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| Supply: Kogan Web page |
Final November, I printed a evaluation of Robert Rose’s new e-book, Content material Advertising and marketing Technique. Rose’s e-book is without doubt one of the finest I’ve not too long ago learn, and it is an necessary 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 just add it to your studying record for 2024.
Shortly after I completed Rose’s e-book, I found and browse Purna Virji’s new e-book, Excessive-Affect 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 advocate 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 Guide, Content material Options at LinkedIn, and earlier than becoming a member of LinkedIn, she was Senior Supervisor of International Engagement at Microsoft.
What’s Within the E-book
Excessive-Affect Content material Advertising and marketing accommodates 12 chapters which can be full of methods, insights, and frameworks designed to allow entrepreneurs to conceive and produce intentional, partaking, 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 notably necessary 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 battle to attain success with content material advertising as a result of they usually get 5 primary selections improper.
- 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 component pairs” of long-term content material advertising success.
- Behavioral science and studying design
- Empathy and inclusion
- Copywriting and promoting expertise
- Technique and measurement
The stability of Excessive-Affect Content material Advertising and marketing covers a number of matters that Virji argues are essential for the event of a high-impact content material advertising program. These embody:
- Wants evaluation (inner 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 methods – Chapter 12
Virji additionally contains two chapters that designate the best way to use brainstorming to provide you with high-impact content material concepts.
My Take
Excessive-Affect Content material Advertising and marketing is a superb e-book that must be thought-about required studying for anybody concerned in content material advertising. The e-book is properly organized and properly written, and Virji contains quite a few real-world examples, which make the e-book extra partaking and relatable.
She additionally offers a number of sensible suggestions and frameworks within the e-book, which can allow readers to extra simply apply the ideas and methods she discusses.
One notably priceless side of the e-book is that Virji features a dialogue of “tutorial design” ideas and explains how content material entrepreneurs can leverage these ideas to create more practical content material.
Originally of this evaluation, I discussed Robert Rose’s new e-book, Content material Advertising and marketing Technique, and I famous that it is without doubt one of the finest content material advertising books that I’ve not too long ago learn. Rose’s e-book and Excessive-Affect Content material Advertising and marketing tackle completely different elements of content material advertising, however these books are extremely complementary.
Purna Virji’s e-book offers a street map for creating efficient content material, whereas the first focus of Rose’s e-book is the organizational buildings and processes which can be wanted to successfully handle a content material advertising operate. By making use of the ideas described in each books, entrepreneurs will drastically enhance their odds of attaining content material advertising success.
So, the underside line is: If you happen to’re concerned in content material advertising – and particularly in case you’re answerable for main your organization’s content material advertising efforts – you should learn each of those priceless books.
