Index
Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.
Page numbers in italics refer to figures.
The 10X Rule (Cardone), 5
The 7 Habits of Highly Effective People (Covey), 4
Accidental Genius (Levy), 99
acquiring content assets, 227–228
approaching the best opportunity, 232
determining the purchase value, 232–233
determining your goal, 230
entering final negotiations, 234
identifying the audience, 230–231
making a short list of platforms, 231
making the offer (letter of intent), 233
process of acquiring a content platform, 230–234
activity vs. audience, 279–280
Adorama, 228
Advantage Media, 206
advertising, 250
native advertising, 250–256
Agency Post, 228
Airbnb, 214
Alvarado, Carissa, 191
Alvarado, Michael, 191
Amazon.com
CreateSpace, 206
press release method, 73–74
American Express, 262
Anniston, Jennifer, 81
Anthony, David, 117
Art of the Start 2.0 (Kawasaki), 284
aspirations, vs. needs, 68–71
atomization, 132
Audacity, 222
audience, 43
defining who your audience is, 44
minimum viable audience (MVA), 237
stealing an influencer’s audience, 171–182
See also harvesting audience
Audience (Rohrs), 148, 205–206
audience personas, 52
Aweber, 94
Backyard Poultry with the Chicken Whisperer, 219
Baer, Jay, 38, 56, 75, 81–82, 100, 285
Jay Today, 132–133
Baker, Sean, 18
The Beginner’s Guide to Vine, 191
being human, 87
“best of breed” goal, 60–61, 87
Bezos, Jeff, 73
BigStock, 165
Bitcoin, 259–260
mining for book content, 205
blog-to-book strategy, 205
book proposals, 207–208
BookBub, 122
books, 204
as platform extensions, 221
tips for executing a book, 204–208
brandscaping, 166–167
Brandscaping (Davis), 57, 74, 221
Brenner, Michael, 164
Brogan, Chris, 21
building the base, 19
Bullas, Jeff, 81
business names, 69
BuzzFeed, 90–91, 148, 149, 164–165
calendaring tools, 106–107
call to action, 280
Cardone, Grant, 5
case studies
Ann Reardon, 57–58
chef Michael Symon, 247
Content Marketing Institute, 181–182
Digital Photography School, 67–68
Dwell Media, 115–116
Jay Today, 132–133
Channel Master, 113
channel silo, 280
Chernov, Joe, 102
The Chew, 247
Chicken Whisperer. See Schneider, Andy (The Chicken Whisperer)
Chicken Whisperer Magazine, 219
The Chicken Whisperer’s Guide to Keeping Chickens (Schneider), 219
Chief Content Curator, 115–116
Chief Content Officer, 112
Chief Content Officer magazine, 215, 223–224
Chief Listening Officer, 112
Chief Technologist, 113
Chili Klaus. See Pilgaard, Claus (Chili Klaus)
Cho, Joy, 269–275
Claim Your Fame, 222
Clark, Brian, 89, 111, 216, 237
revenue examples, 249
Cleary, Ian, 275
Cleveland Clinic, 146
CMI Executive Forum, 216
Coinbase, 259–260
collaborative publishing model, 125–126
Huffington Post, 126
process, 126–128
reasons for using, 126
reminder system for contributors, 128–129
color, 209–210
Comm, Joel, 187
Conductor, 155
conferences, 258
content acceptance, 15–18
content calendar
calendaring tools, 106–107
downloadable template, 108
elements to track, 107–108
keeping the calendar filled and focused, 108–109
overview, 105–106
setting up, 106–108
working ahead, 110
content channels, 88–90
content curation, 115–116, 122
Content Curation Director, 114
content discovery/recommendation tools, 167
content ideation
50 questions, 98–99
analyzing analytics, 100
employee discussions, 100–101
freewriting, 99
Google Alerts, 100
reading irrelevant books, 102
social networks, 101–102
tracking content ideas, 101
Twitter hashtags, 100
Content Inc. model, 19–20
podcasts, 283
website, 283
Content Inc. Summit, 284
content marketing, 79–81
principles of, 86–87
two actions for success, 5–7
Content Marketing 360, 222
Content Marketing Awards, 230
Content Marketing Institute, 5, 21, 69, 242
how roles translate into real production, 117–118
mission and audience forms, 48–51
revenue examples, 248
social media plan, 196–199
Content Marketing Playbook, 88, 181–182
Content Marketing World, 216, 222–223
content mission statements. See mission statements
content repurposing. See repurposing content
content syndication, 163–164
content tilt, 19
Ann Reardon, 57–58
asking potential readers, 76–78
changing terminology, 79–81
defined, 56–57
doing the work, 81–82
finding your content marketing hedgehog, 61–62
identifying your content tilt, 73–82
leveraging Google Trends, 74–76
mission statements, 65–71
press release method, 73–82
setting the “best of breed” goal, 60–61
and start-ups, 58–60
telling a different story, 55–56
testing, 78
content types, 136–137
most popular, 87–88
content velocity, 225
content-based websites, 88
control, 89
Convince & Convert, 285
Copyblogger, reach vs. control, 89
Covey, Stephen, 4
Creative Director, 113–114
Crestodina, Andy, 285
cross-media monetization, 258–259
crowdfunding, 259
Cruikshank, Lucas, 275
custom publishing, 79–81
customer pain points, 39–40
wants vs. needs, 68–71
customer surveys. See surveys
Cutts, Matt, 155
CVS, mission statement, 66
Davis, Andrew, 57, 74, 142, 166, 176, 209, 221, 232
decision, 23
Delaplane, Mitch, 169
Design World magazine, 219
Design World Online, 219
desire, 21
The Diamond Minecart, 250
digital events, 216
Digital Photography School, 67–68, 69, 86, 242
Digital Relevance (Albee), 284
Director of Audience, 113
diversification, 20
Doan, Al, 144–146
Doan, Jenny, 144–146
Doan, Ron, 144–146
Doan, Sarah, 144–146
Dougherty, Lisa, 117
downloads
audience personas, 52
beginner’s guide to Facebook, 186
content audit, 98
Content Marketing Playbook, 88, 181–182
content marketplace options, 121
editorial calendar template, 108
guide to content promotion, 169
report on content discovery tools, 169
Ducker, Chris, 11
Duct Tape Marketing, 142
duplicate content penalty, 163
Dwell Media, 115–116
e-books, 136–137
editing, 280
editorial calendar. See content calendar
editorial mission statements. See mission statements
editors, 207
elevator pitch, 210
em cosmetic line, 32
e-mail offerings, 148–151
e-mail platforms, 94
e-mail subscribers, 147
Emma, 94
employee discussions, 100–101
e-newsletters, 88
Enterprise SEO Tools: The Marketer’s Guide, 160
Entrepreneur magazine, 245
EntrepreneurOnFire (EOF), 86, 148, 150
reach vs. control, 89–90
entrepreneurship, and risk, 9–11
Epic Content Marketing (Pulizzi), 131–132, 284
ESPN, 211
EvanTubeHD, 278
Evernote, 102
tracking goals with, 7
Everybody Writes (Handley), 97, 284
Experiences: The 7th Era of Marketing (Rose and Johnson), 20, 221, 284
expertise, 120
extensions. See platform extensions
Content Marketing Institute, 196–197
controlling reach by hiding posts, 146
fans, 148
hashtags, 100
marketing, 13–14
faith, 21–22
Fallon, Jimmy, 142–144
feedback, 76–78
Fields, Jonathan, 277
filling a need, 86
findability, 155
adding images to text content, 164–165
answering questions at Quora, 163
brandscaping, 166–167
content syndication, 163–164
creating unique research, 163
“hit list” of keywords, 156–157
keyword selection tips, 158–161
lists, 162
making most content ungated, 165–166
news release services, 169
paid content distribution options, 167
Reddit, 162–163
search engine optimization, 155–161
social media advertising, 168
Stumbleupon, 162
using Help a Reporter Out (HARO), 164
See also keyword searches
Fire Nation Elite, 257
Fishburne, Lawrence, 55
Fishkin, Rand, 216
Fleischer, Julie, 92
Fold Factory, 277
Forbes, 212
founder, 112
free guides, 136–137
freelancer and agency relations, 114
freelancers
budgeting, 122
developing the right business relationship, 121
expertise vs. personality, 120
