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Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand [Kindle Edition]

Robert Rose
5.0 out of 5 stars  See all reviews (1 customer review)

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Product Description

Product Description

Let’s face it…content marketing is all the rage. Brands
around the world are spending (on average) over 25%
of their total marketing budget on content marketing.
There have been countless books and resources that have covered all aspects of content marketing
…from the why to the what to the where…but oddly enough, rarely the how. Not until now that
is. Managing Content Marketing shows you, in detail, how to manage content marketing within
your organization. Whether you come from a small company or multi-billion dollar brand, this
book will give you the ammunition and the ideas to develop a storytelling process that will create
passionate subscribers to your brand.
World-renowned content marketing experts Robert Rose and Joe Pulizzi have teamed up to help
marketing pros and business owners develop a content marketing plan that goes beyond theories,
and explains it in a way that can actually be implemented.
You’ll Learn How To:
- Build the Business Case for Content Marketing
- Develop a Content Marketing Strategy that Works for Your Business
- Tell a Consistent Story that Engages Your Customers
- Determine the Right Marketing Channels to Implement
- Create an Internal and External Workfl ow for Content Marketing
- Measure Content Marketing and Communicate Results to Internal Stakeholders

Product details

  • Format: Kindle Edition
  • File Size: 722 KB
  • Print Length: 183 pages
  • Page Numbers Source ISBN: 0983330719
  • Simultaneous Device Usage: Unlimited
  • Publisher: CMI Books; 1 edition (10 Oct. 2011)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B005VGMV5U
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #249,801 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
Format:Paperback|Verified Purchase
Length: 0:34 Mins
I really enjoyed 'Managing Content Marketing'. After reading the book you'll certainly re-consider your content strategy. Check out my video for a review.
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Most Helpful Customer Reviews on (beta) 4.6 out of 5 stars  24 reviews
13 of 13 people found the following review helpful
5.0 out of 5 stars A Great How To Book For Content Marketers 17 Oct. 2011
By James P. McDermott - Published on
It doesn't get much better than this if you're in the market for a step-by-step, how to set up, implement, and measure a successful content marketing program. While a great deal has been written about content marketing, this is the first step-by-step, how to get it done book that I've seen. And the authors do a terrific job of not only detailing how to do it, but they put in context why content marketing is necessary in today's tech driven market.
For those who stumble over concepts of how to be publisher and how to create compelling content for your audience, there is a terrific chapter on the art of storytelling that will help anyone develop a content creation plan. From the basic lessons of Ted Levitt's classic, Marketing Myopia, to Joe Campbell's, The Hero With A Thousand Faces, the authors have put together a 12-step guide to storytelling and great content that I think is worth the price of the book. They explain the basics of good storytelling and then provide a framework or structure to develop your own brand journey.
Overall, a practical and useful guide for developing the kind of content that can create brand dominance in the marketplace.
6 of 6 people found the following review helpful
5.0 out of 5 stars Simply put - The Haynes Manual for Content Marketing 18 Aug. 2012
By Mr Ian Truscott - Published on
Format:Paperback|Verified Purchase
I agree with the rest of the positive reviews here - this is a very practical "how-to" guide to Content Marketing, written in a easy to read style, full of good practices to implement, underlined by their experiences of how implementing these ideas changed businesses.

