 |
| Supply: Kogan Web page |
Final November, I revealed a evaluate of Robert Rose’s new e-book, Content material Advertising and marketing Technique. Rose’s e-book is among the finest I’ve lately learn, and it is an vital addition to our library of content material advertising literature. If you have not learn Content material Advertising and marketing Technique, I like to recommend that you simply add it to your studying listing for 2024.
Shortly after I completed Rose’s e-book, I found and skim Purna Virji’s new e-book, Excessive-Impression Content material Advertising and marketing: Methods to Make Your Content material Intentional, Partaking and Efficient (Kogan Web page, 2023). That is additionally a superb e-book, and I enthusiastically suggest it.
Purna Virji is a globally acknowledged content material strategist and marketer whose work has been featured in The Drum, Advertising and marketing Land, Adweek, and different publications. She is at present Principal Marketing consultant, Content material Options at LinkedIn, and earlier than becoming a member of LinkedIn, she was Senior Supervisor of World Engagement at Microsoft.
What’s Within the Ebook
Excessive-Impression Content material Advertising and marketing accommodates 12 chapters which might be filled with methods, insights, and frameworks designed to allow entrepreneurs to conceive and produce intentional, participating, and efficient content material.
Purna Virji makes use of the primary two chapters of the e-book to elucidate why many content material advertising efforts produce underwhelming outcomes and to explain the important constructing blocks of long-term content material advertising success. These two chapters are significantly vital as a result of they reveal the attitude that Virji brings to the fabric within the stability of the e-book.
In Chapter 01, she argues that entrepreneurs wrestle to attain success with content material advertising as a result of they usually get 5 fundamental selections unsuitable.
- Specializing in outputs vs. outcomes (a/ok/a content material amount vs. enterprise outcomes)
- Chasing tendencies vs. being grounded in technique
- Prioritizing short-term vs. longer-term
- Creating for machines vs. people
- Not balancing creation vs. distribution
Virji makes use of Chapter 02 to debate what she calls the “4 important ingredient pairs” of long-term content material advertising success.
- Behavioral science and studying design
- Empathy and inclusion
- Copywriting and promoting abilities
- Technique and measurement
The stability of Excessive-Impression Content material Advertising and marketing covers a number of subjects that Virji argues are vital for the event of a high-impact content material advertising program. These embody:
- Wants evaluation (inside and buyer) – Chapters 03-05
- Competitor content material audit – Chapter 06
- Content material advertising technique and measurement – Chapter 07
- Copywriting technique – Chapter 11
- Content material distribution strategies – Chapter 12
Virji additionally consists of two chapters that specify the best way to use brainstorming to provide you with high-impact content material concepts.
My Take
Excessive-Impression Content material Advertising and marketing is a superb e-book that ought to be thought of required studying for anybody concerned in content material advertising. The e-book is effectively organized and effectively written, and Virji consists of quite a few real-world examples, which make the e-book extra participating and relatable.
She additionally supplies a number of sensible ideas and frameworks within the e-book, which is able to allow readers to extra simply apply the ideas and strategies she discusses.
One significantly precious facet of the e-book is that Virji features a dialogue of “educational design” ideas and explains how content material entrepreneurs can leverage these ideas to create more practical content material.
Initially of this evaluate, I discussed Robert Rose’s new e-book, Content material Advertising and marketing Technique, and I famous that it is among the finest content material advertising books that I’ve lately learn. Rose’s e-book and Excessive-Impression Content material Advertising and marketing handle completely different points of content material advertising, however these books are extremely complementary.
Purna Virji’s e-book supplies a street map for creating efficient content material, whereas the first focus of Rose’s e-book is the organizational buildings and processes which might be wanted to successfully handle a content material advertising perform. By making use of the ideas described in each books, entrepreneurs will vastly improve their odds of reaching content material advertising success.
So, the underside line is: When you’re concerned in content material advertising – and particularly in case you’re answerable for main your organization’s content material advertising efforts – it’s essential learn each of those precious books.
