One way to achieve success on the Internet
Today’s availability of technology means that any business in any industry can develop an audience through consistent storytelling. No longer does the company with the biggest marketing budget win the most attention. Businesses are now rewarded on the substance of their message and on the audience they can attract through the consistent flow of information, according to Joe Pulizzi in his book Content Inc: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.
The author’s model for using content marketing to build a business involves six steps:
- The sweet spot: finding an area where your passion overlaps with your expertise
- The content tilt: finding a way of differentiating your content
- Building the base: publishing consistently in a single core channel
- Harvesting the audience: converting casual readers into subscribers
- Diversification: expanding the publishing process to additional channels
- Monetization: selecting products and services to bring profit to the business
The book contains numerous stories of people who have created remarkably successful businesses using this approach, but will it work for everyone? It seems to me that if you happen to be an expert in an area that many people are keen to discover more about, and no-one else is already filling that niche, then you have a real opportunity to succeed thought content marketing. If, however, your expertise is in an area that excites little interest or your area is already overwhelmed with content produced by competitors, your prospects of “Content Inc” success are much lower. But maybe the biggest barrier to success is generating the motivation to produce a steady stream of content in the first place.
I enjoyed reading the book, and I think it is an excellent guide to the practicalities of content marketing. The author writes in an engaging manner, and seems to be a very helpful and friendly person. Even if you decide that content marketing is not for you, you can still benefit from reading the book to gain an understanding of the relationship between cultivating an audience and gaining commercial success on the Internet.