The more you can get the people in your audience to engage in your content in different ways, the more likely they will be to buy from you. While focusing on a specific niche, a business can repurpose a piece of useful content in many ways to reach out to a wider audience.Repurposing content requires advanced planning and has the advantages of cutting production time and serving a wider range of audiences.

Cast Your Net Wide

Before 1990, large media companies had the most power because they controlled the information channels and the audience. Now the power has almost completely shifted to the consumer. Anyone, anywhere, can be a publisher and build an audience.” The window of opportunity is wide open because of several key developments:<ul><li>Internet and mobile technologies have allowed anyone to publish and receive content.</li><li>As online publishing becomes mainstream, more content providers are willing and able to create content. </li><li>Social media and Google help in the sharing and searching of useful content.</li></ul>

Anyone Can Build A Content Business

An email subscriber is entirely different from a Facebook fan, a Twitter follower, or a LinkedIn connection. By following you on social media, people only signal you that they tolerate you in their feeds, nothing more. You’re part of their content machine. But when someone gives you their email address and invites you into their inbox, they volunteer to become a part of your content machine, your project, your life. You get to control 100% of the content you send to them, you can contact them at any time and you can start week-long 1-on-1 conversations.

Get The Email Address

<ul><li>Start by picking one platform, focusing on it and showing up regularly.</li><li>Build an email list to stay in touch with your most loyal followers.</li><li>Diversify across channels over time – but not too early.</li></ul>If you’ve ever dreamed of starting a business, this is it. It’s free, in your control and 100% matches who you are, so what are you waiting for? Let’s go!

Three Lessons To Help You Become A Great Content Marketer

The Content Inc Model is a six-step process marketers can follow to efficiently and effectively develop a winning content marketing program. 
<ul>
<li>The Sweet Spot: A blend of your core knowledge and passion.</li>
<li>Content Tilt: Defining what makes you different from your competition.</li>
<li>Building the Base: Determining which content distribution channels will be your foundation for publishing.</li>
<li>Harvesting Audience: Leveraging different methods to draw in an audience.</li>
<li>Diversification: How to break out from your base distribution channels and build additional streams.</li>
<li>Monetization and scaling. Where the money is.</li>
</ul>

The Content Inc Model

Focusing on pain points just gets you to the front door. To get to the hearts of your customers’ needs, you have to focus on what they want to be and help them get where they really want to go What is the best way to brainstorm for content ideas? While Google alerts, trends, and keyword suggest tools are all useful for mining topics in demand, the ultimate content strategy is listening.

Mining Content Ideas

It takes time to build a loyal audience. It takes time to find the right revenue model for your Content Inc. business. As with all ventures, there are roadblocks on the path to success.These six principles of good content are for anyone planning to embark on the Content Inc. journey:<ul><li>Fill a need</li><li>Be consistent</li><li>Be human</li><li>Have a point of view</li><li>Avoid ‘sales speak’</li><li>Be best of breed</li></ul>Beyond content, there are considerations of appropriate calls to action, distribution channels, teams, processes, and quality control.

Being Patient

A successful man is one who can lay a firm foundation with the bricks others have thrown at him.

In order to diversify and grow a business, successful Content Inc. entrepreneurs use the ‘three and three model’ as an effective framework.There are two parts to the model:Personal:<ul><li>A blog</li><li>A book</li><li>Speaking</li></ul>Business:<ul><li>Digital</li><li>Print</li><li>In-Person</li></ul>

The Three And Three Formula

This book is a delightful blend of inspiration and advice that businesses can follow to create an actionable content business model.  It describes a six-step model you can use to do your marketing long before you need it, without even having a product, or spending a lot of money, so your entrepreneurial venture will be a guaranteed success.

