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Normal 0 false false false MicrosoftInternetExplorer4 Marian Burk Wood has held vice presidential-level positions in corporate and not-for-profit marketing with Citibank, JP Morgan Chase, and the National Retail Federation, as well as management positions with national retail chains. Click the button below to add the The Marketing Plan Handbook by Alexander Chernev to your wish list. The Marketing Plan Handbook by Alexander Chernev is available now for quick shipment to any U.S. We promise to never spam you, and just use your email address to identify you as a valid customer. ShareTweet*** Preface ***When we finished writing a 30,000+ word book about content marketing, we did not plan to publish it as one, unreasonably long blog post. The Marketing Plan Handbook is the only planning handbook to guide readers, step-by-step, through the complete development of a realistic, customized marketing plan. Wood holds an MBA in marketing from Long Island University in New York and a BA from the City University of New York. This edition can easily be substituted for ISBN 1936572397 or ISBN 9781936572397 the 4th edition or 2014 edition or even more recent edition.
It contains everything we know about how to make content and get it to spread on the Internet.
She has extensive practical experience in marketing planning, having formulated and implemented dozens of marketing plans for a variety of goods and services. You will save lots of cash by using this 3rd edition which is nearly identical to the newest editions.
It’s the story of Priceonomics, and how we built a business turning data into content.
She has also developed numerous chapters, cases, sample plans, exercises, and print and digital supplements for college textbooks in marketing, advertising, and related disciplines. We have been selling books online for over ten years and we have learned how to save students from the inflated costs of textbooks especially when the updated editions do not contain substantial changes and typically are nearly identical in every way. Her special interests in marketing include social media, ethics, segmentation, channels, and B2B marketing. We even guarantee this by offering a 30-day full refund if you are unable to use the book for any reason.
We’ll also publish a PDF and ePub version of the full Handbook in the next couple of days.
Content Tracker is our software program for measuring how well your content marketing is performing. Does it get media mentions, traffic, social shares, and customer leads?But how do you make content that performs, and how do you distribute it?
Our first two books, Everything is Bullshit and Hipster Business Models, sold pretty well, but the money generated has been modest compared to our revenue from selling things to businesses.
We had no idea if anyone wanted to hear us talk for an hour about how to turn company data into content and make it spread. Could that “offer” (whatever it was) generate more revenue than merely selling a book? While Tracker is complex behind the scenes, its frontend is a simple dashboard that tracks the performance of all your content marketing. We would help them come up with ideas for how to turn their data into great stories and edit their pieces so they’d be really good. These companies loved the service and published some amazing work with a little bit of guidance and editorial assistance. After years of having a blog that no one visited, they started publishing information that journalists covered and people shared. But the other half of the companies never published anything!
We’d meet, brainstorm some ideas about interesting nuggets in their data, and they’d go off to work on a draft and then disappear! But, if the content got 5,000 views or 5 press mentions, they’d pay an additional success fee of $3K. Good content is just the catalyst for performance.This is why we are announcing our new content marketing agency, the Priceonomics Data Studio. It’s a content marketing agency that is only available to users of our Content Tracking software. You need to start with great ideas, you need to have a plan for how to distribute that content, and then you need to execute that plan. Traditional media is content that is monetized by selling user attention and personal data.
Today, we get tens of millions of free visitors to our site each year who buy books, data, and highly business services from us -- but we almost screwed things up from the the get-go.In late 2011, Priceonomics (our company) started off as an online price guide for used items.
We built web crawlers that checked how much people were selling their old iPhones, bikes, and cars for, analyzed the price data for these items, and then posted it on our website. We were like Kelly Blue Book for everything.So, we built and launched a website -- and guess what happened?
People look up prices and conduct product research all the time on Google, so we needed our results to show up there. In order to rank highly in Google’s algorithm, not only do you need good content, but you need other people to link to it. Because we were a part of this program, TechCrunch, the influential technology website, agreed to write about our launch.TechCrunch staff told us the article would go live December 20. The article would be helpful, because a link to our site on TechCrunch would, in Google’s eyes, improve our credibility.
We also decided that after the TechCrunch article went live, we’d write an article using our data, submit it to Hacker News, a popular social news site in the tech community, and hopefully reach more potential users. Since Priceonomics was a pricing site for used products, we decided to write about used things you could buy as Christmas presents.
