Marketing Book Worth a Look: Content Chemistry by Andy Crestodina
February 27, 2016
Editor's Note: In a time when using content to send just the right message to your audience is as important as ever, Andy Crestodina's Content Chemistry remains a powerful guide for content marketers. We hope you find this encore post useful.
For over a decade, Andy Crestodina has been the Strategic Director at Orbit Media Studios, Inc. He is a renowned content marketing expert, a sought-after public speaker, and has been recognized by Forbes and Inc. magazines as a thought leader in the profession.
In the lead-up to publishing his first book, Andy followed his own content marketing advice. “The idea was to ‘blog into a book’ by starting with structure, then making all my content work together,” he told us. The resulting book is a masterful meta-marketing tome; it’s both a stellar example of content marketing and a how-to guide for creating your own.
This Month’s Recommended Reading: Content Chemistry: An Illustrated Handbook for Content Marketing
Content Chemistry is the antidote to dry, black-and-white business books. Andy knows visual content captures readers’ attention and can easily convey complex information. So he doesn’t skimp on beautiful, informative charts and diagrams throughout. The result is a quick read packed with solid content marketing theory and tactical advice.
Why Andy Wrote Content Chemistry
Andy’s motivation for writing the book was to use his expertise to call marketers to action: “My hope is that your new insights into web marketing will motivate you to get started and stay active,” Andy says on the Content Chemistry web page. “I hope you realize that web marketing is enjoyable because it’s creative, something both social and analytical…You may discover that, yes, web marketing is critical to modern business, but it’s also a lot of fun.”
Why You Should Read It
Andy explains the basics of content marketing in an approachable, straightforward way. Content Chemistry covers all the key aspects of content creation and promotion, from SEO to social media to email marketing. “By the time you finish reading Content Chemistry, you’ll have a solid understanding of all the main topics and the specific actions you’ll need to take to succeed on your own. You’ll know where you’re going and how to get there,” Andy says.
The structure of the book, and Andy’s “blog into book” methodology, serve as a blueprint for your own content marketing strategy. “If you want to make your content work harder, give it structure,” Andy told us. “Plan the repurposing from the outset. The book is just the largest collection of your lifetime body of work. Blog within a larger framework, then combine, fill in the blanks, and polish.”
Read Content Chemistry to Learn How to:
- Attract visitors to your website
- Convert traffic into leads and customers
- Measure and improve your conversion rate
- Use the Periodic Table of Content to repurpose content
- Write content for each stage of the funnel
- Have fun while creating quality content
Content Chemistry is an inspiring example of content marketing in action. Andy used the best practices he outlines in the book to create the book itself—so the book’s success is proof that his methods work.
Read Content Chemistry to put Andy’s expertise to work in your marketing department. And don’t forget to let Andy know what advice you found the most helpful.
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