We aren’t in Kansas anymore. Any marketer worth their salt knows that attracting and building relationships with customers requires a different approach than what we’ve done in the past. It can feel overwhelming to synthesize all the advice, tools and strategies and figure out how to implement them for a brand.
If you are new to content marketing and PR, the book does a great job of teaching the fundamentals, including the difference between Paid, Earned and Owned Media and some background on how the social web and advancements in search engine technology have created an environment today where the customers have more power to influence people’s perceptions of brands than ever before.
Where this book really excels is in its exploration of some more advance concepts for content marketers. Everything from the darker side of content marketing – trolls, plagiarism and content farms – to how to operate in an era where customers control the brand, not the other way around.
What’s a marketer to do? Spin Sucks is packed full of useful tips, some which you can start implementing right away, even as you build a longer term strategy.
A couple of examples:
1) come up with ideas for content by looking at what gets discussed in the comments of your blog, or what is in your sent folder. If you are sending things over and over again to multiple people, there are probably many more who would appreciate reading/hearing about it
2) build community by having online office hours or a weekly question where you give some “free” advice to your audience
This is a great book to pick up if you want to learn how to effectively market your brands today, whether you are working in a small business or a large enterprise.