For reasons best expounded by others, it’s against social norms to buy used goods for people as presents in the United States. A $100 budget can get you $300 of stuff if you let someone else eat depreciation and pain of selling their old stuff in illiquid markets. Every company has a blog, and they all write things like this, so we figured that was what we were supposed to do. At the time, we weren’t experienced writers or content marketers, so we thought the point of a blog was to talk about your products and sell them. December 20 came and went, and TechCrunch didn’t publish the article announcing our launch. Our blog post about Christmas presents ran the risk of being irrelevant.Finally, on the evening of December 22, 2011, the TechCrunch article about Priceonomics went live.
First, it was December 23rd -- two days before Christmas and pretty late in the game to buy gifts on Craigslist.
What could we write about instead? Earlier in the month, we had run an interesting experiment.
We employed our pricing data to find good deals on used Aeron office chairs on Craigslist, and then we resold them to other startups at a substantial mark-up. Basically, we were experimenting if we could make a business out of arbitraging used goods. We could then buy items that were posted at bargain prices and later sell them at the market price. There’s a fairly steady demand for these chairs in the Bay Area, particularly among web startups. Whether Aeron chairs are good chairs or are worth the money is perhaps best discussed by others. It seemed unbelievable to us that something we could write would end up at the top of one of our favorite websites!

We were complete amateurs at writing.Our post was on the front page of Hacker News for almost 24 hours and reached a huge swath of the technology industry.
It was better to write popular things on our website and attract our own crowd than to try to cajole journalists into writing about us. When we published interesting information on Priceonomics, the journalists came to us!Sharing information on the Priceonomics Blog struck a nerve.
Following the success of our first post, we focused on writing interesting blog posts that shared new information and attracted huge audiences. Though our company has since shifted gears, one thing has remained consistent: the Priceonomics Blog has devoted readers despite its corporate origins. Since we started it fours years ago, we’ve reached over 30 million people -- all for free. Since we’ve been blogging for four years, and have developed an intuition for what hits, we can say this with near certainty.
Just because almost every company has a boring corporate blog that no one reads doesn’t mean you need to emulate them. If you write a blog post and nothing happens, you begin to expect that future writing will fail as well. If our first blog post had failed, it’s unlikely we would have put as much effort into the second one. This explains why workers slack off once they believe that their output won’t be used for anything important. So many articles, videos, and blog posts compete for people’s attention that average work often goes unrecognized.
First, despite not having any real writing experience, we happened to write something good (rather than something boring, like we’d planned). Second, things happened when we wrote the blog post: we got lots of traffic, coverage, and customer interest. This approach narrows your focus, and that’s helpful for coming up with topics to write about. Make sure this is original information your company has authentic access to, and that the information is novel and interesting. Do we write good things so that we can sell more products, or do we sell products so we can afford to write good things? This book will show you how to do that.A ProcessMany marketing books assume that you have a large, established marketing department and lots of money. This is not one of those books.We find it frustrating when someone gives us blanket advice without properly explaining how to do it. Our friends at other companies started asking us if we’d be willing to sell them data we were publishing on the site. But as it became apparent that they’d be willing to pay what we thought was an absurd amount of money, we agreed. Shortly thereafter, we shuttered the consumer price guide that we had worked so hard to promote.Instead of making content with the aim of getting links for Google searches, we decided to make great content simply because we loved to make great content.
Sometimes, this content promotes our own products, but even this content is great because it uses all the interesting data our business generates. Each and every one of these emails is a request for her to do five to ten hours of work to research your company (or whatever it is you’re pitching), and then write and edit something accurate, interesting, and cohesive. Imagine if hundreds of people stopped you on the street every day, asking you to spend this much time and energy to help them out. You’re trying to convince her to part with her time, in exchange for something you have to offer.
Instead, you should get the journalist to want to write about you by helping her do her job.Like many great (and not-so-great) analyses, the core theory of this book centers around a two-by-two matrix. You are asking the reporter to help you out by writing about you, but what are you offering her in return other than a lot of work?Journalists are most likely to write about you if it doesn’t create enormous amounts of work for them, and if the story is likely to get a lot of attention.
Say you are a congressman and you accidentally share an indecent photo of yourself on Twitter. Everyone will write about you, because it takes very little effort to write the article, and it will assuredly be successful.
If you have a tip that could lead to a Pulitzer Prize, a journalist will invest months or even years on that story.
This involves taking information that your company has access to -- or can create -- that is genuinely newsworthy, and publishing it. The goal is to create something that helps other people (journalists) achieve their goals, while making your company look good.This means providing data that journalists can use to easily write articles that are interesting and newsworthy. Take a scan through The Wall Street Journal: every article about an economic trend cites data published by a company or third-party organization.
You are bringing something to the table instead of asking someone else to do work for you.Writing About Data in the Modern WorldAny discussion of content marketing using information needs to start with the OkCupid blog. It had information about how attractive its users found each other and how often they messaged each other. OKCupid also knew variables like their age, ethnicity, and sexual orientation.The average marketer might look at this data and say, “So what? They had data about how likely people of different races were to send and receive messages asking for dates.
They found that, of all their heterosexual female users, African-Americans sent the most messages, but received the fewest.
They wrote about what features in a message -- length, language, subject matter -- maximize the likelihood of someone responding.
By the end of their run, our sources at the company told us that OkCupid’s bloggers had a list of 300 members of the press, each of whom requested to be notified whenever they published a blog post. The OkCupid team had two people working on its blog full time, which is a huge investment for a startup company. First, believe it or not, there are dozens of people who likely cover the paper industry and need things to write about. An interesting anecdote about paper is something they’d link to, because no one ever writes stories in which paper is the protagonist!Beyond journalists, people like to read (and share) stories that are about their industries, hobbies, and home towns.
If you work in the paper industry, how often are people writing awesome stories about the history of your industry, or using data about paper to make an interesting point?
Every industry has a history, every set of data has an insight, and every person has a story.You got that? We crawled through every Airbnb listing in the United States, as well as every hotel listing, to compare the prices.
But gradually, after hitting the front page of Hacker News, the post got in front of the right people. To this day, when major media publications talk about Airbnb, they mention the Priceonomics report.We did not solicit any of these media features through a pitch. Our data created an inbound public relations process.Of the hundreds of media sites that wrote about our study, not a single one contacted us to inquire about the analysis. Because we helped them do their job of creating interesting content, and we made it easier for them by supplying them with easy-to-understand, new information.You can do this too.
What if instead of pestering journalists to write about your company, you created content that was so good that they want to write about it? But Priceonomics and OkCupid are not the only ones to pull it off.The financial website FutureAdvisor publishes financial advice pertaining to investments and spending.
We first heard of it when the company did a very clever piece of content marketing with its data. It was great information that helped reporters do their job: write articles that are likely to be popular.

In this case, the data was about Uber, one of the most talked-about technology companies in the world. You don’t have to be Google, Spotify, Priceonomics, or US News to have access to data.
If you’re a fire insurance company, determine the cumulative probability of a 10-unit building having a fire sometime in the next 10 years, then gauge it with 100-unit or 1,000-unit buildings.
If you recall, to power our first product (a consumer price guide), we had built a data set of used item prices. We did popular analyses on the prices of used bicycles, used American cars versus used Japanese cars, used e-readers, and used televisions.We were seeing a lot of interest and getting lots of attention from these articles, but we got bored of writing about the prices of used goods.
We recommend you publish at least a dozen reports about your company’s data before you broaden your subject matter.
We had lots of traffic from people who found our database of used bike prices, and many of us love bikes and commute to work.
As we debated what we could write about, we started asking, why do so many bikes get stolen?In our case, we’d written about bicycles before and knew that people loved talking about bikes.
It drew hundreds of links that improved the SEO rankings of our database of bicycle prices, and NPR even featured us on a radio segment.Writing about the economics of stolen bikes rejuvenated our blog and gave us more industry-focused topics to write about -- topics which, in turn, helped bring new information into the world. We wrote an analysis on the mattress industry, which sent us a massive amount of traffic and got referenced on TechCrunch.Since we opened the blog up to stories outside the company data set, the Priceonomics Blog has really taken off. Our theory is that your content should be a mixture of things that promote your products and things that don’t.
Previously, we gave all sorts of examples of topics Dunder Mifflin's blog could tackle. What if you ran a lawn mowing business? Someone in the lawn care industry could.What Other Kinds of Information Does Your Company Have?Your company has access to proprietary data you can write about. The company had raised a large round of venture capital, led by the storied investment firm Kleiner Perkins. A few months later, this company published a great account of how its venture capital financing came about. They refined the idea we suggested, made it better, and told their story in a way that only they could.
