Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses - Deepstash

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Content marketing creates an emotional connection between your company and your customers.



387 reads

Becoming a Media Company, Not Just an Advertiser

Becoming a Media Company, Not Just an Advertiser

  • Shift your mindset away from being an advertiser to building a media company delivering consistent, high-value content.
  • Your content platform and distribution channels become assets as powerful as products.
  • Rather than constantly pitching sales, provide ongoing education and value to build more durable mindshare.
  • Quality content that solves problems earns audience trust.


297 reads

Identifying Your Target Market Vertical and Buyer Persona

Identifying Your Target Market Vertical and Buyer Persona

Determine a specific target market vertical and buyer persona to create niche content tailored precisely to their preferences versus scattered content on various topics.

Conduct research to deeply understand your core target customers' informational needs, problems, and interests.

Customize content accordingly.


248 reads

Developing a Content Mission Tied to Audience Needs

Developing a Content Mission Tied to Audience Needs

  • Clearly define your central content mission – the informational needs, problems, and interests of your target audience that your content aims to address.
  • Let this mission guide ongoing creation of content formats, editorial themes, and messaging.
  • All content should tie back to serving the audience.


215 reads

Crafting a Diverse Mix of Content Formats

Crafting a Diverse Mix of Content Formats

Create a diverse mix of content formats including blogs, podcasts, video, research reports, white papers, webinars, infographics, newsletters.

Variety retains audience interest while also allowing you to build a more robust content platform. Expand reach.


203 reads

Optimizing Conversion Pathways to Desired Outcomes

Optimizing Conversion Pathways to Desired Outcomes

Map out the conversion pathways you want readers to follow from each content format to desired outcomes like sales, email subscribers, event sign-ups.

Optimize these pathways through clear calls-to-action and seamless user experience across touchpoints.


192 reads

Monetizing Content Strategically to Deliver Value

Monetizing Content Strategically to Deliver Value

  • Monetize content through selected, unobtrusive avenues like sponsorships, premium memberships, virtual/live events and carefully vetted affiliate links.
  • Avoid over-commercialization that erodes audience trust.
  • Focus on serving audience needs through content.


180 reads

Analyzing Performance Data to Refine Content

Analyzing Performance Data to Refine Content

  • Rigorously analyze performance metrics on how each content piece performs, including traffic, engagement, conversions.
  • Double down on what succeeds.
  • Improve or eliminate underperforming pieces.
  • Continuously refine content based on data.


175 reads

Sustaining Consistency Over the Long-Term

Sustaining Consistency Over the Long-Term

Recognize success requires a major long-term commitment to consistently producing high-quality, value-adding content.

Budget significant focus, time and resources accordingly. Maintain consistency without burning out. Take the marathon mindset.


182 reads



Media buyer


In Content Inc., Joe Pulizzi makes the case for entrepreneurs to build media platforms and valuable content that attracts their ideal audience rather than pitching products alone. He provides strategies for using content to build a loyal following.


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