A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing
What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.
It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:
• how consumer needs and expectations have changed and what this shift means for you
• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you
• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust
Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.
Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.
|Publisher:||McGraw-Hill Professional Publishing|
|Product dimensions:||6.00(w) x 9.10(h) x 1.00(d)|
About the Author
John Hall is the cofounder and CEO of Influence & Co., a firm that helps brands and individuals leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. He has grown his company’s revenue by more than 100 percent year-over-year since its founding in 2011; it is now the largest provider of expert content to online publications. In 2016, he won the EY Entrepreneur of the Year Award.
Table of Contents
1 How Your Consumers Are Changing 1
2 What Consumers Are Looking for in Brands They Trust 15
3 Building Relationships by Helping Others 29
4 Being Transparent and Likable 53
5 Remaining Consistent and Boosting Familiarity 77
6 Broadcasting Your Message through Content 87
7 My Journey 105
8 The Golden Rule of Communication 117
9 Beyond the Marketing Department 129
10 Populating All Stages of the Consumer Journey Through Strategic Distribution 143
Resource Library 163
Most Helpful Customer Reviews
Great book! Thought it was applicable to many different industries and types of positions.
The author exposes us in a very clear, concise way, with many practical tips and strategies how to achieve marketing content for those who do business online. A very important factor to be influential is also to become trustworthy, authentic person and keep you present. For this it is fundamental to develop a digital content strategy and make it a system or habit: to be consistent in creation, content quality and distribution. John Hall explains how to bridge the barriers of mistrust of audiences to build relationships of trust and influence people to think right about you at the right time. The most effective way to significantly influence our customers' lives and build a relationship that positively impacts them is to communicate through valuable digital content and useful information that can empower consumers in their lives and businesses, so we will be first in their minds as people with whom they would be interested to do business or offer some recommendation. It is also important to properly target the content to the right people, not hundreds of wrong people. Written in a very enjoyable way, with interesting real stories, research and also contains a practical and useful resources section. With tactics such as these, being a vehicle to drive the opportunities and goals of the company, we can make our brand grow. My gratitude to the Publisher and NetGalley for allowing me to review the book