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

by Joe Pulizzi

Overview

From one of today’s leading experts in content marketing, Content Inc. is the go-to guide to building a solid small business by establishing a loyal audience before you sell products or services.

In these pages, Joe Pulizzi provides a lower-risk, more effective way to create a path to success by re-engineering the process that so often leads to failure: You’ll learn how to develop valuable content, build an audience around that content―and then create a product for that audience. Content Inc. walks you through the entire process, showing how to:

• Choose a marketable content topic
• Figure out where little or no competition exists
• Choose your top channel for disseminating content
• Build long-term customer loyalty
• Monetize your product or service
• Expand your content into multiple channels
• Sell your content asset or scale it into a large enterprise

This updated edition includes new and enhanced coverage of platforms like TikTok, SnapChat, and Instagram, a new section about the exit strategy for the model, more practical how-tos, and current examples of companies that have successfully implemented these strategies.

Content Inc. provides an ingenious approach to business based on a profoundly simple concept: Having a singular focus on audience, and building a loyal audience directly, provide the best, most nuanced understanding of what products ultimately make the most sense to sell.

Apply the methods laid out for you in Content Inc., and create the business of your dreams.

Product Details

ISBN-13:	9781264257546
Publisher:	McGraw-Hill Professional Publishing
Publication date:	05/24/2021
Edition description:	2nd ed.
Pages:	368
Sales rank:	162,023
Product dimensions:	5.80(w) x 9.10(h) x 1.50(d)

About the Author

Joe Pulizzi is one of the world’s top content marketing authorities. He has founded three companies, including the Content Marketing Institute (CMI), launched dozens of events, including Content Marketing World. Pulizzi is the recipient of the 2014 John Caldwell Lifetime Achievement Award for content marketing from the Content Council.

Table of Contents

Introduction ix

Part I Starting the Journey

Chapter 1 Beginning with the End in Mind 3

Chapter 2 The Content inc. Opportunity 17

Part 2 The Sweet Spot

Chapter 3 Expertise + Desire 33

Chapter 4 Audience Deep Dive 43

Part 3 The Content Tilt

Chapter 5 Tilt or Bust 55

Chapter 6 How to Find and Test the Tilt 65

Chapter 7 Finalizing the Content Mission 81

Part 4 The Base

Chapter 8 Do One Thing … Great 93

Chapter 9 Selecting Your Platform 99

Chapter 10 Coming Up with Ideas 111

Chapter 11 The Content Calendar 119

Chapter 12 Finding Content Help 129

Part 5 Audience Building

Chapter 13 The Metric that Drives the Model 147

Chapter 14 Maximum Findability 161

Chapter 15 Stealing Audience 175

Chapter 16 Social Media Selection 191

Part 6 Revenue

Chapter 17 Survival Monetization 213

Chapter 18 Building the Revenue Model 221

Part 7 Diversify

Chapter 19 Building Out Extensions 251

Chapter 20 Acquiring Content Assets 261

Part 8 Sell or Go Big

Chapter 21 Exit Planning 275

Chapter 22 Evaluating Your Options 289

Part 9 Next-Level Content inc.

Chapter 23 Putting it All Together 301

Chapter 24 Join the Movement 309

Acknowledgments 319

Index 321