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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing [Kindle Edition]

Joe Pulizzi , Newt Barrett
4.6 out of 5 stars  See all reviews (34 customer reviews)

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Book Description

Connect to customers with compelling content!

The rules of marketing have changed. Instead of loud claims of product superiority, what customers really want is valuable content that will improve their lives. Get Content Get Customers explains how to develop compelling content and seamlessly deliver it to customers— without interrupting their lives.

It’s the new way of marketing, and it’s the only way to build a loyal, engaged customer base.

“Pulizzi and Barrett have taken integrated marketing communications to the next level.... Every marketer, large or small, can use this text to build better ongoing customer relationships.”
—Don Schultz, Professor Emeritus-in-Service, Integrated Marketing Communication, Northwestern University

“Deftly navigating the worlds of PR, advertising and marketing, Joe and Newt prove that the real secret to great marketing is not a brilliant tagline, but creating compelling and useful content.”
—Rohit Bhargava, Senior Vice President of Digital Marketing, Ogilvy 360 Digital Influence, and author of Personality Not Included

Get Content Get Customers provides a play-by-play for any marketer who is serious about breaking away from the pack.”
—Greg Verdino, Chief Strategy Officer, Crayon, LLC

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.

Product Details

  • File Size: 4807 KB
  • Print Length: 224 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill; 1 edition (April 29, 2009)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B002DQW9Y4
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #461,745 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.6 out of 5 stars
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Most Helpful Customer Reviews
8 of 9 people found the following review helpful
4.0 out of 5 stars Content Marketing works! June 19, 2008
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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4 of 5 people found the following review helpful
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
5.0 out of 5 stars Best Business Book For Small Business July 3, 2008
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 ( 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
5.0 out of 5 stars Excellent guide to navigating the "content revolution" February 27, 2009
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
5.0 out of 5 stars Must Reading for Everybody in Marketing June 29, 2008
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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Most Recent Customer Reviews
4.0 out of 5 stars Four Stars
an ok book
Published 3 months ago by Kathleen Wheeler
5.0 out of 5 stars Puluzzi is a master
I've read both his books on content and content strategy, and I'm in the field. His books are wonderfully simple and reliable. Read more
Published 16 months ago by D. Bratman
4.0 out of 5 stars Good information throughout and great to reference as needed
Marketing has changed significantly over the last four years and having a much more significant impact on lead and revenue generation for organizations. Read more
Published 20 months ago by Mary
3.0 out of 5 stars Nothing new in this book. Content marketing is old hat now.
Goes over all the same stuff that has been written about before.

No new ideas, approaches or techniques.

Find and download free ebooklets, etc. Read more
Published on February 19, 2012 by Dr. Lance D. Chambers
4.0 out of 5 stars A good intro into "what is social media"
For those of us who are joining the 'social media revolution' later...

A good framing of what social media is and how it can interplay with our old school marketing... Read more
Published on December 29, 2010 by R. Anderson
5.0 out of 5 stars Excellent Book On Content Marketing
If you are a business owner or in charge of marketing for a business, you need to understand content marketing, and this book does an excellent job. Read more
Published on April 18, 2010 by Bret L. Simmons
5.0 out of 5 stars These Guys Have Seen the Writing on the Wall
I've been in the web industry for a decade, and this is easily one of the best books at spotting a major internet trend change. Read more
Published on March 8, 2010 by Compay
5.0 out of 5 stars Perfect book for 21st century marketers
It is getting harder and harder to attract prospects and customers. This book provides the perfect recipe for generating high quality leads and creating a community of enthusiasts... Read more
Published on January 1, 2010 by Terri Holley
5.0 out of 5 stars How Marketing Has Changed & New Opportunities for Businesses
Get Content Get Customers offers a keen looking into how marketing has changed, and how businesses of any size can leverage new opportunities afforded by the web and social media. Read more
Published on January 1, 2010 by Happy Customer
5.0 out of 5 stars Calling All Marketing Execs, Wake Up!
Many business books will give you everything you need to know in the first pages of the introduction. The rest is filler to sell books. Not the case with Get Content Get Customers. Read more
Published on October 7, 2009 by Kevin Lund
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