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Get Content. Get Customers. How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers Hardcover – May 16, 2008


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Product Details

  • Hardcover: 200 pages
  • Publisher: Voyager Media, Inc.; 1St Edition edition (May 16, 2008)
  • Language: English
  • ISBN-10: 098018780X
  • ISBN-13: 978-0980187809
  • Product Dimensions: 9 x 6 x 0.6 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (33 customer reviews)
  • Amazon Best Sellers Rank: #1,464,671 in Books (See Top 100 in Books)

Editorial Reviews

From the Publisher

Smart marketers around the globe are using the concepts from this book to create customer-focused, innovative organizations. Bottom-line-driven multi-nationals are moving mega-bucks from traditional media to content marketing initiatives because it drives both sales and profitability.

Moreover, many practitioners have been able to eliminate traditional marketing strategies altogether. In fact, as the authors illustrate with in-depth case studies, even very traditional companies have successfully deployed content marketing strategies in print, online, and in person.

As the book proves, the transformation from traditional to content marketing often requires both a new mindset and a new skill set. Although that's easier to say than to do, we are convinced that you and your team must make that transformation.

You may be concerned about the risks of making dramatic changes in your approach to marketing within your organization. We urge you to concentrate instead on the risks inherent in failing to make the changes necessary to compete for the new breed of buyer. We all know that many otherwise-smart companies remain mired in prehistoric marketing methodologies. If you're hesitating, think once again about the fate of the dinosaurs.

We don't know what caused the dinosaurs' demise eons ago. But, when it comes to the demise of marketing dinosaurs in the twenty-first century, we know for sure what will kill them off: the failure to develop and deploy successful content marketing strategies in the face of a game-changing metamorphosis in the business environment.

Don't be a marketing dinosaur. Start implementing your content marketing strategy today, and, as they say over at Nike, "Just do it."

From the Author

Before you read this book, you may well be a skeptic about the content marketing revolution. Frankly, five years ago we were pretty much traditional marketers ourselves. Today, we are unapologetic content marketing evangelists.

That's why we have written Get Content. Get Customers. We are compelled to share the lessons that we have learned as media executives, as observers of content marketing best practices, and, ultimately, as content marketing practitioners ourselves. Of course,this book is part of our own content marketing strategy.

Although most organizations still rely primarily, if not exclusively, on traditional marketing tactics, a rapidly growing number of companies of all sizes are proving that content marketing is the one strategy that will pay dividends for their customers and for themselves.

In fact, the accelerating shift to content marketing is occurring not because it's fashionable, but because it's effective.


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Customer Reviews

The excellent case studies provide the perfect framework for marketers.
Terri Holley
Buy this book, give it a read, and you will have a better overall understanding of how to market your business.
Compay
The book guides you on how to create and execute a content marketing strategy for your business.
Ambal Balakrishnan

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Kathy A. Swank on June 19, 2008
Format: Hardcover
We had the opportunity to watch firsthand how content marketing benefitted our organization, The Greater Naples Chamber of Commerce. The book's co-author, Newt Barrett, worked with us to make significant improvements in our print and online publications. The book does a great job of telling our story and that of many organizations who are putting content marketing to work successfully.

We now have a monthly magazine, Business Currents that generates great readership and great revenue--3X as much as our old Chamber publication. Our website is getting 6X as many visitors as it did before its transformation into a content-rich online home for The Chamber.

Just as the book describes, everything came down to understanding what issues are most important to our target audience--the regional business community--and delivering relevant and valuable content consistently, month in and month out. Content marketing has benefitted our members, our community, and our organization. Content marketing really works. Our organization is living proof.
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Format: Hardcover Verified Purchase
Content marketing is a topic on everyone's lips right now, with good reason. Unless you create the compelling content your visitors deserve, your online business will be a lonely place. "Get Content. Get Customers." by Newt Barrett and Joe Pulizzi is the first book of its kind to tackle the issue of content marketing head on. If you want to stay ahead of your competitors, you need this book today!

You'll get powerful lessons from the `Best Practice Success Stories' and ways to implement them from the final section on `Putting the Lessons Into Action.'

You can become the change agent in your business. The key secret they reveal in this book revolves around the fact that people will no longer be seeking out your content. You have to find ways to get to them.

The Table of Contents is divided into four sections:
Section One: Coping With the Content Marketing Revolution
Section Two: How to Put Content Marketing to Work
Section Three: Learning from Smart Marketers--Best Practice Success Stories
Section Four: Putting the Lessons Into Action

Each section builds on the previous one. You'll learn a way to develop a set of processes that will help you put theories into real action that gets results. Both Joe and Newt walk the talk. Their blogs demonstrate the value you derive from providing readers with content they can't find anywhere else. I highly recommend this book.
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4 of 5 people found the following review helpful By Shawn Connors on July 3, 2008
Format: Hardcover
Most contemporary business books should be in the humor genre as far as small business owners are concerned. Not Get Content Get Customers, this slim book deserves your roughest treatment. Mark it up, dog ear it, spill coffee on it, and tear through it. If there was one book you could keep out of your competitors' hands, this would be the one.
With traditional media becoming less effective, and almost all our new clients telling us they looked at our Website (HopeHealth.com) before calling us -- it was time to re-think our marketing from top to bottom. Get Content Get Customers is a step-by-step "get er done" guide to making your business visible to anyone who may be interested enough to search for your ilk.
Once the rules of the road are established, the case studies are invaluable. No theories here. It's all real world, tested advice. It's clear Pulizzi and Barrett, the authors, believe in Content Marketing because the subject matter is delivered with passion, and makes for an interesting and "relevant" read.
This advice is easy-to-follow, and easy to implement. Garden variety websites, enhanced with free downloadable software are all you need. Then only your creativity is the limit to how effective your content marketing will be. Highly recommended!
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2 of 2 people found the following review helpful By Heather Schuck on February 27, 2009
Format: Hardcover
I read this book while planning a complete overhaul of my company email newsletter. I'm so glad I did! The book was extremely helpful in helping me brainstorm ideas to make our newsletters more customer friendly and content rich. I put on my "publisher's hat" and got to work with the re-launch. Here's a link to our "before" [...] and the "after" [...] . Big difference, huh? The response has been fabulous and I'm really enjoying the new interactivity we have with our customers. The more I understand their needs, the better I can serve them! Overall, the book has been a terrific asset for helping me navigate the "content revolution" that's happening in marketing today.
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5 of 7 people found the following review helpful By Bob Leonard on June 29, 2008
Format: Hardcover
I'm familiar with Barrett and Pulizzi from their blogs. And I'm a true believer in content marketing. So when I heard they had a book coming out, I was first in line to buy it. I was eager to see what kind of content they were going to deliver, and they've lived up to my expectations.

'Get Content. Get Customers.' goes well beyond the information available in their blogs, on their websites and in their print articles. These guys are high caliber professional writers and it shows. The book is a great read, but it's much more than that.

I had pens, highlighters, and those sticky page markers at hand while I read. I highlighted passages, wrote notes in the margins, and transcribed business ideas into a notebook. It reminded me of college, only I don't remember ever being as jazzed about my studies as I was devouring this book.

Barrett and Pulizzi went well beyond an academic treatise of what "content marketing" is. They took the Harvard Business School approach and told the stories of 15 different companies and how they leveraged content marketing for business success. You get all the hows and whys. The stories are fun to read and, like every well told story, they're memorable.

This book should be required reading in every business school in the country. It explains a fundamental shift in the way products and services are sold, and every person in business needs to understand it.

It belongs on every professional marketer's bookshelf - well-thumbed through and dog-eared.
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