hiring the right kind of writer, 120–121
outsourcing content to, 118–121
testing, 122–123
See also staffing
freewriting, 99
Freezerburns, 276
Frey, Chuck, 118
Game Theory videos, 30–31, 69, 86, 242
operationalizing content, 119–120
reach vs. control, 89–90
GarageBand, 222
Get Content Get Customers (Pulizzi and Barrett), 208
getting stuck, 279–280
ghostwriters, 207
Glass, Ira, 81
Glossier, 278
goals, 4–5
“best of breed” goal, 60–61
categories, 5
tracking, 7
worksheet, 8
going against the grain, 24
going small to go big, 24
Goldberg, Natalie, 99
The Good Life Project, 277
Good to Great (Collins), 61
Google Adwords, Keyword Planner, 159
Google Analytics, 100
Google Hangout, 178
Google Keyword Suggest Tool, 159
Google+, 190
GoToWebinar, 216
The Grand Budapest Hotel, 52
Grothaus, Michael, 271
guest posts, 161–162
Hamilton, Missouri, 144
HARO, 164
Harris, Jodi, 118
harvesting audience, 19
hashtags, 100
Facebook, 186
Twitter, 186–187
hedgehogs, 61–62
Help a Reporter Out, 164
“hit list” of keywords, 156–157
How to Cook That, 57–58
Hoyt, Peter, 69
Hoyt Publishing, 69
Huffington, Ariana, 126
Huffington Post, 91, 126, 164–165
images, 164–165
imagination, 22
inbound marketing, 79–81
Inc., 212
mission statement, 66–67
influencer listening tools, 174
influencer marketing, 171–172
assessing and optimizing the program, 179
building hit list of influencers, 174–175
Content Marketing Institute case study, 181–182
creating content worth sharing, 174
determining how many influencers to add, 176
identifying the right influencers, 173
making the first connection, 177–178
managing the program, 173–174
measuring the program, 179–180
nurturing influencer relationships, 178
outreach, 176
scalability of the content, 179
setting goals, 172
ways to identifying potential influencers, 175–176
influencer relations, 114, 161–162, 206
nurturing influencer relationships, 178
infographics, 137
information channels, increase in number of, 14–18
in-person events, 215–216
subscribers, 147
In-Store Marketing Institute, 69
Integrated Marketing Communications (Schultz), 20
Intelligent Content Conference, 216, 230
Iron Chef America, 247
Issacson, Walter, 37
subscribers, 147
Jantsch, John, 142
Janzer, Anne, 260
Jay Today, 132–133
Jobs, Steve, 37
JPG magazine, 228
Junta42, 21
Kalmbach Feeds, 34
Kawasaki, Guy, 284
key performance indicators (KPIs), 179–180
Keyword Discovery, 159
“hit list” of keywords, 156–157
keyword research sources, 159
keyword selection tips, 158–161
See also findability
Kickstarter, 259
Kiyosaki, Robert, 9
Klaus Wunderhits, 32
Klontz, Britt, 185–186
knowledge, defined, 34
knowledge areas, 34–36
worksheet, 35
Kozak, Laura, 117
Kraft Foods, 92
Lacey, Karen, 190
lack of funds, 23–24
legal entities, 11
LEGO, 276
letter of intent (LOI), 233
Levy, Mark, 99
Liberated Syndicate, 222
limited liability corporations. See LLCs
Linabarger, Scott, 146
connections, 148
Content Marketing Institute, 196, 197
hashtags, 100
listening, 98–99
listening posts, 77–78
lists, 162
Little Bird, 174
Live Current Media, 228
LLCs, 11
L’Oreal, 228
Luke, Lauren, 18–19
MacArthur, Amanda, 74
magazines, 223–224
MailChimp, 94
Makeup.com, 228
Maksymiw, Amanda, 175–176
Mallon, Shanna, 107
Managing Editor, 112
The Marketer’s Guide to Medium, 193
The Marketer’s Guide to SlideShare (Wheatland), 188, 221
marketing automation technology, 150
Maron, Marc, 258–259
Marriott, 277
mastheads, 123
The Matrix, 55
Matthews, Gail, 5
Maximizing LinkedIn for Sales and Social Media (Schaffer), 187
McAllister, Ian, 73
McDermott, Clare, 118
McDermott, Jim, 77
subscribers, 147
Meerman Scott, David, 165
metrics
Facebook, 141
focusing on subscribers, 142–144
making all employees and contractors aware of the key metric, 153
