- Paperback: 175 pages
- Publisher: Orbit Media Studios, Inc.; 4th ed. edition (22 Aug. 2016)
- Language: English
- ISBN-10: 0988336464
- ISBN-13: 978-0988336469
- Product Dimensions: 20.3 x 1.3 x 25.4 cm
- Amazon Bestsellers Rank: 70,782 in Books (See Top 100 in Books)
Content Chemistry: The Illustrated Handbook for Content Marketing Paperback – 22 Aug 2016
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Andy does it again, with an outstanding follow up to Content Chemistry. The lecture and lab approach is a must for anyone serious about creating and promoting genuine content to grow their business through web marketing. We have added several copies to our library. Arnie Kuenn, CEO, Vertical Measures, author, Content Marketing Works"
"Andy does it again, with an outstanding follow up to Content Chemistry. The lecture and lab approach is a must for anyone serious about creating and promoting genuine content to grow their business through web marketing. We have added several copies to our library. --Arnie Kuenn, CEO, Vertical Measures, author, Content Marketing Works
"Andy Crestodina is our go-to person for all things content marketing and in Content Chemistry Andy teaches you exactly what you need to know." --Adam Franklin & Toby Jenkins, authors, Web Marketing That Works
"I consider myself pretty savvy when it comes to content marketing, but Andy Crestodina proved me wrong. Not only did I learn a ton from reading Content Chemistry, it sits on my desk and I refer back to it nearly daily. It's required reading for everyone who works for Arment Dietrich." --Gini Dietrich, CEO, Arment Dietrich, author, Spin Sucks
About the Author
Andy Crestodina is the cofounder and the strategic director of Orbit Media Studios, an award-winning web design company, which has completed more than 1,000 successful website projects. He is a top-rated speaker at national conferences who is dedicated to the teaching of marketing. His favorite topics include search engine optimization, social media, analytics, and content strategy. He has written more than 100 articles on content marketing topics. He lives in Chicago.
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Most Helpful Customer Reviews on Amazon.com (beta)
You’re probably aware that we’re in an era where marketers can bypass media gatekeepers such as paid advertising and the news media and speak directly to their customers on the Internet by producing their own content.
This of course is why content marketing has had such a resurgence. I say resurgence because it’s not a new form of marketing necessarily. It’s just that for about the last 75 years, mass marketing through advertising and media relations worked. It worked beautifully as a matter of fact. But now people can avoid unwanted marketing messages and have much more control over what messages they receive.
If your content is helpful, useful or entertaining you’ll get their attention and they’ll come to know, like and trust you.
So there are a lot of businesses that are going back to content marketing, but there is a generation of marketers and businesspeople who are less familiar with how to get started with it in the age of the internet and social media. But fear not! If you are trying to get a handle on content marketing, from the trends down to the tactics, the book Content Chemistry is what you need.
The book is extremely well researched and ingeniously presented. It includes clear explanations of things like search engine optimization, social media, and email marketing. The book, which is refreshingly concise, is laid out like a chemistry textbook and carries that narrative, but in a fun and informative way. For instance it includes the periodic table of content, which is worth the price of the book alone.
The book is organized into two sections: Part 1 is entitled “Lecture” and Part 2 is “Lab.” See what he did there?
Now, I was an English major in college but was required to take a year of Chemistry.
The difference between that year of chemistry and the book “Content Chemistry” is that I actually understood and enjoyed “Content Chemistry.” You will too!
And, to listen to an interview with Andy Crestodina about “Content Chemistry,” visit MarketingBookPodcast.com.
It focuses extensively on using SEO to guide the development of your writing and content efforts, providing a clear procedure for optimizing individual posts and growing the overall traffic of a site. With advice on best practices for headlines, keyword research, and actual writing, Content Chemistry is not an overnight band-aid that you apply to your business's struggling marketing efforts – it requires steady work, but the material in this book can be used to build a serious online following.
Aside from SEO, this book offers some uncommon insight into connecting with influencers and growing your network of content creators and promoters.
A word of caution: if you are looking for the nitty gritty of Google ranking factors, or are looking for lists and best practices for 17 SEO tools, this isn't the book for you. But if you are a business owner, website owner, or writer looking to increase the online profile of your work, this book is a great place to start.
Yet, many of us do not have the time and energy to wade through all the reports, articles and data published by HubSpot, SEOmoz and the numerous other content marketing experts out there. We simply need the most pertinent tactics that will help us be successful - so we can get on with our other jobs, or get to know enough about this area to hire the right person to do this job.
This book cuts through all the noise around content marketing - and gets straight to the key information we need. Every page in this book packs a punch. It is concise, neatly presented and hits home. It started out as a quick read - I finished it in a day - but quickly became a reference book I turned to over and over again, as I started working on implementing the techniques and strategies.
If I have one criticism of this book, it is that it misses an opportunity to go into further depth. Andy's writings on Orbit Media Studios's blog presents another level of material beyond what is in this book, and should be used as a companion to this book.
Often cited in the Chicago Tribune, and often found presenting at industry events, Andy Crestodina has been incredibly successful using the techniques in this book to build Chicago's top web design agency. It is astonishing that he is so incredibly transparent about how he has achieved this success, and proactively teaches it, through channels such as this book.
He is one of the emerging marketers that understands that marketing is becoming a technology-based and metric-driven profession, and this new book demonstrates how to apply the curiosity and precision of a scientist to the reader's own marketing efforts.
While many marketing authors and bloggers are focused on telling marketers what they should do. Crestodina is at his best when he demonstrates exactly why. For example, he doesn't just tell you that guest blogging is good--he shows by the numbers why it can generate 200% more impact. He doesn't just tell you that optimized registration pages help, he shows how his firm generated a 1441.67% increase in conversions.
And in this book, Crestodina goes beyond why --Content Chemistry also shows "how." His overview of how to write an article explains how the writer should use the concepts of researching keyphrases, choosing headlines and links, and its eventual promotion before, during and after the actual job of writing is performed.
If that's not enough, be sure to check out his "Content Period Table" and easy-to-understand explanation on Google+ Authorship.
I thoroughly enjoyed Content Chemistry and highly recommend it to any marketer looking to leverage content as part of their marketing mix.
A few I've never read because they don't draw me in and their look and feel is lethargic and boring.
This book draws you in...but even more important, makes a complicated topic easy to understand.
Andy's book is a piece of art. It's designed beautifully. It's well written and full of substance.
When I recommend books on this topic this is my first choice.
I own the iPad version as well as the physical book. I prefer the physical book.
I would highly recommend this book if you want to understand content marketing.