Powering Content: Building a Nonstop Con...


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Your new product is ready to launch and you’re itching to tell potential customers all about it. But how do you make your message stand out above all the noise and marketing clutter? Take the guesswork out of content management with this hands-on guide. You’ll learn how to produce and manage powerful content pieces that speak directly to customers and compel them to respond.

Author Laura Busche walks you through content strategies and tactics drawn from business, design, and psychology insights. Packed with examples and exercises, this book teaches you how to tell your story with engaging copy, potent images, and striking design—all carefully orchestrated through well-oiled production management. Solopreneurs, startups, marketing managers, and execs will learn 10 Essential Steps to Content Success, with deep dives into:

  • Content strategy: understand your audience, choose and prioritize channels, and find your brand’s core themes, voice, and tone
  • Content creation: craft an engaging experience with content formats and copywriting formulas and templates
  • Content management: organize, delegate, and supervise tasks; optimize the content production process to reuse successful patterns

From the Publisher

Powering Content: Building a Nonstop Content Marketing MachinePowering Content: Building a Nonstop Content Marketing Machine

From the Intro

10 Essential Steps to Content Success

When I began truly managing the content I shared 10 years ago, falling into a constant cadence seemed like an impossible feat. I could see the many benefits of sharing content periodically, but the production process seemed too overwhelming to commit to a schedule. Seeing writing as “art” was not helping me the least bit. Looking at writing as art implies that there is a one-of-a-kind, unrepeatable quality to it. That would not be problematic at all if it did not dictate the terms of how we go about fabricating such art.

There is an expectation that if something is extraordinary it must also be arduous. A lingering thought that because content is a form of art, its production cannot possibly be standardized.

If we are to take advantage of the power of content, it is crucial to have a structured approach that facilitates decision-making. Here is the basic outline of the 10-step approach that I recommend and will thoroughly break down throughout this book. I have seen the last five steps take place in different orders effectively, so feel free to decide which area you would like to tackle first after you have completed the first five. Essentially, defining your content’s audience, channels, goals, voice, tone, and aesthetic will lay the groundwork for the execution-oriented tasks in the second part of this list. We will cover each of these in depth throughout the book, but feel free at any time to flip to the Glossary at the end of the book.

State What You Want to Achieve in Creating Content

Understand Whom You Are Creating Content For

Decide Where This Content Will Live

Set Themes, Tones, and a Voice for Your Pieces

Define a Visual Aesthetic for Your Brand’s Content

Adopt Best Practices Around Content Formats and Structure

Design Your Main Content Hub So That It Is Audience-Friendly

Scale Your Content Production Process

Shape and Consolidate Your Content Team

Secure Earned, Owned, and Paid Distribution for Your Pieces

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