Most books on social media marketing draw the reader along one of two paths: they show you the big picture along with a vision of tomorrow, or they walk you through a detailed, step-by-step instructions.
In their book, Content Rules, authors Ann Handley and C. C. Chapman deliver both macro and micro views on the subject in a highly readable and usable fashion. They’ve included enough basic information to orient the novice while providing insider examples to interest someone like me who has been engaged in social media for some time.
For solopreneurs managing own social media, the biggest challenge they face is coming up with content within the limitations of time and budget. One reason this is so difficult is we often attempt to create content without a plan. We face the computer screen, trying to write off the cuff. Not surprisingly, we have nothing to say.
The key to solving this dilemma, according to Content Rules, is creating a content pipeline: “Done right, the content you create will position your company not as just a seller of stuff, but as a reliable source of information.”
This isn’t, by any means, a shortcut, though in the long run you will save time. You will learn how to map your existing content and the needs of your target audience. That will provide the data you need to identify compelling topics of lasting importance. Not only will you have something to say, what you say will be highly relevant to your target audiences. Social media can take up too much of your time to waste it on messages that don’t engage your audience.
This is a comprehensive look at the field of social media content, covering every type of platform: blogs, videos, podcasts and more. Not every chapter will interest you. If you don’t like the idea of podcasts, you may want to skip that chapter for the time being. On the other hand, here’s an opportunity to discover how a strategy you hadn’t considered might be right for your business.
Knowing how busy solopreneurs are, I rarely suggest books on social media to them. But if you are doing your own marketing, this is the handbook you need right now.
