In his book Success Secrets of the Online Marketing Superstars, Mitch Meyerson introduces you to 22 innovators who have redefined the developing landscape of online marketing. In this edited excerpt, contributing author and founding partner of Copyblogger Media Sonia Simone describes the three types of content you need to create to make content marketing work for you.
Content marketing is a way to produce what people want (interesting, useful content) instead of producing what they shun (intrusive, arrogant, or clumsy advertising). It also shows (rather than tells) potential customers that you’re the right choice to solve their problems.
Good content is inherently worth reading, listening to, or watching. It delivers an enjoyable experience for the audience. It’s entertaining. It might make the audience laugh, or cry, or stand up in righteous outrage, but it must move them in some meaningful way. The smart content marketer thinks in terms of an audience, rather than “prospects” or “leads.”
