The other side of IT: 15 useful books and guides on marketing and project management
The Internet is full of books on marketing and project management, however, as practice shows, even reading fat best-sellers from the world's best authors does not always guarantee that the information presented will be at least somehow applied in practice. My experience suggests that when it comes to some kind of applied knowledge, it is much more useful to refer to short manuals from companies that are engaged in solving a particular task, and only then supplement them with reading more extensive literature. For the last couple of years I have been using this approach in my work (and I often work on promoting various IT projects).
There are a lot of interesting resources on my reading list (some of them are better known, some are not), so I decided to share it with the Habr audience.
Books on marketing and content creation in Russian
1) Editor's tips: how to create interesting texts , Alexander Lashkov, Dmitry Kabanov (Rockin'Robin)
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This book, written by famous Russian journalists and the founders of their own company, is intended for people who would like to make writing texts their profession. Content marketers, copywriters, journalists, editors - everyone who is on duty or plans to start working with text will find something useful for themselves. The book examines common mistakes on the example of real situations, and also gives recommendations on how to avoid them.
Quote from the book:
“A well-chosen title solves several problems at once: it attracts the attention of the audience, helps to build the structure of the material and form the necessary perception of the text. This can be achieved using simple rules for creating headings, including the use of numbers, quotations and explanations. ”
2) 100+ practical hacks for internet marketers , Evgeny Kryukov (Texterra)
On the pages of the book, almost every example is not just a theoretical argument, but the result of personal testing. Even internet marketing experts will be able to find something new in it. According to the author, the book is so full of useful tips that it will take at least a year to implement them.
Quote from the book:
“Technique” a skyscraper is one of my most effective ways to create viral content. The essence of the technique is very simple - on the websites of competitors, you need to find materials that caused a good response from the audience (scored a large number of rassharivaniy and comments), copy their idea, but implement ten times better.
3) How to use content for business promotion , Alexander Lashkov and Dmitry Kabanov (Rockin'Robin)
Content marketing is a young discipline (especially on the Runet), and therefore the problem of a lack of information on how to use this tool in specific situations is more urgent than ever. This book covers the main issues that arise for marketers, PR-specialists and business owners when it comes to content promotion. The main focus is on the problems faced by IT companies and start-ups, however, in general, the proposed solutions scale well to other industries.
Quote from the book:
“A great way of content promotion is not only the publication of some expert materials designed for professionals, but also various tutorials, lessons and help pages for beginners. People who are not professionals in any subject will be very grateful to the company that will explain to them how to solve this or that problem. ”
4) Content Marketing Management , Joe Pulitzi, Robert Rose
Recognized worldwide content marketing experts Robert Rose and Joe Pulitstsi joined forces to answer the question: where do you need to send resources to develop an effective content marketing plan, and how to make it work 100%. The book presents theoretical knowledge and practical methods of organizing the process of creating such content, which will help any business not only to get to customers, but also to form an army of loyal supporters.
Quote from the book:
“Supporters must be supported, taken care of, and ... get rid of them in time. Fan communities are like liquid. They increase in volume, shrink, connect with others and disappear. Be sure to pay attention to the changes taking place - constant monitoring of the fan community helps to achieve success. ”
5) Content Strategy Basics , Erin Kissain
Erin Kissain talks in detail about how to create the right content. The book will help to master the necessary skills and avoid the most common mistakes in the design of filling the site. "Content Strategy Basics" are distinguished by good, clear examples, practical recommendations and a structured presentation of information.
Quote from the book:
“Content is relevant when it helps users achieve their goals. The content will be all the more relevant if it helps them to feel like superheroes performing a particularly important task. Perfect content gives users everything they need, when they need it, and in the most appropriate form. ”
6) Content marketing. New methods of attracting customers in the Internet era , Michael Stelzner
The book describes in detail how to create unforgettable content and how to use the possibilities of social media to increase loyalty. The author gives valuable advice on working with texts, videos, and organizing events. This book is a useful guide for anyone who wants to master the tools of content marketing and with its help, earn the location of the Internet audience.
Quote from the book:
“By providing quality content, you give your readers what they want and attract them to you even more. The main thing - to give, not expecting anything in return. No one is obliged to answer you the same if you gave a gift. But if you give good gifts, people will not remain indifferent. ”
Project management
7) Deadline. A novel about project management , Tom DeMarco
One of the most famous and unusual books on project management. The basic elements of good management are formulated in a clear and competent language, and are presented in the unobtrusive form of a business novel. An exciting plot will keep you in suspense until the very last page, and good examples will make you look at many familiar things from a different angle.