measuring an influencer marketing program, 179–180
subscriber importance hierarchy, 146–148
Middleton, Daniel, 250
Mildenhall, Jonathan, 184
Miles, Jason, 190
Miller, Jason, 276–277
Mindjet, 102
minimum viable audience (MVA), 237
CVS, 66
Digital Photography School, 67–68
Inc., 66–67
the Pulizzi Mission, 70
Southwest Airlines, 66
three parts of, 66
Missouri Star Quilt Co., 144–146
mobile-ready sites, 162
Momentum magazine, 214
monetization, 20
advertising and sponsorship, 250–256
benefactor model, 239–240
chef Michael Symon case study, 247
conferences and events, 258
Content Inc. example, 237–239
cross-media, 258–259
crowdfunding, 259
generating revenue until the product is identified, 242
if you already sell something, 261–263
limited-inventory model, 240–241
micropayments, 259–260
multiple revenue sources, 245–246
philanthropy, 260
premium content, 257–258
products, 260–261
revenue examples, 248–249
revenue ripples, 246
subscriptions, 257
waiting for revenue, 237–243
ways to monetize your content, 249–261
when to start monetizing, 242
Mozcon, 216
Muldoon, Pamela, 118
Murdock, David, 229
Murray, Mike, 158–161
Murton Beets, Lisa, 118
MVA. See minimum viable audience (MVA)
naming your business, 69
native advertising, 250–251
benefits of, 255
best way to use, 255–256
examples, 251–254
why it’s neither, 256
needs
filling a need, 86
vs. wants, 68–71
New York Times, 91
Newport, Cal, 37
NewsCred, 164
NextView Ventures, 58
Ng, Greg, 276
nRelate, 167
Nutella, 186
O’Connor Abrams, Michela, 115–116
Odden, Lee, 285
ON24, 216
one-on-one conversations, 77
OPC, guest appearances in, 161–162
Openview Venture Partners, 91
Orbit Media blog, 285
Ostroff, Jess, 11
other people’s content. See OPC
Outbrain, 167
outsourcing content, 118–121
paid content distribution options, 167
Palazzo, Nick, 277
passion
replacing with customer pain points, 39–40
unleashing, 37
working without, 38
Patrick, Matthew (MatPat), 29–31, 37, 78, 86, 246
operationalizing content for Game Theory, 119–120
pay per click, 167
Penton Media, 4
Periscope, 187
persistence, 23
personality, 120
PewDiePie, 278
Phan, Michelle, 32–33, 37, 111
revenue examples, 248
philanthropy, 260
Pilgaard, Claus (Chili Klaus), 31–32, 37
telling a different story, 56
Pineapple magazine, 214
subscribers, 147
Pinterest Power (Miles and Lacey), 190
Pippity, 151
The Pivot, 246
Plank, Kevin, 60
Platform (Hyatt), 85
platform extensions, 219
adding channels within the same platform, 220
events, 222–223
extending with current brand into new platforms, 220
magazines, 223–224
most common extensions, 221
podcasts, 222
platforms, 85–86
books, 221
choosing how to tell stories, 86
converting subscribers, 90
e-mail platforms, 94
Kraft Food & Family, 92
Openview Labs, 91
principles of content marketing, 86–87
reach vs. control, 89–91
website publishing platforms, 93–94
getting started, 222
as platform extensions, 222
Point-of-Purchase Institute, 69
pop-overs/pop-ups, 151–152
The Power of Visual Storytelling (Walter), 189
PPC. See pay per click
PR Web, 169
press release method, 73–74
print, 212–215
print subscribers, 147
Pro Publica, 260
Problogger, 67
process, 280
product offerings, 20–21
Pulizzi mission statement, 70
Quora, 163
Razor Social, 275
Red Bull Media House, 276
Reddit, 163
Reeves, Keanu, 55
reimagining content, 138
See also repurposing content
repurposing content, 131–132
benefits of, 134–135
blog-to-book strategy, 131–132
Jay Today, 132–133
key content types, 136–137
process, 135–136
resources, 283–285
revenue ripples, 246
reviewing goals, 5–7
Riefer Johnston, Marcia, 118
River Pools & Spas, 44–46, 98–99, 246, 261–262
RockandRollCocktail.com, 276–277
Rose, Robert, 20, 118, 121, 131, 221, 222, 256, 284
