from the history, to finding your main characters, to your true mission as an organization. Documenting all of this is critical to determining the type of content marketing that will truly attract and retain customers. Plenty of small brand and large brand examples to choose from - large brands like Lay's and Patagonia to smaller companies like Organic Valley.
Once the story is constructed, the authors lay out the principles to creating effective and transparent content marketing. The majority of the focus is how brands can and do give away vast amounts of free information, positioning themselves as true expert resources. Chapter 3 goes full into creating content for the right channel, using examples from Zappos and Target among others. Subsequent chapters focus on how to develop relationships with influencers and recruit employees to help spread the story throughout the web.
Overall, the book is written in a way that takes a sometimes complex subject and breaks it down into easily understood and actionable items. This will be super helpful for any organization trying to make the transition from a traditional marketing mindset, but there are enough examples and ideas in here that even an expert content marketer will get value from it.
Very light reading as it was a novel about the topic. Lots of examples about companies who did a transformation in their marketing practices to become more transparent. Although maybe more theoretical contents could be added to enriching the book
This is a great book. Very concise and informative. Anyone looking to develop a content marketing program for their business or brand needs to read this. Dechay is probably the most knowledgeable expert around when it comes to this kind of thing.