This page is under construction

I am an adviser and collaborator on the new book by Andreas Ramos, The Big Book of Content Marketing.
I had a video interview with Andreas at his home in Silicon Valley, for the Book Launch.

What is the Book About?

AndreasMariannecontent-marketing-sm80% of your digital advertising doesn’t reach your audience.  People delete cookies or use ad blocking software. There’s a new solution. Use content marketing and people will come to you.

This book shows you how to align your marketing with your company’s business goals to meet top-line and bottom-line KPIs.  Content marketing has become one of the hottest buzz words in marketing. What does it mean?

Based on real-world experience with Fortune 500s and Silicon Valley startups, this book explains content marketing in a practical and hands-on way. There is extensive critical acclaim about the book. Here is just one quote:

“This book is loaded with facts and examples. This is an excellent book for the beginner or expert marketeer looking to build credibility into their marketing campaign. It’s all about the money, and money comes from the funnel. This book shows you how Content Marketing pulls money from the funnel – which could land an investor for a startup or a bigger budget for your department. This one is definitely going into my Technical Marketing toolbox.” —Craig Ellrod, Technical Marketing Manager, Citrix Systems.

The book is available at Amazon.

Overview of the Book: The Chapters

  1. How We Got Here: Advertising and the Web: Traditional advertising was based on traditional media’s mode of production and distribution. Web 1.0’s near-zero costs for reproduction and delivery is destroying traditional media’s business model. Web 2.0 enabled the audience to research on its own and talk among themselves. Content marketing is built on these changes.
  2. The Basics of Marketing: How content marketing fits into the larger framework of marketing. To create good content, you first prepare the groundwork with business goals, branding, messaging, audience and the sales funnel.
  3. Creating Your Content: Content marketing is a collection of people, strategies, and tactics. We’ll go through all of these to see how they are assembled together so you can choose the parts that work for you.
  4. The Hub-and-Spoke Model of Content: Let’s step back and look at the Big Picture. What is the relation between your website, the content, the distribution sites, and your audience? Let’s look at hub-and-spoke and the content engine. What’s wrong with the hub-and-spoke model? Where’s your audience?
  5. Your Active Audience 90/9/1: 1% of any audience creates new ideas, 9% talk about the ideas, and the remaining 90% follows the conversation. By reaching the 1%, you can reach the 99%. This chapter outlines the use of content marketing for influencer marketing.
  6. SEO and Content Marketing: This chapter looks at how search engines work. I have 15+ years experience in SEO and I’ll tell you the secrets of SEO. The rise of Web 2.0 and social media however gave people the ability to find and share information with their friends. This means if you create very good content, it’ll be distributed on its own.
  7. Advertising’s Role in Content Marketing: Advertising has its place as a tactic in a content marketing strategy. You can use advertising to rapidly create awareness and drive traffic to a new product or service. This chapter shows you how to use PPC as part of content marketing.
  8. Tracking, Metrics, and Business Goals: The goal of content marketing is to support your company’s business goals. That means top-line and bottom-line metrics, which are measured with KPIs, CPL, CPA, and so on. This chapter covers metrics, tracking, and KPIs. You can turn marketing into a measurable activity that supports business goals.

For more information about Andreas Ramos and his book see his web site.