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Joe Pulizzi

Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses Hardcover – September 8, 2015

by Joe Pulizzi (Author)

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Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money)
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The NEW Rulebook for Entrepreneurial Success

What's the surest way to startup failure? Follow old, outdated rules.

In Content Inc., one of today's most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it's about developing valuable content, building an audience around that content, and then creating a product for that audience.
Notice a shift?

Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It's a brilliant reverse-engineering of a model that rarely succeeds.

The radical six-step business-building process revealed in this book is smart, simple, practical, and cost-effective. And best of all, it works. It's a strategy Pulizzi used to build his own successful company, Content Marketing Institute, which has landed on Inc. magazine's list of fastest growing private companies for three years straight. It's also a strategy countless other entrepreneurs use to build their own multi-million dollar companies. Build an audience and you'll be able to sell pretty much anything you want.

Today's markets are more dynamic and customers are more fickle than ever before. Why would you put all your eggs in one basket before securing a loyal customer base? Content Inc. shows you how to get customers first and develop products later. It's the best way to build a solid, long-lasting business positioned for today's content-driven world. This is the simple but profoundly successful entrepreneurial approach of one of today's most creative business minds.

A pioneer of content marketing, Pulizzi has cracked the code when it comes to the power of content in a world where marketers still hold fast to traditional models that no longer work. In Content Inc., he breaks down the business-startup process into six steps, making it simple for you to visualize, launch, and monetize your own business. These steps are:

The "Sweet Spot": Identify the intersection of your unique competency and your personal passion
Content Tilting: Determine how you can "tilt" your sweet spot to find a place where little or no competition exists
Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.)
Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers
Diversification: Grow your business by expanding into multiple delivery channels
Monetization: Now that your expertise is established, you can begin charging money for your products or services

This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you'll be running your own profitable, scalable business.

Pulizzi walks you step by step through the process, based on his own success (and failures) and real-world multi-million dollar examples from multiple industries and countries. Whether you're seeking to start a brand-new business or drive innovation in an existing one, Content Inc. provides everything you need to reverse-engineer the traditional entrepreneurial model for better, more sustainable success.

Joe Pulizzi is an entrepreneur, professional speaker, and podcaster. He is the founder of several startups, including the Content Marketing Institute (CMI), recognized as the fastest growing business media company by Inc. Magazine in 2014. CMI produces Content Marketing World, the world's largest content marketing event, and publishes the leading content marketing magazine, Chief Content Officer. Pulizzi's book Epic Content Marketing was named one of Fortune magazine's Five Must Read Business Books of the Year.

Print length

352 pages
Language

English
Publisher

McGraw-Hill Education
Publication date

September 8, 2015
Dimensions

6.5 x 1.2 x 9.3 inches
ISBN-10

125958965X
ISBN-13

978-1259589652
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Editorial Reviews

Review

“Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.”
-Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0

"How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.”
-Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You

"If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written."
-Jay Baer, New York Times bestselling author of Youtility"

The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves!"
-David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service

"The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy."
-Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods"

What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling."
-Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules

"Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model."
-John Lee Dumas, Founder, EntrepreneurOnFire"

The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint."
-Scott Stratten, bestselling author and President of UnMarketing Inc."

Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort!"
-Scott Maxwell, Managing Partner/Founder OpenView Venture Partners

Review

From the Publisher

Joe Pulizzi (Cleveland, OH) is the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands.

From the Back Cover

"Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It's called content marketing, and this book is a great way to master this new technique."
-Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0

"How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success."
-Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You

"If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written."
-Jay Baer, New York Times bestselling author of Youtility"

The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves!"
-David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service

"The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy."
-Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods"

What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling."
-Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules

"Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model."
-John Lee Dumas, Founder, EntrepreneurOnFire"

The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint."
-Scott Stratten, bestselling author and President of UnMarketing Inc."

Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort!"
-Scott Maxwell, Managing Partner/Founder OpenView Venture Partners

About the Author

Joe Pulizzi is founder of Content Marketing Institute, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe's third book, Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less was named one of "Five Must Read Business Books of 2013" by Fortune Magazine. You can find Joe on Twitter @JoePulizzi. If you ever see Joe in person, he'll be wearing orange.

