I studied Marketing at undergraduate level back in the last century (no, literally). Way back then content marketing was only starting to grow some vertebrae and crawl out of the proverbial water and therefore wasn't covered in my course. For the past few years I've been vaguely aware of the term and concept but didn't really get what it was all about. Until that is I read Content Marketing Primer for Editors & Proofreaders by Louise Harnby – an excellent introduction to content marketing. Reading the contents alone got me thinking Ooh excellent! I could do this, and this … and try this!
Are you using content marketing without realising it?
Louise generously mentions my self-editing your fiction manuscript course in the Primer; however, I didn’t know I was going to be in the book until I read it, and I certainly wasn't aware I was doing content marketing until she described it as such. As Louise points out in her book, many of us – editors and authors alike – are probably using content marketing without realising it, and thus not recognising its worth, or more importantly its potential. There are lots of examples of this type of content in the book, and one of the key things I’ve learned from reading it is that content marketing isn’t a highly abstract concept at all. It’s very doable and practical.
Linking business goals with content marketing
It’s not only newbie editors who’ll find this book useful – there’s lots in it for established editors too. Louise talks about business goals and how content marketing can help us to meet those goals. It’s important to set goals when you’re starting off as an editorial freelancer, but they are equally as important for more established practitioners too. As our businesses grow, we need to review and perhaps revise these goals and set new ones. Often it’s hard to find the time to do this, especially when valued work is flowing in, but even top-level managers in large successful corporations take time out to strategise about where their business and industry is going. As small business owners, we need to take the time to do this too – I know I do anyway!
Content marketing is a slow burn
Though I read the book in one sitting, I’ve since dipped into it a few times to review my extensive highlighting and notes. It’s an inspiring book, and it could be easy to get carried away with the number of content marketing options open to you and your business. I’ve tried to focus on one or two initial small actions until I get the time to do more. Reading this book made me ease up on myself and my guilt about not doing more marketing now – as Louise puts it: ‘content marketing is a slow burn’.
A valuable addition to your reference library
This is a book you’ll want to refer to again and again, as it’s full of clickable links to some great websites and resources. There’s also a content-building framework and a free template included, which I’ll definitely be making use of to help me match my business goals with an appropriate content marketing effort. And don't worry, content marketing isn’t about giving all your ideas and work away for free – the book contains lots of examples of content you can make money from.
Though I did struggle a bit with the concept of What is surrounding your content?, Louise provides a plain language definition and summary of content marketing. Overall, it’s an accessible and easy to use book.
According to Louise, this book will:
Though I did struggle a bit with the concept of What is surrounding your content?, Louise provides a plain language definition and summary of content marketing. Overall, it’s an accessible and easy to use book.
According to Louise, this book will:
show you how to create and deliver content that will enhance your editorial business's visibility, reinforce your brand, and maximize choice regarding whom you work for and what you earn – and all within a framework that embraces engagement with colleagues and clients.
Yep, it does pretty much exactly what it says on the tin!
Content Marketing Primer for Editors & Proofreaders: How to add value to your editorial business is available to buy for just £3.99 from Louise Harnby’s website.
Content Marketing Primer for Editors & Proofreaders: How to add value to your editorial business is available to buy for just £3.99 from Louise Harnby’s website.
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