Epic Content Marketing: Intro, Ch. 1, & Ch. 2 – iAcquire Cliffs Notes Tuesday – 10.8.13

[music]. Oh. I didn't see you there. Welcome back to another edition of Cliffs
Notes Tuesdays. We are starting a brand new book. This time, or whatever, is "Epic Content Marketing"
by Joe Pulizzi. Some of you may have heard of Joe. He is the founder, I believe, and CEO of The
Content Marketing Institute. So, Contentmarketinginstitute.com. He hops right into it with this book. So, the way it's laid out is kind of like
blog posts, in that they're really short chapters. So, we're going to go through the introduction,
chapter one, and chapter two really quickly here for "Epic Content Marketing". So, one of the things that Joe says that really
resonated with me and how I feel when we're doing our own content marketing efforts is,
"Your customers don't care about you, your products, or your services.

They care about themselves." That's really important to know or keep in
mind when you're doing your content marketing efforts, and it's why advertising doesn't
work the same way that it used to, because people don't care about what you're trying
to sell them until they're in that mode where they're actually trying to buy that thing. So, with your content marketing efforts, you
really got to be mindful of: how can I inform or entertain this person until they're at
a point where they're at buying temperature? So, he also goes on to mention that CMI, the
Content Marketing Institute, has only spent $39,400 on advertising since its inception
in 2007. So, that's about six years, and that's a really
small amount of advertising budget that they spent. Because they've gone so far with their content
marketing efforts, they haven't really needed to spend so much on advertising. Here, at iAcquire, we don't spend that much
money on paid media at all either. We really do stuff like this and a lot of
blog posts, put out a lot of white papers and case studies and such.

That works really well for us. So, we really haven't spent that much on advertising. So, the next chapter goes into what is content
marketing. I'll read the definition straight out of the
book. "Content marketing is the marketing and business
process for creating and distributing valuable and compelling content to attract, acquire,
and engage a clearly defined and understood target audience, with the objective of driving
profitable customer action." It's pretty straightforward. He goes on to say, "Here are some of the other
names that content marketing is known under." I kind of disagree with some of them. He mentions inbound marketing as being the
same as content marketing. There's definitely some overlap there, but
inbound marketing is more about… The difference between inbound marketing and
content marketing is that content marketing is channel agnostic. It doesn't matter if you're putting your content
in paid media or not. In inbound, you're pretty much not putting
it in paid media at all. It also goes on to say that content strategy
is the same thing as content marketing, and I completely disagree with that as well.

Content marketing, in most cases, is just,
"I created something. I put it out. Let's see what happens." Whereas, content strategy has a lot more to
do with the process of the creation and maintenance of that content. So, there's also a section where he specifically
talks about the difference between social media marketing and content marketing. By their definition, they're saying that the
center of gravity for content marketing is your own website, rather than the social media
channels. I agree, and I also disagree with that as
well because if you're doing social media marketing the right way, at least the way
we do it, the end goal is always to bring somebody back to your site and make them fulfill
an action that helps out the brand. OK. So, onto chapter two. They talk about the history of content marketing.

Content Marketing Institute

Basically, what this chapter says is that
a lot of people have been doing content marketing for a really long time. So, he mentions 1895, John Deere started putting
out a magazine called "The Furrow", which was more about how to learn how to use the
John Deere tools to the best of your abilities, rather than just selling things to you. The Michelin Guide is another example of this. So, when people are traveling, they didn't
know what restaurants to go to or where to get their cars fixed. So, the Michelin Guide, as you know, is something
that's like a big thing. Restaurants that are highly Michelin rated
are the ones that are the Dorsias of our time. Dorsia is American Psycho reference, if you
didn't know. 1904, I believe. I can't even read my own handwriting, so don't
feel bad.

The Jell-O recipe book. Then, moving onto when Procter and Gamble
started doing soap operas. There are literally radio operas that were
sponsored by P and G to sell soap. Even today, you'll see these soap operas,
and the commercials will be really targeted to selling a consumer packaged good. Another quote that this chapter ends with:
"As smart content marketers, we need to keep in mind that channels come and go, but good
stories and storytelling last forever." So, that also really resonated with me because
it's true.

What do we talk about day in, day out? What is the content that catches fire on the
internet? It's the stuff that tells a good story. With that said, that concludes chapters one
and two and the introduction of "Epic Content Marketing." We will see you next week for another episode
of Cliffs Notes Tuesday. [music]..

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