I love creating content as I build an audience, but it is difficult. “Content Inc.” by Joe Pulizzi is all about doing just that. If you are interested in making an empire by first creating content, this is the book.
First, why would you want to build an audience first before you launch a product? There are a couple of reasons, the main one being products are hard to establish and costly. It will also take time to perfect your product.
Sometimes we forget how long these companies have been around who are launching products. My favorite company, Nintendo, has been around for over 100 years. They have launched game consoles over the last 40+ plus years. They have gotten it down to a science, yet they have a hard time (see Nintendo Wii U).
“Content Inc” is all about launching your business through content first—BEFORE you have a product or service. Yes, I said before you have a product or service. Following the Nintendo example, they might launch a games review magazine or gamer website with the Content Inc model. They would build up credibility in the gaming space, then launch a console if they so choose. It is an unorthodox way to launch a company, but there are many benefits.
1) First and foremost, you are establishing yourself as a subject matter expert in your field. Your audience is following you, not your service or product. This means that you can launch any relevant product through your channel and have a pre-built audience.
2) The Content Inc model requires much less capital than a product or service-first business. You can start small, say a YouTube channel, and scale into magazines, blogs, email, or newsletters.
3) You can perfect your business model by releasing content and listening to your audience. The product you had planned to release may not be the business model your audience needs. You may learn of a better, more efficient way to conduct business.
4) You can also add multiple content streams to your package a lot easier than creating another product. For example, you can add a paid newsletter to your portfolio of content.
5) It takes a while to build a content inc business, which is why most people don’t want to try this way. A product may be profitable very quickly, say in a year, but if someone copies you, then you may go bust A. complete content inc model will establish you as a subject matter expert and allow you to remain on top for a very long time.
So how long does the book say that it will take to build a complete content inc company? 5-7 years is the number that they throw around. After doing this for six months, I can agree on these numbers. It might be disheartening for some, but it’s okay for me.
I know what my goals are, and I am ready to continue to do the work for the rest of my life. I will do anything to have a strong flow of royalties from my content. Having a passive income stream while I chill on the beach is how I envision my future. Plus, I Love Writing!
“Content Inc.” is an excellent book for budding entrepreneurs who want to start something but don’t know exactly what. You can build an audience and monetize it later. Your audience is more valuable than your product or service, a lot more valuable.
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