Quote from the book:
“People always go for the heart, not the head. They will never be with you simply because you are incredibly smart. They follow you because they love you. A big heart, like a house, makes any leader a true leader. For the success of the project, trust and warm relations within the team are needed. ”
8) Flexible project and product management , Boris Wolfson
Easy to read and useful book. It briefly and in the case describes the popular project management methodology and their essence. In addition to theory, a lot of attention is paid to practical issues: business modeling, requirements management, requirements analysis, team management, timing, risk management.
Quote from the book:
"If you want to build a ship, then do not collect people to bring the forest, and do not distribute tasks, but rather awaken in them longing for the endless distance of the sea."
9) How to manage people. Ways of influencing others , Joe Owen
One of the most fundamental management work in recent years. Based on personal successful managerial experience, the author explains in detail how to solve problems with the help of other people. The book contains the most important practical information for managers at all levels. Thanks to her, you can learn to interact with people as efficiently as possible, manage your finances and achieve your goals.
Quote from the book:
“You may not know the solution to the problem, but others may know it. Even if they cannot give you a final decision, they will be able to give useful information. There are many exercises that show how effectively a group is able to find an effective solution compared to individual searches. ”
10) Management for those who do not like to manage , Devora Zack
The book will teach how to make the management process more fun, simple and calm. Vivid examples, useful exercises and irreplaceable tips will help any manager begin to effectively manage his team and, most importantly, enjoy his work.
Quote from the book:
“Let other people understand that you will be together as an adviser and support them in everything. To be a support for your team, you need to publicly thank its members for their contribution to the common cause, protect them from outside criticism and rush to help them in difficult times. ”
Resources in English
11) Project Management Principles , Paul Newton
Paul Newton has been working in IT and project management for over 30 years. Based on his rich experiences, he wrote a book. The book consists of 9 chapters, each of which consistently reveals the key success factors of project management. The book describes the project management procedures for various methodologies, presents approaches to project management, depending on the type of project.
About the author:
Paul is one of the founders of the international telephone and telegraph company ITT Corporation. In the company, he was responsible for developing and implementing a marketing strategy. His clients include Microsoft, IBM, Pfizer, Sun Microsystems, the UK Department of Defense, Barclays and many other world-renowned organizations.
12) 7 deadly sins in project management (7 Deadly Sins of Project Management) , Brad Egeland (Brad Egeland)
Most of the recommendations presented in the book are aimed at avoiding mistakes in project management. What to do to minimize risks and deviations from the plan, as well as to effectively manage change.
About the author:
Brad has more than 25 years of experience in IT, project management and organization of RMO. He is also the author of more polished expert articles and trainings. He is the author of 12 e-books on project management.
13) Lazy project manager: How to be more efficient and leave the office early
(The lazy project manager: how to be able to be twice as fast) , Peter Taylor
A find for the lazy, but smart. Peter Taylor describes how putting his own technique into practice can increase productivity. His methodology is based on the Pareto principle, which states that “20% of effort gives 80% of the result, and the remaining 80% of effort gives only 20% of the result”. The book tells you exactly what points in the field of project management need to focus efforts to achieve impressive results.
About the author:
Peter has been working in the field of project management for more than 30 years, and during this time he has collaborated with many well-known global companies. His authorship are three e-books. He teaches, works as a television announcer and business coach.
14) 25 strategies for promotion in social networks that can be implemented today (25 Actionable Social Media Strategies You Can Implement Today) , Kevan Lee (Buffer.com)
The service team for SMM analytics Buffer under the leadership of Kevan Lee has compiled a list of effective strategies for promoting on social networks such as Twitter, Pinterest, Facebook and others.
About the authors:
Buffer is a full-fledged platform for publishing in social networks and analyzing them. Works with Facebook, Twitter, Google+ and LinkedIn. The service has convenient applications for iOS and Android, as well as extensions for browsers. The paid version costs $ 10 per month. The company employs 24 specialists.
15) Complete Guide to Lead Qualification (Definitive Guide to Lead Scoring) , Marketo Service Team
Specialists of the company Marketo told, based on real experience, about everything you need to know about the lead ranking technique by its qualifications.
About the authors:
The company, founded in 2006, specializes in the developer of marketing automation software. Is a leader in this field.
Conclusion
Once again I will say that only those books (paper and electronic) that I have read over the past year and who have somehow tried to apply the material in their work got into the review, but it turned out to be not complete nonsense. Of course, my list is far from complete, but I will be glad if he helps someone to solve at least a small working task.
And, of course, I will be glad if in the comments you will leave links to other useful books resources - this way it will be possible to compile a more complete and up-to-date list.
Thanks for attention!
Source: https://habr.com/ru/post/307516/
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