Content Inc., Second Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (with Little to No Money) - Hardcover

by Joe Pulizzi (Author)

From one of today's leading experts in content marketing, Content Inc. is the go-to guide to building a solid small business by establishing a loyal audience before you sell products or services.

In these pages, Joe Pulizzi provides a lower-risk, more effective way to create a path to success by re-engineering the process that so often leads to failure: You'll learn how to develop valuable content, build an audience around that content―and then create a product for that audience. Content Inc. walks you through the entire process, showing how to:

• Choose a marketable content topic
• Figure out where little or no competition exists
• Choose your top channel for disseminating content
• Build long-term customer loyalty
• Monetize your product or service
• Expand your content into multiple channels
• Sell your content asset or scale it into a large enterprise

This updated edition includes new and enhanced coverage of platforms like TikTok, SnapChat, and Instagram, a new section about the exit strategy for the model, more practical how-tos, and current examples of companies that have successfully implemented these strategies.

Content Inc. provides an ingenious approach to business based on a profoundly simple concept: Having a singular focus on audience, and building a loyal audience directly, provide the best, most nuanced understanding of what products ultimately make the most sense to sell.

Apply the methods laid out for you in Content Inc., and create the business of your dreams.

Back Jacket

Content creators are the rock star entrepreneurs of the 21st century, and Content Inc. delivers your winning business model.
Brian Clark, Founder of Copyblogger and Unemployable

"What if you launched a business with nothing to sell, and instead focused first on service the needs of an audience, trusting that the 'selling' part would come later? Crazy? Or crazy-brilliant? I'd say the latter. Because in today's world, you should serve before selling."
--Ann Handley, Wall Street Journal bestselling author of Everybody Writes

"From the man who invented content marketing. Listen to this guy. He really understands the new world of marketing."
--Don Schultz (1934 - 2020), The "father of integrated marketing," Professor at Northwestern University's Medill School of Journalism, and author of 13 books.

"Use this as your roadmap to startup success."
--Sally Hogshead, New York Times and Wall Street Journal bestselling author, How the World Sees You

"Now there is a better way to promote your business."
--Guy Kawasaki, Chief evangelist of Canva and author of The Art of the Start 2.0

"If you're serious about turning content into a business, this is the most detailed, honest, and useful book ever written."
--Jay Baer, New York Times bestselling author of Youtility

"Anyone, anywhere with a passion and focus on a content niche can build a multimillion-dollar platform and business. I did it and so can you. Just follow Joe's Content Inc. model."
--John Lee Dumas, founder, EntrepreneurOnFire

Author Biography

Joe Pulizzi is one of the world's top content marketing authorities. He has founded three companies, including the Content Marketing Institute (CMI), launched dozens of events, including Content Marketing World. Pulizzi is the recipient of the 2014 John Caldwell Lifetime Achievement Award for content marketing from the Content Council.