The Groundbreaking Content Marketing Book For Building Your Audience

There’s a common marketing refrain in today’s business world —  Content. Content. Content.

As the narrative goes, content, whether in print or digital form is a vital element in building connection with your audience. Content marketing allows you to nurture trust, generate leads, and boost sales conversions. 

Consistency in content development can enhance your credibility, inform your target base, and strengthen your reputation. Unfortunately most efforts to achieve this are scattershot, often lacking a thoughtful process for achieving the aims one is seeking.

Recently while at the Barnes and Noble in the Sugarhouse District of Salt Lake City, I stumbled upon a book entitled Content, Inc written by content marketing expert Joe Pulizzi. Intrigued, I purchased and poured through it in record time. 

My biggest takeaway: Laser focus your content with the aim of building an audience first. Then the opportunities will come.

Well, as luck would have it, on the heels of reading this first edition of his book, author Joe Pulizzi announced that he’s releasing a second edition (May 25th) “Content Inc: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money)”

On top of his publishing prowess, he has founded four companies including the digital content news site The Tilt as well as the Content Marketing Institute. In 2014, Joe received the "Lifetime Achievement Award" by the Content Council. 

Seeing that Joe resides in Cleveland, Ohio, in the Buckeye State where I hail from, I had to reach out to him. He was kind enough to offer an update on his soon to be released book and how readers can benefit from it.

Joe, offer us a brief overview of Content, Inc?

Sure. Content Inc. is a business model for content creators who want to become content entrepreneurs - build and grow a sustainable business. It's a seven-step strategy that was developed from interviewing hundreds of successful content creators.  Basically, instead of launching with a product, the question becomes how to launch a business by creating an audience first. In other words, once you build a loyal audience, then you can sell them pretty much whatever you want.

So what can readers expect with this latest update to your book? 

Since the original version in 2015, we've tweaked the model a bit, focusing on more revenue strategies and newer distribution channels.  But the biggest addition to this version is on exit strategy. Once a content entrepreneur reaches a certain size, we have multiple chapters on how a content entrepreneur can value and, if they wish, sell their business with a successful exit (like my wife and I did with our business in 2016).

Can you elaborate a bit on what other sorts of fresh content have been added? 

It's been six years since the original version. Since that time, we've seen case studies from all over the globe highlighting the successful execution of Content Inc models. In our interviews, we found out a few things that changed. For example, revenue moved up in the model. More content entrepreneurs were generating revenue quicker than we thought. We also added details on all the new social media platforms that have emerged since then. 

How has the content strategy landscape changed since the last edition of your book? 

We are seeing the industry split into the haves and have nots. Those companies that have focused on one audience and consistently deliver valuable information have built valuable assets over the past few years. At the same time, most companies are still floundering, focusing on covering too many audiences at one time, not delivering consistently (executing campaigns instead of long-term programs), and frankly, giving up too soon.

“Sell or Go Big” is a theme in your book. Can you briefly discuss this?

Once a Content Inc. model builds an audience, drives revenue and diversifies offerings, they have a few choices. For one, they can do like I did and sell the company and cash out. Second, they could decide to keep it as a lifestyle business. And third, they can decide to go big and become a diversified media operation. We talk about each of these models and how the content creator can make a decision.

“Content Tilt” is still a foundational bedrock to your work. Please describe what this concept involves and why it’s such an important part of a startup  business model?

The Content Tilt is an area of little to no competition on the web where the content creator has an opportunity to break through all the clutter out there. Some people call this "the hook." Basically, why should people engage in your content? How is your information different from anything else out there? You can do all the stages of the model correctly, but if you don't have a proper content tilt, it most likely won't work.

In Chapter 8 you talk about the importance of doing one thing great. Yet so many people are inclined to pursue a scattershot approach to their content strategy. Can you elaborate on this a bit?

One of the biggest problems with content creation today is diversifying too quickly. When a content creator gets an idea, they want to start a podcast, YouTube series, TikTok, membership site, etc. Basically they become jack of all trades, master of none. All successful media properties for the last 100 years have focused on creating one platform first and building a loyal, trusting audience. Then, once a minimum-viable audience is developed, then (and only then) should you diversify into other platforms.

How the pandemic impacted the narrative around content marketing, branding and curation? 

Couple levels here. For individuals, starting a content business is perhaps the fastest growing area of entrepreneurship. For larger enterprises, content marketing is a must have for innovative companies, especially when it comes to first-party data. As more privacy concerns arise, having direct access to an audience is critical for marketing (now that third-party data is almost being outlawed). There is a land grab to build audiences, which means that enterprises of all sizes are trying to create amazing content experiences to get and keep attention.

What 2-3 trends do you see emerging over the next 12-18 months? 

The big trend is in the acquisition space. Product brands are starting to swallow up content creators, especially since they are cash rich. You've seen this recently with the Hubspot buyout of The Hustle. This trend is just getting started. You are also seeing a move away from Facebook for brands, and a continuous movement toward email, as one of the last channels a content creator has any control over.

What is your greatest hope in terms of what readers walk away from your revised book with? 

That's easy...I'm trying to help more people around the world become financially free. I believe the Content Inc. model is the best, least risky way to help people make that happen.