The NEW Rulebook for Entrepreneurial Success What’s the surest way to startup failure? Follow old, outdated rules. In Content Inc., one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience. Notice a shift? Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds. The radical six-step business-building process revealed in this book is smart, simple, practical, and cost-effective. And best of all, it works. It’s a strategy Pulizzi used to build his own successful company, Content Marketing Institute, which has landed on Inc. magazine’s list of fastest growing private companies for three years straight. It’s also a strategy countless other entrepreneurs use to build their own multi-million dollar companies. Build an audience and you’ll be able to sell pretty much anything you want. Today’s markets are more dynamic and customers are more fickle than ever before. Why would you put all your eggs in one basket before securing a loyal customer base? Content Inc. shows you how to get customers first and develop products later. It’s the best way to build a solid, long-lasting business positioned for today’s content-driven world. This is the simple but profoundly successful entrepreneurial approach of one of today’s most creative business minds. A pioneer of content marketing, Pulizzi has cracked to code when it comes to the power of content in a world where marketers still hold fast to traditional models that no longer work. In Content Inc., he breaks down the business-startup process into six steps, making it simple for you to visualize, launch, and monetize your own business. These steps are: • The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion • Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists • Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.) • Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers • Diversification: Grow your business by expanding into multiple delivery channels • Monetization: Now that your expertise is established, you can begin charging money for your products or services This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you’ll be running your own profitable, scalable business. Pulizzi walks you step by step through the process, based on his own success (and failures) and real-world multi-million dollar examples from multiple industries and countries. Whether you’re seeking to start a brand-new business or drive innovation in an existing one, Content Inc. provides everything you need to reverse-engineer the traditional entrepreneurial model for better, more sustainable success. Joe Pulizzi is an entrepreneur, professional speaker, and podcaster. He is the founder of several startups, including the Content Marketing Institute (CMI), recognized as the fastest growing business media company by Inc. magazine in 2014. CMI produces Content Marketing World, the world’s largest content marketing event, and publishes the leading content marketing magazine, Chief Content Officer. Pulizzi’s book Epic Content Marketing was named one of Fortune magazine’s Five Must Read Business Books of the Year.

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The NEW Rulebook for Entrepreneurial Success What’s the surest way to startup failure? Follow old, outdated rules. In Content Inc., one of today’s most sought-after content-marketing strategists reveals a new model for entrepreneurial success. Simply put, it’s about developing valuable content, building an audience around that content, and then creating a product for that audience. Notice a shift? Author Joe Pulizzi flips the traditional entrepreneurial approach of first creating a product and then trying to find customers. It’s a brilliant reverse-engineering of a model that rarely succeeds. The radical six-step business-building process revealed in this book is smart, simple, practical, and cost-effective. And best of all, it works. It’s a strategy Pulizzi used to build his own successful company, Content Marketing Institute, which has landed on Inc. magazine’s list of fastest growing private companies for three years straight. It’s also a strategy countless other entrepreneurs use to build their own multi-million dollar companies. Build an audience and you’ll be able to sell pretty much anything you want. Today’s markets are more dynamic and customers are more fickle than ever before. Why would you put all your eggs in one basket before securing a loyal customer base? Content Inc. shows you how to get customers first and develop products later. It’s the best way to build a solid, long-lasting business positioned for today’s content-driven world. This is the simple but profoundly successful entrepreneurial approach of one of today’s most creative business minds. A pioneer of content marketing, Pulizzi has cracked to code when it comes to the power of content in a world where marketers still hold fast to traditional models that no longer work. In Content Inc., he breaks down the business-startup process into six steps, making it simple for you to visualize, launch, and monetize your own business. These steps are: • The “Sweet Spot”: Identify the intersection of your unique competency and your personal passion • Content Tilting: Determine how you can “tilt” your sweet spot to find a place where little or no competition exists • Building the Base: Establish your number-one channel for disseminating content (blog, podcast, YouTube, etc.) • Harvesting Audience: Use social-media and SEO to convert one-time visitors into long-term subscribers • Diversification: Grow your business by expanding into multiple delivery channels • Monetization: Now that your expertise is established, you can begin charging money for your products or services This model has worked wonders for Pulizzi and countless other examples detailed in the book. Connect these six pieces like a puzzle, and before you know it, you’ll be running your own profitable, scalable business. Pulizzi walks you step by step through the process, based on his own success (and failures) and real-world multi-million dollar examples from multiple industries and countries. Whether you’re seeking to start a brand-new business or drive innovation in an existing one, Content Inc. provides everything you need to reverse-engineer the traditional entrepreneurial model for better, more sustainable success. Joe Pulizzi is an entrepreneur, professional speaker, and podcaster. He is the founder of several startups, including the Content Marketing Institute (CMI), recognized as the fastest growing business media company by Inc. magazine in 2014. CMI produces Content Marketing World, the world’s largest content marketing event, and publishes the leading content marketing magazine, Chief Content Officer. Pulizzi’s book Epic Content Marketing was named one of Fortune magazine’s Five Must Read Business Books of the Year.

DAVID BRINKLEY

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