Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You
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Top of Mind: Use Content to Unleash Your Influence and Engage Those Who Matter To You

3.8 (112 ratings by Goodreads)
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Description

Proven strategies for staying top of mind with your audience-from Inc.com's #1 content marketing company

What do all successful businesses have in common? They're the first name that comes to mind when people think about their particular market. How do companies achieve this? By developing habits and strategies that focus on building meaningful relationships and delivering value consistently, day in and day out.

In Top of Mind, the cofounder of a leading content marketing company shows you how to create business opportunities by occupying the space at the top of your audience's minds-and keeping it there. This groundbreaking book explains how consumer needs and expectations have changed and what this shift means for readers interested in building a brand-whether you're a leader in marketing engaging potential customers, a VP of sales bringing in new business, or a director of HR who's recruiting the best talent in the industry. It provides effective ways to establish trust and foster connections; maintain transparency and consistency; identify and clearly communicate the "why" behind the message; and create processes to make that message part of a brand's DNA.

Maintaining a prominent spot in your audience's minds will increase the likelihood that the moment they need to make a choice, you'll be the first one they call.
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Product details

  • Hardback | 208 pages
  • 163 x 236 x 18mm | 412g
  • OH, United States
  • English
  • 15 Illustrations, unspecified
  • 1260011925
  • 9781260011920
  • 60,338

Back cover copy

"John's got his finger on something here--something important. Anyone interested in communicating effectively through content would do well to embrace the audience-centric approach outlined in Top of Mind."
--Eric Hellweg, managing director at Harvard Business Review

"Top of Mind is a critical and powerful tool to catapult yourself into relevance in a noisy, competitive world. Get it now, and leverage your content like never before."
--Jeff Hoffman, cofounder of Priceline and ColorJar

"With Top of Mind, John breaks down the last barriers between executives and content marketing. We accept that business is about relationships, and it's time we embrace the fact that the right content at the right time can make those relationships (and your company) stronger."
--Evan Greene, CMO of The Recording Academy (The GRAMMYs)

"John Hall says that success ultimately comes down to creating meaningful relationships--in business and in life. I couldn't agree more. Buy this book to get his prescription for exactly how to do it."
--Ann Handley, chief content officer of MarketingProfs and author of Everybody Writes

"This is the playbook for how to make yourself memorable online. Top of Mind is useful, practical, and vital. Highly recommended!"
--Jay Baer, president of Convince & Convert and author of Hug Your Haters

"An absolute must-read for any professional or company seeking to build influence and lead their industry."
--Forbes

"Potential customers can't do business with you if they don't even know who you are. John Hall's essential new book shows you how to powerfully connect with your audience, even in today's crowded marketplace, so the right business opportunities come to you."
--Dorie Clark, author of Reinventing You and Stand Out

"I am a longtime admirer of John's knack for connecting people in meaningful--sometimes life- and career-changing--ways. The idea of 'shifting from self to the people who matter' is something he practices personally and professionally, so all ideas in the book are authentic and tested. Top of Mind contains John's simple, yet powerful, secret to success. Readers will be grateful he shared it!"
--Gina McDuffie, CMO of VER

"Here it is, a business guide to engineering serendipity! Top of Mind is a relationship guide for the digital age. Whether you're building a business or accelerating your career, John Hall's clever concept and smart insight will transform the way you communicate. Move over, Mr. Carnegie, John Hall teaches anyone how to win friends and influence people--at massive scale."
--Andrew M. Davis, founder of Monumental Shift and author of Brandscaping

"Top of Mind is a must-read for any business professional who wants to understand how to break through the noisy and competitive landscape of today's digital, social, and mobile world. As an innovative and successful entrepreneur, John Hall shows us how anyone in any type of business can use their existing knowledge and expertise to become top of mind, reach potential customers, and grow their business."
--Michael Brenner, CEO of Marketing Insider Group and author of The Content Formula
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Table of contents

Foreword

Acknowledgments

Introduction

1: How Your Consumers Are Changing

2: What Consumers Are Looking for in Brands They Trust

3: Building Relationships by Helping Others

4: Being Transparent and Likable

5: Remaining Consistent and Boosting Familiarity

6: Broadcasting Your Message Through Content

7: My Journey

8: The Golden Rule of Communication

9: Beyond the Marketing Department

10: Populating All Stages of the Consumer Journey Through Strategic Distribution

Resource Library

Notes

Index
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About John Hall

John Hall is the cofounder and CEO of Influence & Co., a firm that helps brands and individuals leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. He has grown his company's revenue by more than 100 percent year-over-year since its founding in 2011; it is now the largest provider of expert content to online publications. In 2016, he won the EY Entrepreneur of the Year Award.
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Rating details

112 ratings
3.8 out of 5 stars
5 30% (34)
4 32% (36)
3 28% (31)
2 7% (8)
1 3% (3)
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