Content Inc – Book ReviewContent Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses by Joe Pulizzi
Published by McGraw-Hill Education on September 8th 2015
Pages: 352
Source: NetGalley
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I received this book for free from NetGalley in exchange for an honest review. This does not affect my opinion of the book or the content of my review.

This post contains affiliate links you can use to purchase the book. If you buy the book using that link, I will receive a small commission from the sale.


Content Inc by Joe Pulizzi is like the latest James Bond movie. I’ve finished it, but I’m not sure if I like it.

Joe Pulizzi is the founder of the Content Marketing Institute thus the source of many of my Tweets, so I eagerly pounced on a review copy of his latest book. Unfortunately, grad school pounced on me, so apologies for this late review.

To understand why I’m unsure on Content Inc, I went back to its promise:

In CONTENT, INC., content marketing expert Joe Pulizzi shows you how to position yourself as an informational leader in your niche and develop content that is as beloved as that coming from any traditional media company.

And I think that’s where I’m a little out. Content Inc tries to be a lot of things. It starts with two chapters explaining why being an entrepreneur is the best career ever. Then we learn what content is. The last few chapters focus on personal branding, linking back to the book’s promise. While reading it, I felt the book could have been several smaller books, much like the blog.

There were some great parts to Content Inc. I loved the concept of Content Tilt: using a Venn diagram to find your content sweet spot. The resource list was extensive and having it at the end of each chapter makes it practical. It was also very honest, with Joe using many of his own experiences, and not all were successful. Yes, he supplemented it with other case studies and examples, but Content Inc has a very personal feel to it.

Who Is Content Inc For?

Despite the sales pitch in the first two chapters, I think existing entrepreneurs who need a boost in their brand would get the most from Content Inc. It gives some great ideas to help position themselves and their business. The focus is all on content, so it may be hard to translate the advice to your business. The very vast majority of the cases are of people making money directly from the content. Even the swimming pool guy has positioned himself as a pool expert, despite never installing a single pool.

Content Inc was a gift from NetGalley and the publisher, McGraw-Hill.