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Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses Hardcover – 16 Oct 2015
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From the Back Cover
Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. Its called content marketing, and this book is a great way to master this new technique.
-Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0
"How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your roadmap to startup success.
-Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You
"If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written."
-Jay Baer, New York Times bestselling author of Youtility"
The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business sell themselves!"
-David Meerman Scott bestselling author of ten books including The New Rules of Sales and Service
"The digital age has fundamentally reshaped the cost curve for entrepreneurs. Joe describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice and audience, building and monetizing a business is easy."
-Julie Fleischer, Sr. Director, Data + Content + Media, Kraft Foods"
What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling."
-Ann Handley, author of the Wall Street Journal bestseller Everybody Writes and Content Rules
"Today, anyone, anywhere with a passion and a focus on a content niche can build a multi-million dollar platform and business. I did it and so can you. Just follow Joe's plan and hisContent Inc. model."
-John Lee Dumas, Founder, EntrepreneurOnFire"
The Internet doesn't need more content. It needs amazing content. Content Inc is the business blueprint on how to achieve that. If you're in business and are tired of hearing about the need for content marketing, but want the how and the proof, Content Inc is your blueprint."
-Scott Stratten, bestselling author and President of UnMarketing Inc."
Content marketing is by far the best marketing strategy for every company and Joe is by far the best guru on the topic. I wish this book was available when we started our content marketing initiative. It would have saved us a huge amount of time and effort!"
-Scott Maxwell, Managing Partner/Founder OpenView Venture Partners
About the Author
Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource for content marketing.
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I owe soooo much to this book, and its predecessor Epic Content Marketing. These books helped me turn my tiny one-man agency into a global marketing agency because instead of "just writing articles" I leveraged my writing for Forbes into writing for Mashable, TechCrunch, Entrepreneur, and 10 other pubs, started doing video marketing, and when I moved to Shenzhen, China to open our newest office I remembered the part of this book that talked about starting and event series as a form of content marketing and we just made it happen this last weekend with our first event, the China Marketing Summit, which attracted 600 attendees with no website, pretty much just word of mouth marketing, and all in about two months from concept to execution. We billed it a "beta" event and we're now planning on 6,000 attending the main event in July. And no, we don't have tons of cash to do this type of stuff, in fact we only spent a few hundred bucks on the first event. The rest came from ticket sales and sponsors we hustled to get, so the event paid for itself. This first one wasn't profitable (we almost broke even) but the next one we're expecting to be wildly profitable based on what we learned from the first one and how much better set up we are now.
PS - That guy in the red hoodie in the photo? That's Peter Vesterbacka, creator of Angry Birds. Yeah, we got him to come from Finland and speak at our conference. It's amazing what you can do if you hustle a little.
I’m not an entrepreneur and don’t play one on TV 😉 Nonetheless, this is one of the best books on content I have ever read, and I feel it should be required reading for anyone trying to build a content strategy.
Content, Inc., is blueprint for building a business from content, but more than that, it’s an extensive guide for creating content that rises up above all the noise.
That means creating great content isn’t enough. You must write from the intersection of your skill and passion (your “sweet spot”), target a narrowly defined audience that will find your content indispensable, and then find a”tilt”–that content hole that no one else online is filling. By following this formula, you have a story to tell that will stand out from the clutter.
In a way, it’s so simple that it’s hard to believe that this isn’t the way it’s always done. But so often, brands go into content without any real plan, or if there is a plan, it looks virtually everyone else’s. The strategy recommended here takes you from being a nobody to being a Joe Pulizzi, Michael Stelzner, or Ian Cleary (all whose stories are told in the book).
That is the heart of the book, but there is so much more: Leveraging influencers, repurposing, speaking, book writing, monetizing, etc. You’ll find numerous examples of platforms you can use as your content hub or to promote your content. For non-entrepreneurs like myself, there are some things that don’t apply–but not much.
I was asked to read this book by our CEO and borrowed it from our company library, but within the first chapter, I wanted my own copy so I could highlight and bookmark key areas. There are so many ideas and actionables in this book, it is going to serve as a constant resource I’ll be referring back to often.
Perhaps the most differentiating idea in Pulizzi’s book is that you should build an audience before you figure out what it is you want to sell them. Certainly this approach turns every other business model on its ear, but he backs it up with a myriad of examples of entrepreneurs who did just that.
As final proof of the value of this book — after listening to it a couple of times, I also purchased the hard copy to reference later on.