Content As a Business Model
We’ve been extolling the virtues of content marketing here at Duct Tape Marketing since before we really had terms like content marketing or inbound marketing. Not because I’m so smart I saw all of this coming in my crystal ball – because it was pretty obvious early on that people wanted content – they wanted to know how to do things.
Look around today and you’ll find numerous brands such as Copyblogger, Social Media Examiner and Mashable built first and foremost on content and only after a community coalesced did they find a way to monetize what the community demanded.
My guest for this week’s episode of the Duct Tape Marketing Podcast is Joe Pulizzi, founder and CEO of the Content Marketing Institute and the author of the new book Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses. We discuss content marketing strategy and what it can mean for you and your business.
the Content Marketing Institute is a Content Inc business. Naturally, they are all about content, but the business formed only because they were able to attract a large and loyal following that wanted to start paying for events and consulting.
Content Inc is a must read. As I state in the interview with Pulizzi one of my favorite things about the book is the appendices where they outline step by step how they produce and amplify content.
Questions I ask Joe:
- Is there still an opportunity to be successful in content marketing?
- How do you make money in the initial stages of a content campaign?
- What is the “Content Tilt?”
What you’ll learn if you give a listen:
- Why some businesses that try content marketing fail.
- How email strategy is the key to a successful content marketing campaign.
- Why you should build a following before developing a product.