Epic Content Marketing Book Summary: How to stand out by Marketing less
Updated: Mar 11, 2021
The term Content Marketing is used quite often by all of us.
So many marketing books stress on this term’s importance, so it’s crucial now to ensure your firm’s content marketing game is quite strong.
When I was reading this book in the last week, it created a direct connection with my first ever book blog. If you haven’t read it yet, it's here
The book This is Marketing and Epic Content Marketing is similar in many ways, given that both talk about the redundancy that the traditional media brings in today.
So for a minute here, I would like to go back and ask you a similar question, which was the last print ad that grabbed your attention?
I would’ve also asked you a similar question for billboard advertising but well we all are home so it wouldn’t make sense :P
But the point that I’m trying to make here is that, traditional media is on the verge of redundancy.
While the book is definitely not specific towards the Indian scenario but the situation here is quite similar.
So if traditional media is redundant, what can marketers focus on?
Digital! Of course, that’s the most obvious answer.
But think, if the answer was so obvious, why would there be any marketing fails at all?
Wouldn’t every campaign succeed with respect to its end goal?
So the answer is not that obvious
And this is where the book Epic Content Marketing, comes in!
Let’s look at my top 10 learnings from the book and some examples for better understanding
Like every marketing effort, even content marketing has a focus that decides the fate of the result.
But more often than not, the focus of content marketing is around the product features.
How many times have you come across an ad that solely talks about the product feature?
Let’s look at an example.
While I totally agree that given a mobile phone, most of the consumers will be interested in the features or the look.
But it still has to be a blend of both, features as well as the benefits to the consumer.
Now if that’s not the focus we need, then what should be the focus?
Of course, your customers are not interested in what you have to offer.
They are interested in what’s in it for them?
Let’s look at an example
Image Source: adsoftheworld.com
This is directly talking to your customers, what do you get when you buy Nike?
Is the product compromised?
Definitely not, but it’s the perfect blend that’s needed for the consumer to react and act.
Clearly, the communication works way better here, in comparison to the previous example.
The book mentions that good marketing is the kind that doesn’t concern advertising done by someone else.
But rather focusses on developing content on your own.
So one of the things that I wish to highlight here is the concept of competition advertising.
Let’s look at an example
Image Source: economictimes.com