They posted the story on their company blog, and it generated exactly what they wanted: lots of media attention and visits.Why was this a good piece of content? Well, the company knew what it was like to get Kleiner Perkins to invest, and lots of people want to know how they can get funding from one of the most successful investors in Silicon Valley. Somehow all hell breaks loose, and a group of otherwise very polite people act very impolite.But the tense discussions eventually reveal the magic formula for getting along with people. You just know how you feel about something.After the group grasps that they should talk about their feelings instead of accusing other people of feeling some way, everyone starts to get along.
Everything is interesting, remember?Find the person who has the most boring job at your company (system administrator?) and talk to her. What is satisfying about the job?You have to truly believe that everyone has an interesting story to tell, and that it’s your job to tell it properly. Once you figure out how to pull this off, you can write about everyone at your company an executive, a salesperson, a receptionist. Toward the end of the first month, the team met with Paul Graham, the head of Y Combinator. He said they were currently the worst company in the batch and that they should take that as motivation to do better.So they did better. The founders hit on their idea on the 7th try, one month into the three month incubator program.
They founded AnyPerk, a startup that lets companies offer discounts and perks to their employees. It starts before that, and shows how the founders built a great company after initially failing.
Heck, if producers can make a popular sitcom about a boring paper supply company called Dunder Mifflin, you can do the same!Don’t believe that you can make the story of office supplies interesting?
After touring with local dance bands for a number of years, he scraped together enough money to pay for a mechanical engineering degree at the University of Minnesota.
For auto workers, this was a total pain in the ass: To achieve this effect, they had to mask off parts of the car with butcher paper, newspapers, homemade glue, and heavy-duty surgical adhesive tape. But this blog post generated over 100,000 visits to our site and thousands of social media shares.
Even still, because you’re a smart person working in a specific industry, you can talk about that industry and its issues in an informed way.
If you can pull it off, you may come to agree with us that publishing content in The New York Times is for suckers.Where Traffic Comes from TodayThirty years ago, before the internet, the way you got your message out was to beg newspaper reporters to include it in their articles. This is called Public Relations, and companies with lots of money and relationships can still do this today.With the emergence of the World Wide Web, huge websites and portals became popular. For a while, the best way to get your message out was still to use PR to get these new big players to write about it. But the media landscape was shifting.Around the turn of the century, Google emerged as the dominant source of traffic and customers on the web.
But, if you were clever, you had a new way to reach customers: by churning out content and hoping that people found it through search queries. Instead, most of the traffic these large news sites saw was from Google users searching for random articles. People would perform Google searches, get linked to a web page, briefly skim it, and then return to Google without really caring which website they just visited.In the current era of publishing, social networks are surpassing Google search as the primary way people find content. Content has to be so exceptional that people will choose to go through the effort of sharing it with other people: On Facebook, Twitter, Reddit, Tumblr, and even email.
You’re on a level playing field with the big guys, because your content can be amplified on the web using the same mechanism that they rely on. There’s a sandwich place we like to order lunch from around the corner from our office. We only did this because it took almost no time for us to write, and we were curious to see what would happen.But this story offers two lessons.
So what exactly can you do?When you write content, you must have a channel in mind for that content to spread. When you start thinking about how your content will spread, don’t start with Facebook. While Facebook is the largest source of third party traffic to Priceonomics, traffic from Facebook is a symptom of other content channels working well -- not a primary cause of our traffic.For most of our most successful pieces, we did something else first -- something outside Facebook which made the article popular. Therefore, before you start writing, you need to have a plan for how the article will spread. We calculated how quickly each lost its value after initial purchase, and then we published a report about how iPhones had better resale values than Android phones.Can you guess what happened next? The team had collectively spent hundreds of hours assembling the data, analyzing it, and figuring out how to present it. It would have been enormously demoralizing to strike out after putting in so much effort.So we thought about other people we could email. We remembered that a reporter at TechCrunch (the 900-pound gorilla of tech blogging) had previously written about our launch. Some of the websites that had ignored our pitches wrote about the Priceonomics cell phone study.The piece was an epic success, but it nearly failed.

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