Publisher ‏ : ‎ McGraw-Hill Education; 1st edition (September 8, 2015)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 352 pages
ISBN-10 ‏ : ‎ 125958965X
ISBN-13 ‏ : ‎ 978-1259589652
Item Weight ‏ : ‎ 1.29 pounds
Dimensions ‏ : ‎ 6.5 x 1.2 x 9.3 inches

Best Sellers Rank: #322,708 in Books (See Top 100 in Books)
- #327 in Direct Marketing (Books)
- #406 in Customer Relations (Books)
- #428 in Marketing for Small Businesses (Books)

Customer Reviews:
227 ratings

Customer reviews

5 star		70%
4 star		20%
3 star		6%
2 star		1%
1 star		2%

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Top reviews from the United States

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Josh Steimle

This Book Helped Me Launch an Event Series

Reviewed in the United States on January 15, 2017

Verified Purchase

The only reason I'm not giving it five stars is because I don't give any book five stars unless it's either written by God or David McCullough.

I owe soooo much to this book, and its predecessor Epic Content Marketing. These books helped me turn my tiny one-man agency into a global marketing agency because instead of "just writing articles" I leveraged my writing for Forbes into writing for Mashable, TechCrunch, Entrepreneur, and 10 other pubs, started doing video marketing, and when I moved to Shenzhen, China to open our newest office I remembered the part of this book that talked about starting and event series as a form of content marketing and we just made it happen this last weekend with our first event, the China Marketing Summit, which attracted 600 attendees with no website, pretty much just word of mouth marketing, and all in about two months from concept to execution. We billed it a "beta" event and we're now planning on 6,000 attending the main event in July. And no, we don't have tons of cash to do this type of stuff, in fact we only spent a few hundred bucks on the first event. The rest came from ticket sales and sponsors we hustled to get, so the event paid for itself. This first one wasn't profitable (we almost broke even) but the next one we're expecting to be wildly profitable based on what we learned from the first one and how much better set up we are now.

Thanks Joe!

PS - That guy in the red hoodie in the photo? That's Peter Vesterbacka, creator of Angry Birds. Yeah, we got him to come from Finland and speak at our conference. It's amazing what you can do if you hustle a little.

20 people found this helpful

Helpful

Julie Graff

A Must-Read for Anyone Crafting Content Strategies-Entrepreneur or Not

Reviewed in the United States on July 19, 2016

Verified Purchase

The concept behind Content, Inc., is using content to build an audience BEFORE you have anything to sell them. You can then learn about your audience, their pain points, and the solutions that they would really pay money for.

I’m not an entrepreneur and don’t play one on TV 😉 Nonetheless, this is one of the best books on content I have ever read, and I feel it should be required reading for anyone trying to build a content strategy.

Content, Inc., is blueprint for building a business from content, but more than that, it’s an extensive guide for creating content that rises up above all the noise.

That means creating great content isn’t enough. You must write from the intersection of your skill and passion (your “sweet spot”), target a narrowly defined audience that will find your content indispensable, and then find a”tilt”–that content hole that no one else online is filling. By following this formula, you have a story to tell that will stand out from the clutter.

In a way, it’s so simple that it’s hard to believe that this isn’t the way it’s always done. But so often, brands go into content without any real plan, or if there is a plan, it looks virtually everyone else’s. The strategy recommended here takes you from being a nobody to being a Joe Pulizzi, Michael Stelzner, or Ian Cleary (all whose stories are told in the book).

That is the heart of the book, but there is so much more: Leveraging influencers, repurposing, speaking, book writing, monetizing, etc. You’ll find numerous examples of platforms you can use as your content hub or to promote your content. For non-entrepreneurs like myself, there are some things that don’t apply–but not much.

I was asked to read this book by our CEO and borrowed it from our company library, but within the first chapter, I wanted my own copy so I could highlight and bookmark key areas. There are so many ideas and actionables in this book, it is going to serve as a constant resource I’ll be referring back to often.

