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Content, Inc. — Second Edition (Completely Updated & Expanded)

Most business “experts” insist the winning formula is product first: build a product, find customers, sell. If it were that simple, why do so many ventures fail before they take off?

Joe Pulizzi — successful entrepreneur and content marketing pioneer — ignored that conventional wisdom and built multimillion-dollar businesses by reversing the sequence. Instead of starting with a product, he started with valuable content, attracted a loyal audience, and then created products that audience wanted.

This fully updated and expanded second edition of Content, Inc. shows you how to imagine, launch, and monetize a content-driven business through seven simple steps:

• The Sweet Spot — Find the intersection between your unique expertise and the real problems your audience faces.
• The Content Tilt — Carve out a distinct angle where competition is minimal and your voice can stand out.
• The Base — Choose a primary platform for distributing your content (your hub).
• Audience Building — Use social media and SEO to turn casual visitors into long-term subscribers.
• Monetization — Start charging for products or services tailored to your audience.
• Diversification — Grow by expanding into multiple channels and formats.
• Sell or Scale — Decide whether to exit by selling the business or continue building it into a larger company.

Practical, tactical, and proven, this edition gives you the roadmap to start a content-first business, build a massive audience, and turn attention into revenue.