What
are the six principles of “epic marketing?”
According
to Joe Pulizzi, the author of Epic Content Marketing (McGraw Hill Education),
the half-dozen keys to marketing your content are as follows:
1.
Fill a need in the market place.
2.
Be
consistent in what you deliver.
3.
Be
human and share stories about real people.
4.
Show
a point of view -- don’t be bland.
5.
Avoid
“sales speak.”
6.
Be
best of breed.
There
are up to 16 reasons why your current content marketing is failing, including
the following says Pulizzi:
1.
You
talk about yourself too much.
2.
You
are afraid to fail and just play it safe.
3.
You
are setting the bar too low.
4.
You
are not sourcing correctly.
5.
There’s
no call to action.
6.
You
are not serving a defined niche enough.
7.
Distribution
of content is inconsistent.
8.
You
are too slow, delaying action in the pursuit of perfection.
Below are a dozen content marketing commandments shared by Pulizzi in his book:
· The
content is more important than the offer.
· A brand
us is a relationship, not a tagline.
·
Content
without design doesn’t look appetizing (or deliver on marketing goals).
·
Before
you create your content masterpiece, first figure out how you are going to
market it.
·
Develop
and refine your content marketing mission statement.
·
Outsource
efficiently, or be effectively outsourced.
·
There
are no shortcuts to great content marketing; it takes a lot of elbow grease.
·
Never
overlook the power of simplicity.
·
Commit
to smarter usage of images in your content.
·
Develop
a series of stories for your industry on an aspect that has never been covered
before.
·
Whatever
you do this year, make sure you are telling a different story than everyone
else in your industry, not just the same story told incrementally better.
·
Create
a piece of content this year that would be completely unexpected, and see what
happens.
Pulizzi,
the founder of the Content Marketing Institute, has worked with hundreds of
brands, including dozens of Fortune 1000 companies. His book helps anyone
seeking to impact others online with attractive content. His new book shows how
to tell a different story, break through the culture, and win more customers by
marketing less.
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Brian Feinblum’s
views, opinions, and ideas expressed in this blog are his alone and not that of
his employer, the nation’s largest book promoter. You can follow him on Twitter
@theprexpert and email him at brianfeinblum@gmail.com. He feels more important when discussed in the third-person. This
is copyrighted by BookMarketingBuzzBlog © 2013
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