About the Book In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs. High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email and social media networks to maximize reach, engagement and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify and Google plus interviews with top industry experts from across the globe. Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships and boost conversions. Book Synopsis Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy. In the face of countless platforms and content forms it can be hard to know where to begin with creating successful content marketing that cuts through the noise rather than just contributes to it. High-Impact Content Marketing shows how to succeed by taking a simplified and strategic approach to standing out in the competitive digital space. Covering how to create customer-centric and inclusive video, audio, social media and longer-form content, it also shows how to successfully distribute content across channels such as websites, blogs, email and social media networks including LinkedIn, Instagram and Twitter. High-Impact Content Marketing features frameworks, exercises and planning guides throughout, as well as case studies and examples of best-in-class content marketing from the likes of Ikea, Lego and Nike and interviews with top industry experts. Guidance is also included on how to align content with various stages of the customer journey, embed behavioral science principles to maximize impact and measure appropriately to drive improvement. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships and boost conversions. Review Quotes "High-Impact Content Marketing is a game-changing guide that offers a fresh, holistic perspective on content creation and strategy, drawing from Purna's extensive experience in diverse industries and roles. With its practical, easy-to-apply and evergreen principles, this book paves the way for a new, more zen approach to marketing that transcends content marketing alone. Its focus on creativity, trust, empathy and leveraging AI to amplify our humanity makes High-Impact Content Marketing the essential guide for marketers seeking to connect, empower and inspire in a fast-paced digital world."-- "Jenise Uehara, CEO, Search Engine Journal""Content marketing has no end. It always has room for fine tuning to stay competitive and to adapt the market shifts. This book is a comprehensive ultimate guide for the content marketer at any level. It covers the causes and effects, and solutions for a variety of scenarios. Keep it within your reach at work."-- "Motoko Hunt, President, International Search Marketing Consulting, AJPR""I am thrilled to endorse Purna Virji's ground-breaking book on content marketing, which couldn't have come at a more opportune time. As the world of marketing continually evolves, it is essential for marketers to stay ahead of the curve and adapt to the changing needs of their customers. This book, with its focus on practicability, analysis and customer needs provides a refreshing perspective on how to future-proof your content marketing strategy."-- "Prof. Dr. Sepita Ansari Pir Seraei, Professor of Digital Marketing, Hochschule für angewandtes Management""I learned my favourite metric from Purna - ROTS - return on time spent. Purna's ideas have been battle tested for years across a multitude of industries. This book is sure to become your go to guide for building sustainable, high return-on-effort content."-- "Aaron Levy, VP of Paid Search, Tinuiti""If there's someone who we can all learn from about high impact content marketing, that is Purna! She's one of the savviest, most experienced, well-rounded, empathetic digital marketers I know, who has developed some of the most compelling content I've ever read."-- "Aleyda Solis, International SEO Consultant & Founder, Orainti""Less is more and relevancy is key. In typical Purna-style with some hilarious examples, this book makes content marketing easy to apply with timeless principles. A must read for every marketer to remind us that despite sophisticated technology and algorithms, it's still about people."-- "Mascha Driessen, Vice President, Continental Europe Microsoft Advertising""Purna's book is a game-changer for anyone looking to bridge the gap between content creators and the c-suite. Having watched her in action, I know that Purna has the unique ability to help audiences understand the value of content in the long-term, taking an empathic, audience-focused approach that challenges readers to think beyond what Google wants and instead focus on what's right for the searcher. The real-world examples make this book a must-read for anyone seeking to communicate effectively with executives and solve the right problems with the right content at the right time. In a world full of quick tips and tricks, this book grounds you in an approach that should stand the test of time, that's why I would consider this a must read. Tricks come and go, understanding how to solve problems for customers and communicating that value to inspire action does not."-- "Wil Reynolds, VP Innovation, Seer Interactive""The ultimate reference guide for content marketing planning and execution. The frameworks here can scale up or down and apply to any industry, a must have for teams of one or one hundred."-- "Elizabeth Marsten, Vice President, Commerce Strategic Services at Tinuiti""There are few people out there that understand content marketing and how it drives business impact more than Purna Virji. Her book brings together decades of experience in one of the fastest evolving and most critical areas of marketing today. Not only will you walk away with a better understanding of how we got to where we are, but a step-by-step plan on how to create, deliver and measure content that won't just drive growth, but will build a brand your customers will love and advocate for on your behalf."-- "Joanna Lord, Global CMO & Marketing Advisor""This isn't a traditional content marketing book. Purna Virji covers everything from step-by-step audience anthropology to competitive analysis, to specific creative tactics, to distribution. It's a perfect guide for new content strategists and old pros who are looking to reset."-- "Ian Lurie, Digital Marketing Consultant" About the Author Purna Virji is a globally renowned content strategist and Principal Consultant, Content Solutions at LinkedIn. She previously led global learning and thought leadership programs for Microsoft and is an award-winning former journalist. Virji is a top-rated international keynote speaker and has been featured in The Drum, TNW, Marketing Land and Adweek. She has also been recognized as an Adweek Young Influential, was crowned the Search Personality of the Year by the US Search Awards and was named the most influential PPC Expert in the world by PPC Hero.