Content Is Cash, by Author (Softcover, 2011)|
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want a hardcopy)
Reviewer: Mark Lamendola, author of over 6,000 articles.
This book lays out a solid plan for content marketing, using five types of
publishing venue. For anyone who does content-based marketing, or who simply
publishes decent content, this book is a "must read."
II have yet to visit "social media" sites, and really do not like blogs. These
are two of the publication venues of the five in the SONAR plan. However, I am currently using two of these venues--though admittedly at a much lower level that I probably should be. There is only so much time in each 80 hour work week....
After reading this book, I think I need to make some adjustments here.
Another area is news releases. Ms. De Oca has me thinking about this area,
which is one where I felt I had nothing to say. Even though I publish a
twice-monthly eNL for Mindconnection, I hadn't considered repurposing any of
that into news releases even though there's plenty newsworthy stuff. This is
some low-hanging fruit.
For several years, I worked in a traditional print publishing company during
its transition to becoming a multimedia publishing company (e-publications,
in addition to print). So, the idea of repurposing content isn't new to me.
It's a proven revenue-generator and a proven way to wring more ROI out of a
given amount of editorial work. The SONAR model that Ms. De Oca developed is
really a framework for repurposing content.
There are a few caveats to using this system, and she mentions them in the
book. Two in particular she addresses are:
- It takes time to produce results. It does not bring overnight success.
- You must schedule time to work on it.
A third one she doesn't devote much page space to is writing competence.
Since the target reader of this book is someone who is already developing
content, it wouldn't make much sense for her to address this issue in depth. I
just want to caution the reader that whipping out random thoughts laced with
keywords doesn't cut it. You need an area of expertise, even if that means you
research every fact instead of being the expert yourself.
If you are already in the practice of producing good content regularly, this
book will probably help you monetize your work better. If you aren't much of a
writer, then stick with what you're good at and find someone who can write for
you. With the original text in completed, you can have your writer work the
SONAR system at a small additional cost.
Fortunately, Ms. De Oca does provide examples of good content. One I
especially like is Agora.
This book's one downside, if you want to call it that, is the serious reader
makes a punchlist or task list. So now I've got work to schedule, but I think
it's going to be worth doing.