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Content Marketing Works: 8 Steps to Transform Your Business, by Arnie Kuenn, Brad Kuenn
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The best time to start content marketing was five years ago, the second best time is now.
It’s now the time to get ahead of the competition and make content marketing truly work for your business. Content Marketing Works: 8 Steps to Transform Your Business is a brand new book from Arnie and Brad Kuenn that will teach marketers and organizations a process to grow their business through the convergence of search, social, and content marketing.
Content Marketing Works is a robust look at the process of creating, implementing and measuring a successful content marketing program. It covers the 8 Step Process of content marketing, created by the experts at content marketing agency, Vertical Measures, and how it can be used at any organization large or small to grow traffic, leads, and business. The 8 Steps cover:
1. Strategy Development
2. Ideation
3. Content Creation
4, Optimization
5. Promotion
6. Distribution
7. Lead Nurture
8. Measurement
Whether you’re a small-to-medium-sized businesses or an enterprise organization, the steps outlined in this book will help you build content marketing practices from the ground up with real world case studies, thoughtful lessons, and expert advice packed into 290 pages. Readers will learn specific ways to link SEO and content marketing; how to create useful content to attract more traffic, more leads and more business; and how to connect with customers on a human level that encourages trust and loyalty.
-The content in this book also uncovers answers behind questions like:
-What exactly is content marketing?
-How important is search these days? How about social media?
-What in the world do I do about mobile?
-How do I set up a lead nurturing program?
-Where do I start to create an effective strategy?
Foreword written by Joe Pulizzi, Founder of Content Marketing Institue, Author of Epic Content Marketing:
"Content Marketing Works is your opportunity to clean slate your marketing. This book gives you permission to think and do differently from everyone else. This book is your ticket to becoming the leading informational resource for your particular niche. This book will not only change the way you market, but it will change the way you conduct business."
Praise for Content Marketing Works:
“The new question isn’t should you do content marketing, it’s precisely HOW do you do content marketing effectively. This is the actionable playbook for which you’ve been waiting. Recommended!” - Jay Baer, New York Times bestselling author of Youtility
“This book can (and for many, should) serve as a first step to upgrading your content marketing practices. Arnie and Brad deeply understand the relationship between content, marketing strategy, traffic opportunities, and sales, and what’s better, have made that information useful and accessible.” - Rand Fishkin, founder, Moz
“Content Marketing Works wisely emphasizes that content marketing is a process, not a project. Just as a magazine doesn’t publish a single issue, nor should your content program. Arnie and Brad take a complicated and critical element of modern business and demystifies it with case studies, instruction, and an 8 Step guide. Nicely done." - Larry Kim, founder and CTO, WordStream
- Sales Rank: #1001571 in eBooks
- Published on: 2015-01-23
- Released on: 2015-01-23
- Format: Kindle eBook
Most helpful customer reviews
2 of 2 people found the following review helpful.
Thoroughly good, but doesn't reach great.
By Tim
This is a worthy book on how to start and implement a content marketing strategy. The author does lay out eight solid steps on how to implement a content marketing scheme to lift your website and business from obscurity, to being noticed. This book will certainly help you increase your own business.
I take off one star for a couple of reasons. First, the content marketing system the author describes is resource intensive, which if practically applied, means that only companies of at least medium size can implement the content marketing system described. The author talks about producing 12-15 content pieces per month, as well as 3-5 blog posts per month, for at least 4-7 months. This translates into at least a thousand man-hours of work (with specialized talent sets), which means it's beyond the realm of most small companies. While there are lessons here for small companies, local Joe-Plumber isn't going to be able to fully implement the content marketing scheme that's advocated.
Second, this book is wordy. Because the essential formula is pretty simple, the author seems to add a lot of fluff and verbosity.
Third, there is nothing ground breaking, or even new, in this book. While it's a sound formulate, it's still the same formula that's been around for years and years. So, this means, following the formula in this book, you become one more of a million voices crying for attention among the vastness of the web. There's nothing in this book to help you break out from the pack, to make you distinctive or unique. It's like peddling the dieting advice "Eat Your Vegetables" - good, but nothing your mother hasn't told you already.
So, if you're new to content marketing, this book will help, but if you're already active with content marketing, this book will not add any new ideas to your arsenal.
1 of 1 people found the following review helpful.
Practical 8-step Playbook for Improving Your Content Marketing
By Roger C. Parker
Experienced marketers Arnie Kuenn and Brad Kuenn have created a practical 8-step playbook for helping your firm or association get better results from your content marketing investment.
Content Marketing Works is based on a practical 8-step structure. Each step provides perspective and details for the core competencies required for content marketing success.
-- Perspective. Each step begins with a description of why the step is important--its relevance to a balanced content marketing program.
-- Detail. The details that follow describe the options, tools, and techniques you can use to use implementing the step. This helps you and your coworkers make the best decisions choosing from among the various online options plus ideas and tips for making the best use of each option.
The steps build on each other in a logical order:
Step 1: Strategy Development
Step 2: Ideation
Step 3: Content Creation
Step 4: Optimization
Step 5: Content Promotion
Step 6: Distribution
Step 7: Lead Nurture
Step 8: Measurement
Putting Content Marketing Works to work
The 8-step structure resembles a series of 8 resource guides which--together--creates the basis for an 8-week, hands-on content marketing introduction to newcomers, or--more important--an 8-week program to evaluate and rejuvenate an existing content marketing program.
As a result, you can use Content Marketing Works as an 8-week syllabus for a Marketing Manager or Chief Content Officer to use as the basis of hands-on weekly training session. Or, you can use Content Marketing Works as the basis for a 2-day off-premises content retreat.
Likes and concerns
I applaud the way that the authors positioned strategy and ideation as separate topics that needed to be addressed before content creation.
Reflecting the authors' experience as Vertical Measures, a 50-employee content marketing agency serving corporate clients, Content Marketing Works includes a bonus, How to Convince Your Boss to Invest in Content Marketing. There's also an inspiring, concise conclusion and a useful glossary which will help you and your coworkers recall key ideas.
Arnie Kuenn, the lead author, is a popular speaker and frequent contributor to the Content Marketing Institute blog.
One of my few concerns with Content Marketing Works was the relatively light treatment of slide-sharing sites like SlideShare in the discussion of content distribution options.
Compensating for this, however, was the exceptionally strong discussion of Lead Nuturing and the very strong Lead Nuture Funnel on page 204 which is the best version I've seen, especially for B2B (business-to-business) purposes.
Summary
Content Marketing Works offers a compelling combination of perspective and details in a structure that encourages action. It's provides a framework for an 8 week program that can help both small business owners and marketing groups within corporations take action in a realistic time frame.
Best of all, Content Marketing Works provides a framework for a yearly Content Marketing R&R--Review and Rejuvenation!
3 of 4 people found the following review helpful.
The Complete Content Marketing Handbook
By Mark Traphagen
Arnie Kuenn has produced THE manual for doing content marketing in 2015. It's all here, from soup to nuts. I love that this is so much more than a collection of tips and tricks (as too much other content marketing content is). It helps you build an effective strategy from the ground up. If you're serious about doing content marketing for your business, you can use this book as your checklist and you won't miss a thing.
I know Arnie and his company, and can testify that everything in this book comes out of real world success with his clients. This isn't the usual pie-in-the-sky theory or conventional wisdom the author got from other people's blogs.
You will want to go deeper into some of the topics. For example, personas are covered in just two pages, but of course properly understanding how to build and use them would be a book in itself.
Disclosure: I was given a copy of this book by the author, but my opinions here are sincere and I stand by them!
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