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Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less Hardcover – Sep 1 2013

4.0 out of 5 stars 4 customer reviews

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Product Details

  • Hardcover: 352 pages
  • Publisher: McGraw-Hill Education; 1 edition (Sept. 24 2013)
  • Language: English
  • ISBN-10: 0071819894
  • ISBN-13: 978-0071819893
  • Product Dimensions: 17.3 x 3.1 x 23.6 cm
  • Shipping Weight: 581 g
  • Average Customer Review: 4.0 out of 5 stars 4 customer reviews
  • Amazon Bestsellers Rank: #75,833 in Books (See Top 100 in Books)
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Product Description

About the Author

Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource for content marketing.

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Top Customer Reviews

Format: Hardcover
I just stumbled across Epic Content Marketing this September when I was looking for Pulizzi’s more recent (and now on my shelf waiting to be read) Content Inc. Epic is right! This is the overall content marketing primer you need. In the first chapter, Pulizzi states: “Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you." …and then he spends the rest of the book explaining exactly how to do it.

Epic Content Marketing is incredibly informative and useful, with detailed explanations of such important topics as defining your audience, niche and content marketing mission statement to building your editorial calendar to measuring the impact of your content marketing. It answers every question I have! If you're interested in content marketing, or are getting started with it, get this book.
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Format: Hardcover Verified Purchase
Chalked full of actionable advice. I'm excited to implement a number of suggestions for our business, and our clients. If (like me) you aren't really sure what content marketing is all about, read this book. You'll be glad you did.
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Format: Kindle Edition Verified Purchase
If this book doesn't get your juices going and make you up your content marketing game... Wake up! Great examples and how-to advice from real world experience. Fantastic.
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Format: Hardcover Verified Purchase
The book is about content marketing however, I found the content of the book boring and far too long... so I believe the author needs to take his own advise when writing future books by adding better content and getting to the point.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0xa5efc0e4) out of 5 stars 124 reviews
47 of 49 people found the following review helpful
HASH(0xa579e348) out of 5 stars How to win customers on the Internet Sept. 19 2013
By John Gibbs - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Advertising is not dead, but content marketing is the driver that leading companies now use to capture the hearts and minds of their customers, according to Joe Pulizzi in this book. We need to be epic with our content marketing, focusing more on our customers and less on our products; to sell more, we need to be marketing our products less.

So what is this thing that the author calls "epic content marketing"? There are six principles:

* Your content must fill an unmet need or answer a question for your customer
* You must deliver your content consistently
* Your content needs to be written in your voice, preferably with some humour
* You need to express an opinion rather than giving a balanced history report
* You must avoid sales speak, as it destroys the value of your content
* You must aim to produce the very best content relating to your content niche

The book goes on to describe how to identify and define your content niche and content marketing mission statement, how to create an editorial calendar and manage the content creation process, different content types and content assets, how to use social media in marketing your stories, other content promotion techniques, and how to measure the impact of your content marketing initiatives.

The author writes in a clear and compelling style, and his advice seems to be very useful to anyone engaged in business but particularly to those with a marketing role. It seems to me that the more that businesses get on the content marketing bandwagon, the harder it will be for anyone to get found amongst all of the content, so there is a big advantage to getting into content marketing as soon as possible.
16 of 17 people found the following review helpful
HASH(0xa579e594) out of 5 stars Hands Down the Best Content Marketing Book Available Now - Phenomenal Read Oct. 18 2013
By Jon Wuebben - Published on Amazon.com
Format: Hardcover Verified Purchase
Content marketing is an evolving discipline. It has risen, very quickly, to become the most important tool in the digital marketing tool chest. Joe Pulizzi's new book, Epic Content Marketing, is quite simply, the very best book right now about the topic. I'm a content marketing guy myself, having written a couple of books on the subject and running a content development firm, so I know what's good and what's not. There are so many phenomenal takeaways in this book, I'm not sure where to begin. But before I do that, let me share with you why this is a "must have" book for your company:

* It covers content marketing from every angle and for every type of company, so it is comprehensive
* It brings up innovative ideas and strategies that no other book on the subject covers, so its groundbreaking
* The book is absolutely a page-turner, it flows so effortlessly. I finished the book, front to back on a 5-hour plane flight, and I never do that...with any book. That's how good this book is. So, it's easy to read.
* His enthusiasm for content marketing and passion for business "leap" off the page, you can't help but get caught up in Joe's positive energy. So, it's motivational.
* It is written by the "torchbearer" of the industry and one who I continually learn from...Joe Pulizzi, the guy who puts on the best content marketing event of the year, Content Marketing World. So, it's the absolute authority book.

And here are the specific things that I really enjoyed:

