Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You

Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You

by John Hall


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Product Details

ISBN-13: 9781260011920
Publisher: McGraw-Hill Professional Publishing
Publication date: 04/20/2017
Pages: 208
Sales rank: 306,504
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

Foreword ix

Acknowledgments xi

Introduction xiii

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

Notes 173

Index 177

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Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You 4.5 out of 5 based on 0 ratings. 2 reviews.
Anonymous 3 months ago
Great book! Thought it was applicable to many different industries and types of positions.
Reancont More than 1 year ago
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