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Epic Content Marketing : How to Tell a Different Story, Break Through the Clutter, & Win More Customers by Marketing Less - Joe Pulizzi

Epic Content Marketing

How to Tell a Different Story, Break Through the Clutter, & Win More Customers by Marketing Less

Hardcover Published: 3rd September 2013
ISBN: 9780071819893
Number Of Pages: 352

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One of FORTUNE Magazine's Top 5 Business Book Must-Reads How do you cut through the noise, commotion, and bad information that is right now cluttering up your customers' digital space?

One of the world's leading experts on content marketing, Joe Pulizzi explains how to attract prospects and customers by creating information and content they actually want to engage with. No longer can we interrupt our customers with mediocre content and sales messages they don't care about.

Epic Content Marketing takes you step-by-step through the process of developing stories that inform and entertain and compel customers to act--without actually telling them to. Epic content, distributed to the right person at the right time, is the way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about.

Once we hook customers with epic content, they reward us by sending our sales through the roof.

Epic Content Marketing provides everything you need to: Determine what your content niche should be to attract and retain customers Discover and develop your content marketing mission statement Set up a process for creating and curating epic content Learn how to leverage social and e-mail channels to create--and grow--your audience Measure the performance of your content--and increase your content marketing budget

With in-depth case studies of how John Deere, LEGO, Coca-Cola, and other leading corporations are using content to drive epic sales, this groundbreaking guide gives you all the tools to start creating and disseminating content that leads directly to greater profits and growth.

Whether you're the CMO of a Fortune 500, a digital marketer, or an entrepreneur, Epic Content Marketing gives you the tools you need to vanquish the competition. Start your epic journey now!

About the Author

Joe Pulizzi is a content marketing strategist, a professional speaker, and the founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World. Founder of three marketing services entities, he has worked with hundreds of brands including dozens of Fortune 1000 brands. Pulizzi is coauthor of Get Content Get Customers and Managing Content Marketing.

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Epic Content Marketing

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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 ofContent Marketing. 29 CHAPTER 5 The Business Case forContent 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 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 MissionStatement. 119

Part III Managing the Content Process

CHAPTER 14 Building Your Editorial Calendar. 131 CHAPTER 15 Managing the ContentCreation 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

Part IV Marketing Your Stories

CHAPTER 21 Social Media for Content Marketing. 231 CHAPTER 22 Alternative Content PromotionTechniques. 253 CHAPTER 23 Leveraging a Social Influencer Modelfor Content Marketing. 267

Part V Making Content Work

CHAPTER 24 Measuring the Impact of YourContent Marketing. 277 CHAPTER 25 The Evolution of Your Epic Story. 299

Index

ISBN: 9780071819893
ISBN-10: 0071819894
Series: Business Books
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 352
Published: 3rd September 2013
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.5 x 16.1  x 3.0
Weight (kg): 0.65
Edition Number: 1