About personas, six-step plans and KPI pyramids
How do you put the right content on the market efficiently? That is not always easy, especially not now that the consumer’s epicentre has shifted from a traditional product promotion to a need for information. These six inspirational books provide a good idea of what strong content looks like today.
Content Marketing by Bart Lombaerts, Wouter Temmerman, Koen Denolf and Michel Libens – Van Marketeer tot Uitgever
Consumers are becoming more critical of advertising and expect more than a simple traditional product promotion. Brands have to meet strong, relevant content that starts, in the first instance, from the consumer’s need for information. Four content marketing experts guide you through the entire process: from the communication mix, marketing department to content implementation.
Buyer Personas by Adele Revella – How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies and win More Business
Research in the service sector showed that 52% of marketers have buyer personas (a detailed profile of a potential customer), and another 28% expect to have buyer personas within 2 years – and yet only 14.6% can handle these correctly. To prevent such a valuable marketing tool from not being used, this book gives the opinion of a real expert, who can provide an implementable marketing strategy for your organisation.
Content Inc. by Joe Pulizzi – How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses
“I believe that the absolutely best way to start a business today is not by launching a product, but by creating a system to attract and build a target 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 marketing model is called Content Inc.” The six-step plan from this book is a must for any entrepreneur, marketing director or self-employed person and will help you considerably.
The Content Code by Mark Schaefer – Six Essential Strategies for Igniting Your Content, Your Marketing and Your Business
“I’m a professional marketer working as hard as I can. I’m producing content, engaging on social media, and spinning along with the revolving door of every digital marketing innovation and new platform. Why is my business not getting anywhere?” Does this sound familiar? Almost everyone who uses the internet, distributes content in some shape or form. Schaefer gives a simple explanation of how to deal with this.
Everybody Writes by Ann Handley – Your Go-To Guide to Creating Ridiculously Good Content
“If you have a website, you are a publisher. If you are on social media, you are in marketing. And that means that we all rely on words to get our marketing messages across. We are all writers in fact.” Everybody Writes shows that clarity and brevity are the two key elements to attract online readers.
Contentbijbel by Cor Hospes – How do you, as a brand, provide stories with lasting value?
Start at the beginning, with who you are and what you stand for. Unravel the DNA of your business, think of the reason why the organisation was established in the first place. That is your big story. If you can’t find it, look for your passion. The passion for your brand or product comes across in your stories and landmark achievements. The ideal basis for content marketing. Remember: content is king.