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

Introduction

Greatness is won, not awarded.

GUY KAWASAKI FROM HOW TO DRIVEYOUR COMPETITION CRAZY

$39,400.

What is the total amount of money we have spent on advertising our company, the Content Marketing Institute (CMI), since we launched in April 2007? Just $39,400.

During that time we’ve been recognized as the fastest-growing start-up in northern Ohio and the ninth fastest-growing private media company by Inc. magazine in 2012 (just two places behind Facebook). We accomplished these feats in one of the worst economic environments since the Great Depression, and with far fewer resources than our competitors.

I tell you these things not to boast, but because I believe there is a better way—a better way to market. And there’s a much better marketing ...