Beyond the Shelf: Why Top Professionals Demand a Content “Ecosystem,” Not Just Books
Beyond the Shelf: Why Top Professionals Demand a Content “Ecosystem,” Not Just Books
From the Desk of Jeffrey A. Mangus, CEO of Mangus Media Group
For years, publishing a book has been the gold standard for establishing authority and building a personal brand. Across the publishing industry, books have been labeled as calling cards or business introductions, often left to make an impact, big or small. According to our new research and our non-disruptive Blue Ocean shift at Mangus Media Group, merely having a book on a shelf is no longer enough to drive the expected authority and business generation for today's elite professionals.
The need is there, and it is strong. The growing list of founders who have built billion-dollar startups continues to expand, it's a testament to the power of vision and execution that Founders, C-suite executives, startup investors, and other high-level leaders are increasingly seeking a comprehensive 'ecosystem' of strategic content around their published works to truly amplify their influence, build name recognition, and gain a significant brand advantage.
Recognizing these findings, I’ve observed a shift in how thought leaders utilize their expertise when writing books. At Mangus Media Group, while the physical book remains a cornerstone, we believe its true power is unlocked when integrated into a dynamic content strategy—an 'ecosystem'—that extends its reach and impact far beyond its initial release.
The Evolving Needs of Elite Professionals
Research shows that the traditional model of 'writing a book, be an expert' is insufficient in today's hyper-connected, content-saturated world. These professionals, who operate at the highest echelons of their industries, aren't just looking for a static representation of their knowledge. There is now a greater need in today’s fast-paced world, with all the noise, for an active, ongoing dialogue with their audience—a consistent 'ecosystem' that delivers reliable authority and provides continuous value. While the desire to publish books remains, the more profound need is for a strategic, impactful framework built around the core concept and strategy that includes:
Definitive Book-Derived Authoritative Articles: Short-form, timely insights reflecting the book's core concepts, responding to current trends, and offering quick, digestible value.
Book-Derived Email Education and Information Campaigns: Direct-to-inbox content that nurtures relationships, provides deeper dives, and reinforces key messages over time.
Book-Aligned Business Newsletters: Regularly curated content that parallels the book’s core concepts, positioning the author as a go-to source for industry insights and updates.
“It's about creating a perpetual thought leadership motion machine,' explains Tim Jacobs, Chief Collaborator at Mangus Media Group, and CEO of JWC Publishing. “Each piece of content—whether an article or an email—reinforces the book's core message, keeping the author's ideas fresh and relevant in the minds of their target audience.”
The Data Speaks: Content and the Book “Ecosystem” Reign for C-Suite Influence.
Our in-depth research into our blue ocean non-disruptive strategy underscores the vital role of a robust content strategy for high-level professionals, a key finding that informed the launch of our Evolved-360 Book Impact Ecosystem Suite. The following findings support this shift:
LinkedIn's Executive Boom: Over the past five years, the number of U.S. C-suite executives on LinkedIn has surged by 35%. Globally, there's been a 23% increase in content shared by chief executives. This heightened activity demonstrates clear recognition of the platform's value for thought leadership. (Source: Influential Executive)
Engagement Multiplier: Posts by C-suite executives garner approximately 4x more engagement than content shared by other LinkedIn users. This highlights the audience's strong interest in insights from top decision-makers. (Source: Influential Executive)
Trust and Purchase Intent: A staggering 92% of professionals are more likely to trust a company whose senior executives are active on social media, and 71% of consumers are more likely to buy from a company if its CEO is active on social media. (Source: FTI Consulting, Edelman)
Thought Leadership as a Trust Anchor: 64% of buyers state that thought leadership content is a more trustworthy basis for assessing a company's capabilities and competency than its marketing materials. (Source: LinkedIn)
Executive commitment, paired with strategic content, clearly correlates with increased trust, improved brand perception, and better business outcomes.
Building Authority and Brand Advantage: The "Ecosystem" in Action.
“A book provides the foundation, but the surrounding content ecosystem is what truly elevates a professional to an authoritative figure,' states Susie Schaffer, CEO of Finish the Book and key collaborator with Mangus Media Group. “Imagine a founder who authored a book about disruptive innovation. Rather than leaving that book to gather dust or flop in the marketplace, they can share the core principles in a series of articles about new technology, create an email course based on specific chapters, and maintain a newsletter featuring relevant news and insightful commentary.”
At Mangus Media Group, we recognize this principle, and our integrated approach offers several key advantages:
Reinforced Authority: Consistent, high-quality content reinforces the expertise presented in the book, solidifying the author's position as a thought leader.
Enhanced Name Recognition: Regular exposure through diverse content channels keeps the professional's name and ideas top-of-mind for their target audience.
Brand Differentiation: In a crowded marketplace, a well-executed content ecosystem helps professionals stand out by offering unique perspectives and continuous value that competitors may lack.
Lead Generation and Opportunity: Engaging content naturally attracts new connections, potential clients, and investment opportunities, expanding the professional's network and influence.
Deeper Engagement: Email campaigns and newsletters allow for more direct and personalized communication, fostering stronger relationships with the audience.
It's about creating a living, breathing Ecosystem brand around the individual: The book is the heart, but the content ecosystem is the circulatory system, delivering vital insights and influence to every corner of their professional network.
The Mangus Media Group Approach: Cultivating Comprehensive Influence
Mangus Media Group's research and client experiences underscore the necessity of a holistic strategy. We emphasize that while the initial investment in producing a high-quality book is crucial, the subsequent long-term ROI is maximized by building a tailored content ecosystem around it.
With our team of twenty hand-chosen NYT best-selling writing and publishing professionals, we develop a robust Content Strategy, crafting a roadmap for articles, email campaigns, and newsletters that align with the book's themes, core concepts, and the professional's overarching goals. We develop compelling and insightful content that resonates with our target audience, and we ensure it reaches the right people through various channels, including social media, industry publications, and targeted email.
In an era where book and business attention are valuable commodities, professionals are realizing that a single publication, no matter how profound, needs a dynamic support system to truly thrive. Mangus Media Group's Blue Ocean findings serve as a potent reminder that for founders, C-suite leaders, and investors, the future of influence lies not just in writing the book but in building the entire world around it.
If you would like to learn more, email directly for our Evolved-360 Book Impact Ecosystem Suite Information Packet: Mangusmediagroupinfo@gmail.com
If you're eager to advance your business, kickstart your book-writing journey, and develop a content ecosystem, book a 30-minute consultation here:
https://calendly.com/ghostwritingusa/mangusmediabook-kick-start-with-jeffrey-mangus
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