In my corporate marketing days, I often worked with our overseas marketing teams on product launches and marketing campaigns. The most complex part, in my opinion, wasn’t really content creation - it was implementing processes that were easy for everyone to understand and follow.
Elevate Others to Grow Your Business
We’ve got it all wrong about content.
It’s not about selling. It’s about helping.
Michael Stelzner, author of the new book Launch: How to Quickly Propel Your Business Beyond the Competition, says we need to create generous content that helps our audience –without expecting anything in return.
You’re likely thinking “How do I get my VP of Sales to believethat?” Give him (or her) this sobering statistic: fewer than one in three people trust marketing messages according to Edelman Digital’s annual survey of trust. Ugh.
I’m an avid reader of business books, but truthfully, I don’t find many that are helpful and offer up unique ideas I haven’t heard elsewhere. Many seem to be filled with fluffy strategies that aren’t relevant to my situation – well-defined tactics are often missing.
Here’s a book that really delivers outstanding strategies AND tactics: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman. If you want a book that clearly defines HOW to use content marketing with unique ideas, then you should read this. It’s a worthwhile time investment from the very beginning.
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