Content Inc.

About the Author

Joe Pulizzi is an entrepreneur, professional speaker, and podcaster. He is the founder of several startups, including the Content Marketing Institute (CMI), which was recognized as the fastest growing business-media company by Inc. Magazine in 2014. Pulizzi's book "Epic Content Marketing" was named one of Fortune magazine's five must-read business books of the year. With extensive experience in content marketing, Pulizzi is a leading authority on using content to build and grow businesses.

Main Idea

"Content Inc." by Joe Pulizzi introduces a revolutionary approach to entrepreneurship. Instead of starting with a product, Pulizzi advises building an audience first. By creating valuable content and cultivating a loyal audience, entrepreneurs can later develop and sell products tailored to their audience’s needs. This model is particularly effective in today's content-driven world, where traditional marketing strategies are becoming less effective.

Table of Contents

1. The Sweet Spot
2. The Content Tilt
3. Building the Base
4. Harvesting Audience
5. Diversification
6. Monetization

The Sweet Spot

The sweet spot is the intersection of a knowledge or skill area with a passion point. Finding this intersection is crucial for creating content that resonates with an audience. The Content Inc. model is dependent on first identifying this sweet spot.

"The model can work by identifying either an exceptional knowledge area or a unique skill." - Joe Pulizzi

For example, Andy Schneider, the Chicken Whisperer, combined his knowledge of backyard poultry with his passion for teaching. This led to the creation of a successful platform including a book, a magazine, and a radio show. This combination of knowledge and passion attracted a dedicated audience interested in backyard poultry.

• Identify your knowledge or skill area.
• Combine it with your passion.
• Understand your audience’s informational needs and pain points.

By finding the sweet spot, you ensure that your content is not only unique but also deeply engaging for your audience. This foundation is critical for the success of the Content Inc. model.

The Content Tilt

Content tilt refers to finding a unique angle that sets your content apart from others. It’s about identifying a problem that no one else is solving and addressing it in a distinctive way. This differentiation is crucial for standing out in a crowded content landscape.

"If Content Inc. is going to work for you, your content must be different." - Joe Pulizzi

For instance, creating a press release for a new product at Amazon before it’s developed helps in visualizing its unique value proposition. This approach helps clarify what makes the product stand out and how it can be communicated effectively.

• Discover your unique content angle.
• Engage potential readers to refine your niche.
• Test different content areas to identify what resonates best.

Without a content tilt, your content risks blending into the noise. The tilt is what makes your content memorable and compelling, ensuring it captures and retains your audience's attention.

Building the Base

Once the sweet spot and content tilt are identified, the next step is to build a content platform. This involves consistent publishing in one core channel to establish a strong foundation. Building the base requires dedication and a strategic approach to content creation and distribution.

Key principles of content marketing include: