The Power of Kontenting: A Marketing Technique for the Internet Era

November 2008
by Tim O’Leary

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The Power of Kontenting: A Marketing Technique for the Internet Era

by Tim O’Leary

My good friend Mario went into the book-publishing business last month. This was a bit surprising, as Mario has absolutely no relevant background or experience. He launched his publishing house from his den as a sideline with a total cash investment of less than $200. His first title began as an e-book download that sold for $19.95; utilizing Amazon’s publishing service, he has now made it available in softcover and Kindle editions.

Despite the fact that he really had no idea how publishing works, the book he chose to market (a how-to title on the art of complaining) is selling well, with extremely large per-copy profits, and Mario is preparing for an onslaught of orders when his author and book are profiled in a couple of months on a major prime-time news program—scheduled as a result of a major online PR program he initiated. Given the success of this first venture, Mario is planning to publish more how-to titles through his tiny publishing house.

Mario is a new breed of entrepreneur using the Web to sell content. In this case, the content takes the form of a book, but Mario is not really concerned with the kind of content he sells or with its form. Rather, he embraces online marketing and direct sales techn…IBPA Members – Click here to view the full article (login required).

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