Epic content marketing : how to tell a different story, break through the clutter, & win more customers by marketing less

353 Pages·2013·33.08 MB·English

by  Pulizzi

More Praise for
Epic Content Marketing
“Joe Pulizzi has made me a content believer! Starting today, we will start
to develop our business content with a devoted discipline to behave
more like a great media company.” 
Katherine Button Bell,
Vice President & Chief Marketing officer, 
emerson
“Joe Pulizzi may know more about content marketing than any person
alive. he proves it in these pages.”
Jay Baer,
New York Times Bestselling author
of Youtility: Why Smart Marketing
Is About Help Not Hype
“the future of successful brand building, and especially the art of solidi-
fying the emotional connection between people and brands, will require
expertise in Content Marketing. Epic Content Marketing gives all the
details practitioners need without overcomplicating.” 
ProfeSSor Joann SCiarrino,
Knight Chair
Digital advertising and Marketing,
university of north Carolina–Chapel hill
“Joe Pulizzi is the godfather of our burgeoning profession of Content
Marketing. he lays out the objectives, principles, and core strategies of
our field in a way that’s easy-to-understand, inspiring, and entertaining.
if your company doesn’t yet realize that it’s a media company, with all
the challenges and advantages that implies, you’re missing the most
powerful way to connect with your customers.”
Julie fleiSCher,
Director of Media & Consumer engagement,
Kraft foods
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Epic
c o n t E n t
MarkEting
How to tell a Different Story,
Break tHrougH tHe Clutter, anD
win More CuStoMerS By Marketing leSS
JoE pulizzi
new york Chicago San francisco athens london Madrid
Mexico City Milan new Delhi Singapore Sydney toronto
Copyright © 2014 by Joe Pulizzi. All rights reserved. Except as permitted under the United States
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publisher.
ISBN: 978-0-07-181991-6
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Cont ent s
Foreword. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . xiii
Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xv
Part I
Content Marketing—there and Back again
CHAPteR 1 What Is Content Marketing?. . . . . . . . . . . . . . . .3
CHAPteR 2 The History of Content Marketing. . . . . . . . 13
CHAPteR 3 Why Content Marketing?. . . . . . . . . . . . . . . . . . .19
CHAPteR 4 The Business Model of
Content Marketing
. . . . . . . . . . . . . . . . . . . . . . . . . .29
CHAPteR 5 The Business Case for
Content Marketing
. . . . . . . . . . . . . . . . . . . . . . . . . .41
CHAPteR 6 Tomorrow’s Media Companies. . . . . . . . . . . .49
Part II
Defining Your Content Niche and Strategy
CHAPteR 7 More Right or Less Right. . . . . . . . . . . . . . . . . . .69
CHAPteR 8 What Is Epic Content Marketing?. . . . . . . . .75
v
vi CoNteNtS
CHAPteR 9 The Goal of Subscription. . . . . . . . . . . . . . . . . . .83
CHAPteR 10 The Audience Persona. . . . . . . . . . . . . . . . . . . . . .93
CHAPteR 11 Defining the Engagement Cycle. . . . . . . . .103
CHAPteR 12 Defining Your Content Niche. . . . . . . . . . . . . .111
CHAPteR 13 The Content Marketing Mission
Statement
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Part III
Managing the Content Process
CHAPteR 14 Building Your Editorial Calendar. . . . . . . . . 131
CHAPteR 15 Managing the Content
Creation Process
. . . . . . . . . . . . . . . . . . . . . . . . . . . .139
CHAPteR 16 Content Types. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .159
CHAPteR 17 Finding Your Content Assets. . . . . . . . . . . . .203
CHAPteR 18 Extracting Content from Employees. . . . 211
CHAPteR 19 The Content Platform. . . . . . . . . . . . . . . . . . . . . .215
CHAPteR 20 The Content Channel Plan in Action. . . .223
CoNteNtS vii
Part IV
Marketing Your Stories
CHAPteR 21 Social Media for Content Marketing. . . . .231
CHAPteR 22 Alternative Content Promotion
Techniques
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .253
CHAPteR 23 Leveraging a Social Influencer Model
for Content Marketing
. . . . . . . . . . . . . . . . . . . . .267
Part V
Making Content Work
CHAPteR 24 Measuring the Impact of Your
Content Marketing
. . . . . . . . . . . . . . . . . . . . . . . . .277
CHAPteR 25 The Evolution of Your Epic Story. . . . . . . .299
Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .317