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Content Inc.
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Table of Contents

Foreword by Brian Clark, CEO, Copyblogger Media xi Introduction xvii Part 1: Starting the Journey Chapter 1: Beginning with the End in Mind 3 Chapter 2: The Content Inc. Opportunity 13 Part 2: The Sweet Spot Chapter 3: Knowledge or Skill + Passion 29 Chapter 4: Adding Audience to Your Sweet Spot 43 Part 3: The Content Tilt Chapter 5: Understanding the Power of the "Tilt" 55 Chapter 6: Discovering Your Content Mission 65 Chapter 7: Ways to Unearth Your Content Tilt 73 Part 4: Building the Base Chapter 8: Selecting Your Platform 85 Chapter 9: Content Ideation 97 Chapter 10: The Content Calendar 105 Chapter 11: Content Staffing 111 Chapter 12: The Collaborative Publishing Model 125 Chapter 13: Planning for Repurposing 131 Part 5: Harvesting Audience Chapter 14: The Metric That Drives the Model 141 Chapter 15: Building for Findability 155 Chapter 16: Stealing Audience 171 Chapter 17: Social Media Integration 183 Part 6: Diversification Chapter 18: The Three and Three Model 203 Chapter 19: Building Out Extensions 219 Chapter 20: Acquiring Content Assets 227 Part 7: Monetization Chapter 21: Waiting for Revenue 237 Chapter 22: Building the Revenue Model 245 Part 8: Next-Level Content Inc. Chapter 23: Putting It All Together 269 Chapter 24: Join the Movement 283 Acknowledgments 287 Appendix A: CMI's Contributor/Blogging Guidelines 289 Appendix B: An Inside Look into CMI's Publishing Process 295 Index 305

About the Author

Joe Pulizzi (Cleveland, OH) is the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands.

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