Content Chemistry: An Illustrated Handbook for Content Marketing by Anthony Crestodina
Today we’re joined by Andy Crestodina and we are going to talk about his book, “Content Chemistry: An Illustrated Handbook for Content Marketing.”
Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 38-person web design company in Chicago.
Over the past 15 years, Andy has provided web strategy and advice to more than a thousand businesses. As a top-rated speaker at national conferences and as a writer for many of the biggest blogs, Andy has dedicated himself to the teaching of marketing and is an Adjunct Professor of Digital Marketing at Loyola University.
Andy has written hundreds of articles on content strategy, search engine optimization, social media and Analytics.He has been named by Forbes as a Top 10 Online Marketing Expert to Watch, and named by Entrepreneur Magazine as a Top 50 Marketing Influencer.
The Host's Perspective:
You’re probably aware that we’re in an era where marketers can bypass media gatekeepers such as paid advertising and the news media and speak directly to their customers on the Internet by producing their own content.
This of course is why content marketing has had such a resurgence. I say resurgence because it’s not a new form of marketing necessarily. It’s just that for about the last 75 years, mass marketing through advertising and media relations worked. It worked beautifully as a matter of fact. But now people can avoid unwanted marketing messages and have much more control over what messages they receive.
If your content is helpful, useful or entertaining you’ll get their attention and they’ll come to know, like and trust you.
So there are a lot of businesses that are going back to content marketing, but there is a generation of marketers and businesspeople who are less familiar with how to get started with it in the age of the internet and social media. But fear not! If you are trying to get a handle on content marketing, from the trends down to the tactics, the book Content Chemistry is what you need.
The book is extremely well researched and ingeniously presented. It includes clear explanations of things like search engine optimization, social media, and email marketing. The book, which is refreshingly concise, is laid out like a chemistry textbook and carries that narrative, but in a fun and informative way. For instance it includes the periodic table of content, which is worth the price of the book alone.
The book is organized into two sections: Part 1 is entitled “Lecture” and Part 2 is “Lab.” See what he did there?
Now, I was an English major in college but was required to take a year of Chemistry.
The difference between that year of chemistry and the book “Content Chemistry” is that I actually understood and enjoyed “Content Chemistry.” You will too!
Listen to the Interview:
"Content Chemistry: An Illustrated Handbook for Content Marketing" by Anthony Crestodina
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Andy's Agency (OrbitMedia.com)
Andy Crestodina and Douglas Burdett at the MarketingProfs B2B Forum in Boston, Massachusetts