June 2011
Beginner
272 pages
6h 8m
English
Content preview from Launch: How to Quickly Propel Your Business Beyond the CompetitionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Who Do You Want to Reach?
Ray Kroc knew he wanted to reach on-the-go families living in suburban neighborhoods. Whom do you want to reach?
You'll need to attract a base of people on whom you can build your business. They're the people you'll create content for. They're the force that moves your rocket ship forward.
The people in your base usually comprise readers of your blog, subscribers to your content, fans of your social media sites, and your customers.
Your goal should be to come up with a specific and detailed profile of the people you want to reach, making it easier to create great content for them and to find relevant experts.
When determining the profile of these people, you'll want to be targeted and precise. The broader your audience, the harder it will be for you to connect with them.
David Meerman Scott, in his book The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly (Wiley, 2007), introduced the concept of buyer personas. He explains that if you can classify buyers (or readers) into a distinct group, and document what you know about them, you can easily create targeted content for that group. Scott adds that the interests, problems, and desires of various persona groups should be carefully examined and written down.
He says, “By truly understanding the market problems that your products and services solve for your buyer personas, you transform your marketing from mere product-specific, ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.