How much do I want to read more? 7/10
The main philosophy is: "the absolute best way to start a business today is not by launching a product, but by creating a system to attract and build an audience."
That means finding your niche, creating a solid free content database, creating a "mailing list", then asking your audience what's their problem, and finally make to product they want.
[quote, Guy Kawasaki]
“Instead of throwing money away and sucking up to A-listers, now there is a better way to promote your business. It’s called content marketing, and this book is a great way to master this new technique.”
[quote, Sally Hogshead]
“How do you take the maximum amount of risk out of starting a business? Joe Pulizzi shows us. Fascinate your audience, then turn them into loyal fans. Content Inc. shows you how. Use it as your road map to start-up success.”
[quote, Jeffrey K. Rohrs]
“Content Inc. is the most personal of Joe Pulizzi’s books to date. The glimpse it provides into the minds of today’s content marketing leaders should serve as inspiration to anyone who wants to build their own company, career niche, or energized brand. You cannot put this book down without feeling motivated to go change your own future for the better.”
[quote, Jay Baer]
“If you’re serious about turning content into a business, this is the most detailed, honest, and useful book ever written. In the right hands, the advice in Content, Inc. is worth thousands of dollars.”
[quote, Ann Handley]
“What if you launched a business with nothing to sell, and instead focused first on serving the needs of an audience, trusting that the ‘selling’ part would come later? Crazy? Or crazy-brilliant? I’d say the latter. Because in today’s world, you should serve before selling.”
[quote, David Meerman Scott]
“The approach to business taught all over the world is to create a product and then spend a bunch of money to market and sell it. Joe outlines a radically new way to succeed in business: Develop your audience first by creating content that draws people in and then watch your business (and products) sell themselves!”
[quote, Julie Fleischer]
“The digital age has fundamentally reshaped the cost curve for entrepreneurs. The key challenge now is no longer access to capital, it is access to audience. Joe vividly describes the formula for developing a purpose-driven business that connects with an engaged and loyal audience around content. With brand, voice, and audience, building and monetizing a business is easy.”
[quote, John Lee Dumas]
“Today, anyone, anywhere with a passion and a focus on a content niche can build a multimillion-dollar platform and business. I did it and so can you. Just follow Joe’s plan and his Content Inc. model and you can make it happen.”
[quote, GEORGE BERNARD SHAW]
The reasonable man adapts himself to the world: the unreasonable man persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.
By focusing on building an audience first and defining products and services second, an entrepreneur can change the rules of the game and significantly increase the odds of financial and personal success.
Let me repeat that: I believe the absolute best way to start a business today is not by launching a product, but by creating a system to attract and build an audience. Once a loyal audience is built, one that loves you and the information you send, you can, most likely, sell your audience anything you want. This model is called Content Inc.
David and Goliath
David won because he played an entirely different game than Goliath did. If David would have fought Goliath as tradition demanded, one warrior in hand-to-hand combat against another, he would have lost.
And this is what happens to almost every entrepreneur dreaming up an idea that will make him or her successful. Entrepreneurs, whether bootstrapped or funded, have no resources compared with those of the large enterprises they are competing with.
CAN CONTENT INC. BE REPLICATED?
Or shorthand: Become the expert resource that attracts the right audience without having to buy advertising on someone else’s platform.
THE CONTENT INC. FUTURE IS NOW
having a singular focus on audience, and building a loyal audience directly, gives you the best understanding of what products ultimately make the most sense to sell.
THE CONTENT INC. MODEL
1. The Sweet Spot
Simply put, the entrepreneur needs to uncover a content area that the business model will be based around. To make this happen, we need to identify a “sweet spot” that will attract an audience over time. This sweet spot is the intersection of a knowledge or skill set (something the entrepreneur or business has a competency in) and a passion area (something the entrepreneur or business feels is of great value to him or her personally or to society at large).
2. Content Tilt
Once the sweet spot is identified, the entrepreneur needs to determine the “tilt,” or the differentiation factor, to find an area of little to no competition.
The “tasting” addition to the sweet spot (what we call the “tilt”) is what made the difference.
3. Building the Base
Once the sweet spot is found and the tilt occurs, a platform is chosen and a content base is constructed. This is exactly like building a house. Before we get into all the paint and fixtures and flooring options, we have to plan and install the foundation. This is done by consistently generating valuable content through one key channel (a blog, a podcast, YouTube, etc.).
4. Harvesting Audience
After the platform is chosen and the content base is built, the opportunity presents itself to increase the audience and convert “one-time readers” into ongoing subscribers.
the number one metric is the subscriber. It’s almost impossible to monetize and grow your audience without first getting the reader to take action and actually “subscribe” to your content.
You’ve identified your sweet spot. You’ve “tilted” to find an area of content noncompetition. You’ve selected the platform and built the base. You’ve started to build subscribers, and you’ve even begun to launch content on additional platforms. Now is when the model monetizes against the platform.
THE AUDIENCE FOR THIS BOOK
Entrepreneurship is the pursuit of opportunity without regard to resources currently controlled.
HOW THIS BOOK IS ORGANIZED
“A blog post is like a miniskirt … it needs to be long enough to cover the essentials but short enough to keep it interesting.”
Part 1 - Starting the Journey
[quote, ANNE FRANK]
How wonderful it is that nobody need wait a single moment before starting to improve the world.
Chapter 1 - Beginning with the End in Mind
[quote, BRIAN TRACY]
Goals allow you to control the direction of change in your favor.
"Opportunity has spread its wares before you. Step up to the front, select what you want, create your plan, put the plan into action, and follow through with persistence."
To begin each day, task, or project with a clear vision of your desired direction and destination, and then continue by flexing your proactive muscles to make things happen.
So I started to share my goals with others; but more importantly, I reviewed those goals on a daily basis. That’s right—every day I would read my goals, making sure I was staying on track.
A few years later, after reading the book The 10X Rule by Grant Cardone, I separated my goals into the following six categories:
- Financial goals
- Family goals
- Spiritual goals
- Mental goals
- Physical goals
- Philanthropic goals
I’ve found that those two daily behaviors I mentioned have likely made all the difference: writing down my goals and consistently reviewing those goals.
Great content marketers do two things differently from the rest:
- They document their content marketing strategy in some way (written, electronic, etc.) (see Figure 1.1).
- They review and consistently refer to the plan on a regular basis.
Elite content marketing organizations have a habit of writing down their plans and documenting their strategy.
My Six Goal Areas
I own companies that I can control at a distance and have great people working for me.
I have healthy children who believe they can accomplish anything.
I pray every evening with my family.
I read one book per month on something non–business related.
I run three times per week and compete in two half-marathons per year.
I have helped turn Cleveland, Ohio, into a vibrant city.
AS YOU BUILD
Visualize who you really want to be.
CHAPTER 2 - THE CONTENT INC. OPPORTUNITY
[quote, JOHANN WOLFGANG VON GOETHE]
Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it!