13 people found this helpful

Helpful

P.W.A.

Good For Absolute Beginners Using Content Marketing

Reviewed in the United States on January 29, 2018

Verified Purchase

I loved the hype around this book and bought it instantly. I have to say, if you've been in the digital marketing space for a year or more, you won't find anything too ground-breaking in this book. I scanned it for about 5-10 minute when I got it, and then returned it. However, if I had someone who was new to content marketing or digital business enterprises, I would have given it to them. It's still a good book, honestly!

It's just not for intermediate level or beyond. Even if you're not a pro, I think you'd read through it and think "I kind of already knew that". Seasoned online entrepreneurs might think, "If you're not using the business model mentioned here, where have you been the last ten years? It's been tribe-building before selling for a very long time."

Learning about how to create content--in all its forms--is actually pretty easy. You just have to do it for a while to nail your audience, style, tone, platform channels, etc. You won't be a pro blogger over night, of course. And the technical side isn't all that technical if you get a wordpress plugin like Yoast. As for non-textual content, there are millions of epic tutorials on this. If you want all that conveniently put into one book, this is it. Buy it.

13 people found this helpful

Helpful

Drew Neisser

Essential Reading for Entrepreneurs & Aspiring Content Marketers

Reviewed in the United States on August 24, 2016

Verified Purchase

FYI, I listened to this book first. Without question, this is a “must-read” for anyone hoping to gain a competitive advantage via content marketing. Narrated by the author, Pulizzi delivers a comprehensive yet somehow concise guide that will benefit beginners and pros alike. Packed with real-world case histories, Pulizzi’s book also manages to be inspiring, which is critical given the time and effort it takes to build a successful content program.

Perhaps the most differentiating idea in Pulizzi’s book is that you should build an audience before you figure out what it is you want to sell them. Certainly this approach turns every other business model on its ear, but he backs it up with a myriad of examples of entrepreneurs who did just that.

As final proof of the value of this book — after listening to it a couple of times, I also purchased the hard copy to reference later on.

7 people found this helpful

Helpful

Top reviews from other countries

Antti Pietilä

For Content Marketers who are aiming high

Reviewed in the United Kingdom on March 18, 2016

Verified Purchase

Joe Pulizzi's Content Inc is so far the best book on Content Marketing I have read so far, and I have read them a lot as a CEO of content marketing software startup, speaker, trainer and consultant. At least Pulizzi's thought are quite aligned with mine:-)

Content Inc is not only about content, content marketing and content marketing strategy. It's also about strategy. How to build a business the new way, building audience first, and then the product. Although not mentioned in the book, similar approach of building audience of a sort first, and then product has been recently used very successfully by e.g. Slack, team communication app. Slack was valued to 2.2 Billion USD one year after launch, which has been unheard of in B2B SaaS-software scene. But they started building audience year before launch and were able to launch the product to 15 000 fans.

If you are a marketer just looking for quick "how to bluff your way into content marketing" -book, look elsewhere. But if you are a Chief of something, entrepreneur or even a solo consultant, this might just be the best book on marketing this year.

This book is also available as an audio book from Amazon's Audible. I "read" it by listening audio version, but also bought paper version for desk reference.

Amazon Customer

A good read, took me a while

Reviewed in the United Kingdom on December 7, 2016

Verified Purchase

A good read, took me a while. It has some good information in there and most importantly information and examples of other successful people out there. An interesting and different business model, it's worth a try. Decent book.

One person found this helpful

Jaz

Great!

Reviewed in the United Kingdom on April 26, 2020

Verified Purchase

A great book full of good information and tips. Highly recommended.

Yve

Fantastic Job!

Reviewed in the United Kingdom on October 1, 2015

Verified Purchase

As Usual , Joe Pulizzi over delivered. He has broken content marketing down in such a way that any type of business owner can run with it.
Fantastic Job !

Caroline

The only book you need to read about blogging

Reviewed in the United Kingdom on October 29, 2015

Verified Purchase

Perfect for anyone who's ready to take content marketing for their business seriously.

See all reviews

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