REVIEW: "content marketing. New methods of customer acquisition in the Internet age, "Michael Stelzner

If you are ever disappointed in marketing - this book is for you.

Traditional marketing is like fishing. Oily baits (USP, advertising, etc.), to throw the bait and wait for the user to bite. But the problem is that the information field is overloaded. "Bait" so that no water is visible. Consumers have learned to ignore the classic marketing ploy.

What to do?

Look for another lift to the business.

Lifting force - a way of the company's development by attracting the audience's attention with the help of valuable information, work with third-party experts and reduction of advertisements. The main objective of this marketing strategy - build trust in his company from potential buyers.

Exactly metaphorically represents the "lift" the author of "content marketing. New methods of customer acquisition in the Internet age "- Michael Stelzner.

According to Stelznera, principle of buoyancy is the key to understanding the desires of customers and potential customers that you are absolutely free help to solve their basic problems. How? Through great content!

Formula lift

Stelzner offers the following formula "method of development":

PC + DL - MP = P

where: PC - great content; DL - other people; MP - marketing messages; P - growth.

excellent content

Stelzner compares it with fuel, and the business with the launch (in the book did a lot of metaphors). The author distinguishes between two types of "fuel": ordinary (or primary) and nuclear.

Primary fuel - this is the type of content, allows you to keep audience interest in your company.

To this type Stelzner content include articles, guides, interviews with experts, reviews of books (products / sites), "success stories", news and denials. This is the material that will benefit your audience on a daily basis; something for which they will come back to you again and again.

But in order to make a breakthrough (in the sense of the author - is to attract as many as possible and collect the maximum fidbek), you need to "nuclear fuel".

Nuclear fuel - in contrast to the primary, does not support the continued interest in your company, and makes pay attention to it more audience. Intended to provide a strong impression on people who want to share this information with friends and colleagues.

Types of "nuclear fuel": polls, top ten (competitions), white papers and microevents (webinars, teleconferences, etc.). The creation of such content requires more time and effort, but also out of it many times more.

Other people

Speaking figurative language Stelznera people - is the engine. "Other" - so neither you nor your employees. We are talking about the audience and experts.

First, according to the author, it is necessary to help selflessly. Make content that will solve some specific problems of the public and to provide it for free as a gift.

Outside experts - are employees and executives of other companies, have authority in their field. Simply put, well-versed in a particular subject. Experts. The content of these is based on reciprocity. For example, he interviewed you, and you tell him - coverage of his new book.

Marketing messages

But that the first two components of the formula worked, needed by opting out, though coarse and obvious.

Control ads - the practice of not advertising the goods and services at an early stage of growth of the audience, when there is the danger of alienating obsession buyers. Companies that already have a sufficient number of locations people alternate promotions and "manning" the provision of information.

In other words, Michael Stelzner recommends that you build audience, gain her trust, and then gently "dilute" the main content advertising.

What I liked about the book?

1. Simplicity and metaphors. When there is a comparison, it is easier to perceive the information. narrative language - alive. The text is easy to read and quick.
2. Tips for working with the experts. I have frequent contact with various specialists. Book has helped me to expand the knowledge about where to find the experts how to communicate with them, etc.
3. Description of structure and characteristics of the primary and "nuclear" fuel.

What confused me in the book?

Content, devoid of advertising, Michael Stelzner considered a gift to the audience. You have spent time and effort on the article, it was interesting and useful, but you are trying to post it on the Web for free. Do not manna from heaven?

I am embarrassed by this approach. I believe the content should not be paid a priori.

And what do you think about it you? Speak, please, in the comments.

"Content marketing. New methods of customer acquisition in the Internet age, "Michael Stelzner

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