The NEW Rulebook for Entrepreneurial Success What's the surest way
to startup failure? Follow old, outdated rules. In Content Inc.,
one of today's most sought-after content-marketing strategists
reveals a new model for entrepreneurial success. Simply put, it's
about developing valuable content, building an audience around that
content, and then creating a product for that audience. Notice a
shift? Author Joe Pulizzi flips the traditional entrepreneurial
approach of first creating a product and then trying to find
customers. It's a brilliant reverse-engineering of a model that
rarely succeeds. The radical six-step business-building process
revealed in this book is smart, simple, practical, and
cost-effective. And best of all, it works. It's a strategy Pulizzi
used to build his own successful company, Content Marketing
Institute, which has landed on Inc. magazine's list of fastest
growing private companies for three years straight. It's also a
strategy countless other entrepreneurs use to build their own
multi-million dollar companies. Build an audience and you'll be
able to sell pretty much anything you want. Today's markets are
more dynamic and customers are more fickle than ever before. Why
would you put all your eggs in one basket before securing a loyal
customer base? Content Inc. shows you how to get customers first
and develop products later. It's the best way to build a solid,
long-lasting business positioned for today's content-driven world.
This is the simple but profoundly successful entrepreneurial
approach of one of today's most creative business minds. A pioneer
of content marketing, Pulizzi has cracked to code when it comes to
the power of content in a world where marketers still hold fast to
traditional models that no longer work. In Content Inc., he breaks
down the business-startup process into six steps, making it simple
for you to visualize, launch, and monetize your own business. These
steps are: * The "Sweet Spot": Identify the intersection of your
unique competency and your personal passion * Content Tilting:
Determine how you can "tilt" your sweet spot to find a place where
little or no competition exists * Building the Base: Establish your
number-one channel for disseminating content (blog, podcast,
YouTube, etc.) * Harvesting Audience: Use social-media and SEO to
convert one-time visitors into long-term subscribers *
Diversification: Grow your business by expanding into multiple
delivery channels * Monetization: Now that your expertise is
established, you can begin charging money for your products or
services This model has worked wonders for Pulizzi and countless
other examples detailed in the book. Connect these six pieces like
a puzzle, and before you know it, you'll be running your own
profitable, scalable business. Pulizzi walks you step by step
through the process, based on his own success (and failures) and
real-world multi-million dollar examples from multiple industries
and countries. Whether you're seeking to start a brand-new business
or drive innovation in an existing one, Content Inc. provides
everything you need to reverse-engineer the traditional
entrepreneurial model for better, more sustainable success. Joe
Pulizzi is an entrepreneur, professional speaker, and podcaster. He
is the founder of several startups, including the Content Marketing
Institute (CMI), recognized as the fastest growing business media
company by Inc. magazine in 2014. CMI produces Content Marketing
World, the world's largest content marketing event, and publishes
the leading content marketing magazine, Chief Content Officer.
Pulizzi's book Epic Content Marketing was named one of Fortune
magazine's Five Must Read Business Books of the Year.
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