- Copertina flessibile: 217 pagine
- Editore: Que Pub; 01 edizione (14 ottobre 2011)
- Collana: Que Biz-Tech
- Lingua: Inglese
- ISBN-10: 0789748371
- ISBN-13: 978-0789748379
- Peso di spedizione: 318 g
- Posizione nella classifica Bestseller di Amazon:
Content Marketing: Think Like a Publisher--How to Use Content to Market Online and in Social Media (Inglese) Copertina flessibile – 14 ott 2011
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Le recensioni clienti più utili su Amazon.com (beta)
That said, as one of these "micro publishers" I was hoping this would be a "How to". It is well written by an obviously knowledgable author, but really isn't a How To, at least not for the vast majority of "publishers" who are not corporations. For that, because I think there is a broader expectation in the marketing of this book, it didn't get a 4 or 5 star review. The middle range reflects a balance between "author expertise and a worthwhile point of view" v. "lack of specifics for individual publishers who want to better market content".
I -do- think this might be a help to people applying for a corporate job as a content marketer--a growing field. Read it and incorporate some of the points into a job interview. I think it could be very helpful--in that context.
I can find fault with this, but it's minor. For example, if I had written the section on Social Bookmarking, I would have been sure to mention the dangers of only bookmarking your own content. However a later section goes into detail about curating other people's content.
I also found the books message on advertising to be a bit muddied. Page 7 tells us "on the internet, practically no one is searching for an ad." When I read that and the bit that followed about how content is better than advertising. I was wondering if she was about to denounce advertising entirely. No, not at all, as later sections make clear.
But I'm carping. In 200 pages or so, this really is a great fly-by of what you need to know. I'd recommend it for the owners or top managers of small to medium companies so that they can understand what their web and media people are up to. The examples of real companies are inspiring. Imagine a company with 73 separate blogs that share the common theme of selling the companies soldering products! Why 73? It's one for every keyword they identified.
This is current enough to include Google+, by the way, though not quite current enough to mention that G+ has opened business pages. I don't see that as any great problem, of course. This is the orientation book, the book you'd use to understand the landscape. Details are always changing and anybody who reads this surely understands that.
For a content manager, this can be a brief reference book to find other resources. For those interested in working in content management, I believe the breadth of topics is overwhelming but as there is little depth, little can be used in actual practice.
Content is Cash, by Wendy Montes de Oca, I believe, is a superior book for most people interested in content management. The challenge, as Oca points out, is distribution of the content, which Oca's book focuses on. For most people, the challenge will be lesser in the content, as in Lieb's book.
-What content marketing IS
-Why it is vital to your online marketing efforts
-What kind of content YOU should be creating
-Digital Content Channels (social networks/online directories/Email, etc)
-Creating content for SEO (Search Engine Optimization)
-Listening and Responding to those who choose to consume your content
-Measuring your efforts
Whether you are just starting out with online/digital marketing or you have been at it for years, this book will undoubtedly give you new ideas for furthering your marketing efforts. It will help you to keep up with the shift that is taking place in marketing from direct to digital. The layout and flow of the book are well-constructed and the read is very enjoyable, although you will likely put it down on more than one occasion in order to jump on the computer and give something you just read a try!
I read it in a couple of hours on a plane ride. This makes it a good book to share with senior executives and others to help explain "why we're taking this approach to marketing". We all need that. We're all working with a few who "get it," surrounded by far too many who don't.
Given the significant mind, strategy and budget shifts required for organizations to pursue this course, making the case for content marketing is the first challenge proponents usually face.
Given the "dabbling" approaches and under performance organizations experience, having the plan and discipline to execute effectively is the next challenge.
Given the collaborative nature of content marketing, if the people we work with and require to provide key inputs (subject exerts) don't understand, the velocity, effectiveness and outcomes of this approach are significantly reduced. This book can help.