Content That Does a Job
Who this book is for
Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.
Sound familiar?
- Posts consistently for months without being able to say what it produced.
- Measures views and likes because those are the easiest numbers to get.
- Each piece serves a different goal, so none does any job well.
- Production eats all the time, leaving none to check what worked.
After reading, you can
Help a marketer choose content by the job it must do and measure it accordingly.
Each chapter answers one question
Chapter 1: What is this post actually for?
Which step of the buyer's journey does this week's article serve?
Content that cannot say which step it serves cannot be measured, and cannot be fixed.
Chapter 2: High views, but did the content do its job?
If this article succeeds, which number will change?
Views measure attention; they do not measure whether the content did its job.
Chapter 3: Post every day, or post less and better?
If I could make only three pieces of content this month, what would they be?
Ten average pieces take more time than three good ones and deliver less.
Chapter 4: If nobody objects to it, does it help anyone?
Does my article say anything people in the field do not already know?
Generic content is safe for everyone and useful to no one.
Chapter 5: What happens to content when inspiration runs out?
In my busiest month, does content still go out?
Content that depends on inspiration stops in the busiest week.