It will be valuable for beginners as well as experts. I’d recommend using it as a reference book as well and coming back to it when you are dealing specific situation that is covered in the book.
Flow: 4/5
Actionability: 5/5
Mindset: 4//5
Some of My Highlights:
“Let me repeat that: I believe the absolute best way to start and grow a business today is not by launching or pushing products, but by creating a system to attract, build, and retain an audience.”
“David won because he played an entirely different game than Goliath did. If David had fought Goliath in hand-to-hand combat, as tradition demanded, he would have lost.”
“This sweet spot is the intersection of a knowledge or skill set (something the entrepreneur or business has a competency in) and a specific audience desire.”
“We do this by consistently generating valuable content through one key channel (a blog, a podcast, YouTube, etc.).”
“Ann was successful because she focused on being great on one platform, not dabbling in many at once.”
“This is where we leverage social media as a key distribution tool and take search engine optimization seriously.”
“Our goal is to generate traffic to increase the opportunity to acquire an audience.”
“Great content marketers do two things differently from the rest: They document their content marketing strategy in some way (written, electronic, etc.). They review and refer to the plan on a regular basis.”
“Today consumers have almost unlimited choices when it comes to where and how they consume content.”
“In the past, many content creators would balk at the idea of working with nonmedia companies, because it was often considered less prestigious work.”
“70 percent of consumers prefer finding product information themselves over speaking directly to a company representative (Zendesk)”
“70 percent of consumers prefer getting to know a company via content rather than through ads (Content+)”
“…which is why patience with the Content Inc. model is key.”
“…be the informational resource for their customers and prospects…”
“…be the informational expert for your industry….”
“A lack of specialization is one of the biggest failures when it comes to content.”
“To be the expert in your industry, you must first define your customers’ pain points and the niche industry you will cover that will make a difference in your business and in your customers’ lives.”
“Many companies fail because they don’t pick a content niche that’s small enough.”
“For a Content Inc. approach to work, you need to embrace not just a content factory, but also an idea factory.”
“The essence of strategy is choosing what not to do.” – Michael Porter