Two Bristol businesswomen behind a book considered to be pivotal in changing the way small firms across the world market themselves online have launched its second edition.
Sonja Jefferson and Sharon Tanton wrote Valuable Content Marketing because of a dearth of information for smaller business owners wanting to harness the potential of the internet.
The first edition, published in January 2013, has since sold in 26 countries worldwide, was named marketing book of the year by Small Business Trends, earned a top review in the New York Journal of Books and hundreds of other glowing reviews from business people themselves. 
Sonja, a content marketing consultant and trainer with a background in professional sales, founded the Bristol-headquartered business Valuable Content in 2000.
Based at Spike Island, it provides a new way of helping entrepreneurs and marketers in small businesses learn how to use the web to attract the work they want.
Pictured, from left: Sonja Jefferson and Sharon Tanton at the book launch at Spike Island
She said: “At the time there were books in the US and some marketing information around but nothing that spoke directly to small business owners. We were working with great people and knew our approach was working well – so we thought, why not?
“There is no way we foresaw the impact it would have across the world. When I think that the book has been sold in places like Lithuania and Romania, Egypt and Saudi Arabia, I can’t quite believe it.”
Because the world of content marketing and online selling changes at a rapid pace, the new edition has been updated with new tips and strategies to ensure businesses can keep up with the change.
Inspiration in the book comes from companies of all sizes – from small Bristol firms such as software development from Desynit and eating-out app Wriggle to global giants like HSBC.
Sharon, a copywriter with a background in crafting stories, added: “When we wrote the first one, content marketing was still a bit of an unknown force in the UK so we wanted to write something that captured the energy of the approach, and talked the way our clients talked.
“Now, of course, that has changed – and soon after we published the first edition it did seem like all of a sudden the terminology and concepts we were talking about became mainstream.”
According to the numerous five-star reviews on Amazon, the book’s success can also be attributed to its ‘no-nonsense’ approach and lack of jargon. It is also acclaimed as being ‘human’ and fun, which means that reading it is not a chore or confusing for busy SME marketers and business owners.
Sonja said: “We have learned a lot in the last few years and the new edition is written for the market now. We wanted a chance to give people the benefit of this too and, in fact, took the opportunity to include loads more amazing case studies that tell their stories with ideas to steal, loads more resources and up-to-date info on web tech and social media platforms.
“There are more resources and templates, ideas to help planning and writing, and a new section that is a 10-step approach to developing an effective content strategy.”
There is a new foreword from ‘content king’ Doug Kessler, who is eminent in the content world, and an outstanding review from American marketing guru Chris Brogan. The pair have also just been selected to run the social media course for the prestigious Tech City Digital Business Academy.
Sharon said: “I think this time round our confidence comes out more.
We’re bolder now, and more inclined to stand up for what we believe. We can just say, ‘stop doing rubbish marketing that annoys your customers – create something helpful, useful or beautiful or don’t bother.
“Content marketing isn’t a way of shifting products, it’s a way of forging better relationships with customers. And better relationships make for better business.
“Let’s face it, life is too short to be wasting your time if you don’t believe in what you’re doing, and if you’re not happy you’re not going to make others feel the love – sometimes realising this simple truth can be the turning point for change.”
Valuable Content Marketing, published by Kogan Page, is available through Amazon, other online and high street booksellers.
