O'Reilly logo

Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less by Joe Pulizzi

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 12Defining Your Content Niche

If you want to make an apple pie from scratch,you must first create the universe.

DR. CARL SAGAN, ASTRONOMER

As part of CMI’s content marketing workshops for small businesses, I normally ask the following question:

On what topic can you be the leading informational expert in the world?

Brands don’t take their content seriously enough. Sure, they create content in dozens of channels for multiple marketing objectives. But is your organization’s mindset focused on being the leading provider of information for your customers? If not, why isn’t that your priority?

Your customers and prospects can get their information from anywhere to make buying decisions. Why shouldn’t that information come from you? Shouldn’t ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required