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A recent trip to a local brick-and-mortar bookstore helped me realize that even the best algorithms and email campaigns can’t replace in-person product discovery. On this trip, I noticed a book called The Content Trap sitting face-out on the shelf and couldn’t resist picking it up.
Great title. Intriguing outline. Normally I’d make a note to grab the ebook sample and consider buying it later. What I saw during my in-store flip test, however, convinced me I shouldn’t wait. So I made the unusual decision (for me) to buy the print copy, not the ebook.
As I walked out of the store, it dawned on me: despite all the daily book recommendation emails I get from Amazon and elsewhere, this one never hit my radar until I walked through that store. Actually, maybe one of those emails did mention it, but I never noticed because I receive so many book promo messages that they’ve turned into nothing more than inbox white noise. This seems to indicate the email marketing model could benefit dramatically from an overhaul.
If so, the vision shared in The Content Trap likely provides at least a portion of the new formula. It’s been a while since I broke out a highlighter and started marking up a physical book. I’m only a few chapters into The Content Trap and I’ve already highlighted dozens of important passages. In fact, it ran my old highlighter dry and I had to buy a new one.
This is one of those books that really makes you stop and think, so don’t assume you’ll be able to tear through it in an afternoon. Here are a few of the more fascinating segments I’ve read so far:
The language for success in media, as in technology, is less and less about content and more and more about connections.
It’s striking how many digital media managers still think in terms of product appeal to individual customers rather than in terms of managing and exploiting connections. This is even more surprising in view of the fact that media consumption has always been inherently social.
Through its Marketplace, Amazon had shifted strategy from selling products to owning a platform. A similar “content versus platform” choice confronts many organizations today.
Superior products are great, but strategies that exploit connections are better.
Can we help readers to help each other? [That last question helped one publisher shift] from being important to being relevant, as one editor put it.
By the way, those quotes are all packed into the first 30+ pages. I can’t wait to read the rest of this book. I also just started following the author, Bharat Anand, on Twitter and encourage you to do the same. This guy is brilliant.
Do yourself a favor and buy this book immediately. You won’t regret it and you’ll be well armed with an entirely new way of thinking as 2017 begins.
This article first appeared on Joe Wikert’s Digital Content Strategies.
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