Epic Content Marketing

Three of the ideas you’ll keep

The Clif summary of Epic Content Marketing pulls out 7 insights. Here are the first three.

1. Content marketing isn't new. John Deere launched The Furrow in 1895 and Michelin published its restaurant guide in 1900. What changed is that the tools to publish are now free, so the excuse of distribution cost is gone.
2. Epic content obeys six principles: fill an unmet need, communicate consistently, find a human voice, take a real point of view, avoid sales-speak, and be genuinely best of breed. Miss any one and the program quietly dies.
3. Write a content marketing mission statement before writing content: who the core audience is, what you'll deliver them, and what outcome they get. Notice that it names no product. Pulizzi models it on how a magazine defines itself.

The other 4 — and the full 11-minute summary — are in the app.

What’s inside: 9 chapters

The whole summary runs about 11 minutes, read or listened to.

1. The Oldest New Idea in Marketing
2. What Makes Content Epic
3. Finding Your Content Niche
4. The Content Marketing Mission Statement
5. Answering the Questions Sales Won't
6. Building the Publishing Machine
7. Owned, Rented, and Earned Channels
8. Measuring What Actually Matters
9. Thinking Like a Publisher, Permanently