* The Foreword by Michael Brenner, VP of Marketing and Content Strategy at SAP. He explained how even a big, well respected company has learned and implemented the finer points of content marketing
* I like how he told his own story about Content Marketing Institute and how they use great content to power their own efforts
* And along those lines, Joe makes the book a personal story, by sharing parts of his private life to illustrate key points as well. He described how his own family uses a mission statement, which he has used to teach his children, and...how much it's made a difference. I like when authors share personal stories, it makes the reading experience more enjoyable.
* He makes a very key point to kick off the book..."your customers don't care about you, your products or your services. They care about themselves"...this is a mistake that so many companies are still making. This is a critically important distinction between companies that are winning and losing the content marketing game.
* Key insights into journalists and how they are changing the content marketing paradigm (ie. Joe mentions that "Journalists are no longer wary of working for non-media companies.")
* He explains a key change that most people have not thought about: the diminishing importance of traditional media outlets. He says "they simply do not have the resources that non-media companies have to compete over the long term". Translation: This means the door is wide open for any company to become the media in their industry.
* The case studies are inspiring: I loved the Legos story, Tesla, Coca-Cola's Content 2020 project, Red Bull and many more
* I loved his "Seven Ways to Take the Media World by Storm" on page 37...this is basically the blue print for your company to become a content marketing powerhouse. The "rent-to-own" strategy was a key learning point for me.
* The emphasis on "Story telling" and how it differs from being simply "content aware" or a "thought leader".
* The idea of focusing on subscription as a key content marketing goal. Very few companies do this now.
* Using Pippity for pop-over services - I'm checking them out this week!
* The idea of setting up "listening posts" to get real time feedback from customers (this is brilliant)
* Great section on Editorial Calendars and their importance to your content marketing success
* I LOVE how he spells out the harsh reality: that most SEO firms and traditional advertising firms don't get content marketing. Reader beware.

So, I could go on and on, but I think you get the idea: This is one of the best business books of the year, period. For all the above reasons and more, you absolutely NEED to get this book. It's quite simply an incredible read for any company, large or small, in any industry. Pick up a copy of Epic Content Marketing...today! You'll love it.
12 of 14 people found the following review helpful
HASH(0xa579e558) out of 5 stars Be Epic - It's not hard with this book Sept. 14 2013
By Sarah Mitchell - Published on Amazon.com
Format: Hardcover
In his closing address at Content Marketing World 2013, Joe Pulizzi advised more than 1700 content marketers in attendance to "Try". Like so many elements of content marketing, it's a simple concept to understand but difficult to implement. In his new book, Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less, Pulizzi manages to demystify both the art and science of the burgeoning content revolution and give marketers confidence and inspiration. Importantly, he also challenges the reader to get uncomfortable and assume a few risks.

The book is organized into five distinct sections starting with the history of content marketing and moving through strategy, process, implementation and measurement. Suitable for both the seasoned professional and marketing intern, Pulizzi's advice and examples guide the reader through the essentials of a successful content marketing program. Each chapter is summarized with an "Epic Thoughts" section, a helpful recap of the key points of the chapter, along with a comprehensive list of "Epic Resources". Pulizzi also provides online links to additional content and tools throughout the book demonstrating his commitment to being helpful, a principle he endorses as an essential trait of effective content. The final chapter in the book contains several checklists, examples, and prompts to help marketers develop and distribute epic content for their business.

The genius behind Epic Content Marketing is the easy blend of simplicity and complexity in its advice. The reader feels encouraged but also senses Pulizzi expects them to leave their comfort zone. While many business books offer a prescription for success, Pulizzi is throwing down the gauntlet and asking readers to experiment and take chances in order to uncover new and valuable customer stories. Pulizzi advises content marketers to embrace failure, forget about perfection but always move towards producing the very best content in their industry.

Epic Content Marketing stands out in the clutter of marketing books for several reasons. Pulizzi is a talented writer who packs a lot of information into easily digestible chapters. He's loaded each chapter with opinions and advice from expert practitioners, providing numerous case studies and success stories from both large and small organizations. He's generous with his own experience at the Content Marketing Institute giving frank insight into how content marketing has helped his own company to grow. Best of all, he's provided a structured road map that's equally useful for novices and experienced content marketers. His parting advice in this book is to "Be epic", a mandate that seems totally achievable with his help.
65 of 86 people found the following review helpful
HASH(0xa579ea50) out of 5 stars A magazine article that the publisher pumped up into a book Oct. 1 2013
By Steve and Idi Amin - Published on Amazon.com
Format: Hardcover
Joe may be the godfather of content marketing, but the tips in this beefed-up pamphlet are pretty thin gruel. Mission statements? Voice-of-Customer? Focus on content quality? Measure results?! Sure, buy a book to learn about all this ... or save your $15 by attending an after-work Social Media Week mixer and listen to that event's guest speaker.

I have a pretty high tolerance for books that are used as business cards--published on the cheap, endorsed by other authors with books or private consultancies to flog, and sold in the back of the room at the author's events or presold as price of attending such events. But this one may be the straw that broke the camel's back. The only conceivable benefit to this book is to arm new arrivals to the content business with talking points that don't sound idiotic. And if that's your goal, to have an executive summary of content marketing, there's better information available free online.
7 of 8 people found the following review helpful
HASH(0xa579ed44) out of 5 stars Why I Bought Epic Content Marketing Nov. 26 2013
By Dave Rothacker - Published on Amazon.com
Format: Hardcover Verified Purchase
There are interesting dynamics playing out in the review section here. Joe's friends and supporters; those who like the book and one who doesn't supported by twenty plus people who found his opinion helpful. If one reads the reviews in order to determine whether or not to buy the book, how does she sort through all of this?

To begin with, John Gibbs, Sarah Mitchell and Jon Wuebben's reviews here are solid and stone cold nail the question: What's this book about?

I have no skin in the game. I don't know Joe and I'm not involved in Content Marketing. My interests are in marketing, storytelling and the art of communication.

So why did I buy Joe's book? Because other authors whose opinions I value, talk highly of Joe's work. Now these authors aren't management and leadership writers, they are Joe's competitors. In Epic Content Marketing, Joe talks about them as well. The fact that these authors are on the same page, squares value for me. It broadens the degree in which I am able to get my mind around Content Marketing and it enriches my overall learning experience. It also speaks volumes of Joe as a businessman, teacher and person. That's why I bought it.