on 28 March 2009
Newspapers and TV are declining - the figures every month prove it. The content revolution is definitely here, brought about by people using the internet instead of the old school media to find things out. Companies used to advertising in the old media have a problem as its effectiveness declines. This book says companies should employ journalists to produce (almost) unbiased content to make their websites genuinely useful in their particular areas of expertise. It even says they should go further and publish their OWN magazines and the like. It raises an interesting question for me: Is it really better having companies producing editorial like this at the expense of newspapers and magazines, with their long-held standards of impartiality and thoroughness? Should information really be free? (Ask a war journalist and see what they say.) But away from the philosophising, for companies with websites and the web agencies that build them, "Get Content Get Customers" is a value-packed read. As a rallying call against dull "brochure-ware" company sites ("We were founded in 2002, we have three divisions, we are headed by some talented people blah blah blah"), this short, very practical book is fantastic.
on 29 October 2010
This book discusses the shift away from reliance by businesses on `traditional' marketing methods like advertising and sponsorship, and how they can leverage their ability to reach and communicate with many people at the same time using the internet. The recurring message is of the need for businesses to provide high quality content to all their online visitors in order to convert them to customers, and continue to keep them as happy customers.
There are four main sections: Coping with the Content Marketing Revolution; How to Put Content Marketing to Work; Learning from Smart Marketers; and Putting the Lessons into Action.
It's well-organised and easy to read, with plenty of before and after examples as well as website screenshots. There are 16 `best practice success stories' taken from large corporations right down to small one-person businesses right across the world. The authors present a diverse range of business types to illustrate how their principles apply to all.
Reading the case studies will both give you ideas and help you decide which types of content to use for your business situation, both offline and online. Chapter 4 (How to Select the Content Types that Best Match Your Strategy) provides a helpful list and brief descriptions of several options including blogging, newsletters, e-books, podcasts and video.
The final chapter takes us through an in-depth case study, using a fictitious company, as they develop their content marketing strategy from start to finish. Following the same steps will enable you to do the same for your business.
Get Content. Get Customers. shows us that there are many different ways to be in closer contact with our clients and prospects without the need for massive corporate budgets of old. The lessons for businesses online are just as relevant today as when the book was published (in 2008) - probably even more so.
If you've ever wondered what type of content to produce for your business and how to present it online, I recommend you read this book.