LID Publishing | 2015
Mark Masters, MD of The ID Group and local nice-guy, somehow found time to write a book – no mean feat when you consider the prolific content output on his website and social media, plus a weekly podcast, oh, and hosting the quarterly ‘Once Upon a Time’ events.
‘The Content Revolution’ guides the reader on a journey through the realities of marketing today over eight chapters. The message is broadly about communicating what you stand for by telling a better story.
With a foreword by Robert Rose, Chief Strategy Officer at the Content Marketing Institute, interviews with content marketing pioneers around the world, and industry stats and examples, it’s full of fresh ideas.
Mark draws on a lot of his own experiences, so there are tales from his childhood, his business, and life in general. He ditches old school marketing techniques, and makes it clear that shouting louder than your competition is not the way forward.
We need to evolve from telling the consumer how good we are to now proving how useful we can be.
Chapters 3 and 4, on presenting your online and offline personality and finding your voice, should be mandatory reading for all businesses. Something that has not changed in hundreds of years is that people do business with those they trust. It’s time for businesses to be present and to stand for something – to be human.
The more you can humanize your brand, the better.
Throughout the book, we learn about the opportunities that are available to grow our audience, utilize content and drive sales in a space of which we have complete control. We are all in control of our own media companies; we are creators, curators and self-publishers. Our challenge is to create and own our own space.
Mark has been generous in sharing some of the things that have worked for his business, and brave enough to share some of the things that haven’t.
‘The Content Revolution’ is informative, thought-provoking, refreshingly practical over theory and jargon-free. It’s like a human has written it.