I purchased the book with a very real professional interest in implementing content marketing best practice. In a previous life as a consultant, the litmus test of our advice was what are the key practical actions that are going to change the way you work on Monday morning. To that end, this book is a fantastic resource. I know what I need to do on Monday....
8 of 9 people found the following review helpful
4.0 out of 5 stars Managing Content Marketing 22 Nov. 2011
By Jeffrey Ogden - Published on
Format:Paperback|Verified Purchase
Having read several books on content marketing and metrics, I was skeptical. Do we really need another one? But I'm happy to report that this is a value addition to the B2B marketing library. It's is a handbook on creating a great content marketing program. And they also share some innovative ideas around story, metrics and creating heroes.
4 of 4 people found the following review helpful
2.0 out of 5 stars Paolo 4 Jun. 2013
By paolo castano - Published on
Format:Kindle Edition|Verified Purchase
Too fluffy (for my needs and expectations), not really pragmatical. Does not paint a clear content taxonomy, and does not discuss differentiated strategies based on portfolio of digital content types. Finally, examples seem more suitable for small businesses. If you're using this book to capture insights on content management, in particular from a CPG (or even mid size consumer business) perspective, this book might not be on par with expectations.
3 of 3 people found the following review helpful
5.0 out of 5 stars A Book You Can Actually Use 22 Nov. 2011
By Kindle Customer - Published on
Finally, a book that doesn't just tell you about Content Marketing but actually shows you how to do it!

Managing Content Marketing is an excellent book that shows you exactly how to justify, plan, execute and measure a corporate content marketing program. And it does it less than 200 pages.

Authors Robert Rose and Joe Pulizzi have filled a huge need of the marketplace in this important area of marketing.

A few highlights:

Content Marketing is nothing new. Marketers have been using content to establish relationships with customers for years. Check out this video from CMI below going through the history of content marketing.

What has changed is how customers interact with products and services.

This has created an urgent need to make Content Marketing a formal, budgetized process within companies. The authors articulate this well.

The authors turn the age old "What's the Business Case" question into a cultural question. Companies must have a tolerance for innovation and yes, possible failure. Once this is accomplished, a trial content marketing program can be set up that will prove out the business case.

This is a reasonable point but I would have liked to see a sample model discussion that took into account classic metrics such as:

- Up-front program set-up costs
- # of site visitors increase over time
- Engagement levels
- Conversion rates
- Lifetime value of the customer

At the end of the day, most companies are still going to require a content marketing business case...with numbers. Perhaps this is a book idea in and of itself?

The Who's on First and Why chapter goes into why companies even need a content marketing program - but not enough in my opinion. I would have liked to have seen more robust and detailed information/statistics about this profound shift in information we are currently experiencing. This would have tee'd up the business case discussion better by putting it all within the context of a greater cultural and economic backdrop. The whole `paradigm shift' thing.

The chapter about the Non-Linear Engagement Cycle is a bit confusing at first but is worth rereading. The authors make a great point that marketers often try to fit all customers buying behavior into the classic linear "sales funnel" of Awareness, Interest, Desire and Purchase. But as we all know, customer buying behavior isn't that neat and tidy. Introducing a new non-linear process is a nice addition to this ongoing conversation.

Developing Your Pillars of Content was an excellent chapter. It reminds us that marketing is almost always about telling stories and always has been. But then the authors go farther and tell us how to create stories using tried and true methods like Christopher Vogler's The Hero's Journey and creating your own Story Map.

The authors provide some simple yet effective techniques to structure and organize your CM program using nothing more than an Excel spreadsheet. I found the Content Segmentation & Buying Cycle table particularly useful.

"When Content Management programs fail it's not because of lack of high quality content but because of a drop in execution".

No truer words have ever been said!

Read the Welcome to Workflow chapter to get a great idea about how to structure a CM program, how to hire and organize a CM team and how to govern the program with velvet gloves and not an iron hammer.

The authors reference many interesting books. It's given me a long list of titles to put on my must-read list.

Here are some of them:

Open Innovation: Researching a New Paradigm

Data Smog: Surviving the Information Glut Revised and Updated Edition

A Whole New Mind: Why Right-Brainers Will Rule the Future

The Writers Journey: Mythic Structure for Writers, 3rd Edition

Pragmatic Approach to Social Business by Jeremiah Owyang

Practical Wisdom: The Right Way to Do the Right Thing

Overall, Managing Content Marketing is a great addition to the ongoing discussion of content marketing for the organization. I recommend this book to any executive responsible for starting a content marketing program and wishes to take advantage of the years of experience and knowledge the authors have packed into this book.
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