revenue examples, 249
S corporations, 11
sales speak, avoiding, 87
Salesforce.com, 205–206
Schaffer, Neal, 187
Schneider, Andy (The Chicken Whisperer), 33–34, 37, 69, 111, 219
mission statement, 46
revenue examples, 248
Schultz, Don, 20
Schwab, Charles, 37
Scrivener, 102
Seah, David, 275
search engine optimization, 155–156
selfish content marketing, 279
SEMrush, 159
SEO Chat, Google Keyword Suggest Tool, 159
SerpStat, 159
SheerSEO, 159
Sheridan, Marcus, 38, 44–46, 98–99
Shutterstock, 165
skill, defined, 34
slide shows, 137
SlideShare, 188
Content Marketing Institute, 197–198
Pro, 152
Smartcuts (Snow), 284
SMOSH, 90
Snapchat, 193
Snow, Shane, 284
social channels, 90
social media, 18
advertising, 168
listening to, 78
Social Media 4-1-1, 176–177, 181
social media content plan
Content Marketing Institute’s example plan, 196–199
key elements of, 193–195
Social Media Examiner, 88, 125
social media integration, 183
channels to consider, 185–193
customizing, 185
focus, 184
testing, 184
Social Mention, 159
social networks, 101–102
Sorry for Marketing blog, 285
SoundCloud, 86
Southwest Airlines, mission statement, 66
speaking, 204
ways to get speaking gigs, 208–211
specialized knowledge, 22
Speechpad, 132
sponsored content. See native advertising
sponsorship, 250
STACK Media, 277–278
staffing, 111
fleecing the masthead, 123
flexibility with contractors, 123–124
forgetting employees, 280
how roles translate into real production, 117–118
operationalizing content for Game Theory, 119–120
roles, 111–114
See also freelancers
start-ups, and content, 58–60
Statcounter, 163
Steiger, Paul, 260
Stelzner, Michael, 14, 125, 216
stopping producing content, 279
Stratten, Scott, 284–285
stream-of-consciousness writing, 99
stringers. See freelancers
Stumbleupon, 163
Subler, Amanda, 118
subscribers
attracting with an e-mail offering, 148–151
focusing on, 142–144
hierarchy, 146–148
making all employees and contractors aware of the key metric, 153
tips for gaining subscribers, 151–152
Subscription Marketing (Janzer), 260
subscriptions, 257
SurfStitch Group, 228
Survey Monkey, 77
surveys, 76–78
sweet spot, 19
adding audience to, 43–52
alternative view, 39–40
defined, 31
Symon, Michael, 247
syndicating content, 163–164
Taboola, 167
talent availability, 15
Tangerine, 18
Tap Influence, 174
technology barriers, 15
terminology, changing, 79–81
Think and Grow Rich (Hill), 4, 21–23
ThinkMoney magazine, 213
This American Life, 81
three and three model
blogs, 204
books, 204–208
digital events, 216
in-person events, 215–216
print, 212–215
speaking, 204
the three business strategies, 211–216
the three personal strategies, 203–211
Time magazine, 91
The Tonight Show, 142–144
TopRank Online Marketing blog, 285
Traackr, 174
troubleshooting, 279–280
The True Secret of Writing (Goldberg), 99
subscribers, 147
Tweetdeck, 100
Content Marketing Institute, 196
followers, 148
hashtags, 100
Twitter Power 3.0 (Comm), 187
Under Armour, 60
UnSelling and UnMarketing (Stratten), 284–285
Upworthy, 166–167
Us the Duo, 191
Vannucci, Angela, 118
Vaynerchuck, Gary, 275–276
velocity, 225
Vice Media, 90–91
Vine, 191
virtual assistants, 11
Walter, Ekaterina, 189
wants, vs. needs, 68–71
Web CEO, 160
webinars, 216
website publishing platforms, 93–94
Weiss, Emily, 278
Weiss, Michael, 185
Wheatland, Todd, 184, 188, 221, 246
Williams, Evan, 192
Witkowski, Trish, 277
WordTracker, 159
worksheets
mission and audience, 48
My Six Goal Areas, 8
Where to Start?, 35
writing down goals, 4–7
Yext, 148
Yik Yak, 193
cooking videos, 57–58
Game Theory videos, 30–31
Missouri Star Quilt Co., 145
subscribers, 147
YouTube Marketing Power (Miles), 190
Zero to One (Thiel), 55–56
Zimmerman, Chad, 277