A content marketing book worth reading

Like many authors writing about content marketing today, Rebecca Lieb asks her readers to shift their mindset. Content marketing is a strategy, not a tactic, she says in her new book, Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media. That's a commonly heard refrain, yet there are more than a few blog posts and books (that probably should be blog posts) that don't get too much further than that. Lieb's book succeeds by picking up and providing details where others have left off.

She outlines compelling reasons why content marketing matters more today than at any other time, and she provides a comprehensive range of examples of how an effective, robust content marketing strategy might come to life. Both of these are important for marketers who want to move past the buzz to understand 1) why they should care and 2) what to do about it.

Why is content marketing so crucial today?

Lieb highlights the age-old publishing adage about the implied relationship—based upon an exchange of value—that takes place between content providers and their audiences. She reminds us that while the business model may have moved from one of interruption to willing participation ("the marketing of attraction"), we're still asking for precious resources from our audience: their time and attention. Despite the tremendous opportunity that content marketing offers, if you are going to attempt to gain and hold your audience's attention, then you need to offer content worthy of that request.

Lieb also highlights how the relationship between content marketing and search, social, and satisfied customers (i.e., those beyond the buying cycle) creates a virtuous cycle for discovery, evaluation, and trust in the buying process. The book incorporates compelling survey results from eMarketer and others to demonstrate that we've moved past the tipping point in how the online population consumes and interacts with content to create a real opportunity for those companies that employ content marketing tactics effectively.

The heart of the book

Lieb provides an impressive range of content marketing tactics, with explanations and recent best-in-class examples. For many of the tactics, she could've written a separate book to provide more specifics, but she succeeds by keeping content at the center, and showing how these tactics can work to achieve marketing goals (that said, my only nit is that it would've been nice to see more of a stake in the ground—and more examples—in the chapter on measurement).

Ultimately, Lieb has written a logical, comprehensive, and helpful primer covering everything from basic definitions, audience and content types, tactical content applications, and post-publication activities. It's a great overview for marketers who want to understand what all the buzz is about and, more importantly, learn the why, what, and how of content marketing. For those of us already immersed as day-to-day practitioners, the book reminds us of the myriad ways we can expand our practice and provide a range of benefits to our own brands and clients.