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

Joe Pulizzi (Author), Newt Barrett (Author)

Book Description

Publication Date: April 29, 2009

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." --This text refers to the Hardcover edition.

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. --This text refers to the Hardcover edition.

See all Editorial Reviews

Product Details

• Paperback: 224 pages
• Publisher: McGraw-Hill; 1 edition (April 29, 2009)
• Language: English
• ISBN-10: 0071625747
• ISBN-13: 978-0071625746
• Product Dimensions: 9 x 6.1 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (32 customer reviews)
• Amazon Best Sellers Rank: #337,277 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

11 of 14 people found the following review helpful:

5.0 out of 5 stars Finally, a book that explains how I can put content marketing to work, June 7, 2008

By 

maxbookfan (Ohio, USA) - See all my reviews

This review is from: Get Content. Get Customers. How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers (Hardcover)

I have been hearing that content is king for years, but now I understand how that applies in a world where buyers hate all the advertising that bombards them. That explains why our traditional marketing efforts don't work anymore and why we need a new content marketig approach.
My biggest aha from the book is that moving to an effective content marketing strategy means changing the way you think--but may be even less expensive than old-fashioned advertising and marketing.
Get Content. Get Customers. shows how and why changes in old-line media, buyer behavior, and technology have empowered--and required--smart marketers to "think like publishers" as the authors put it. That means understanding what problems and solutions are absolutely critical to your customers and providing rich content that provides meaningful answer to those challenges.
I loved the case studies which detail how content marketing has paid off on the bottom-line from a one person kitchen designer to Best Buy, a multi-billion dollar seller of kitchen appliances and high-end electronics. Every case study offers ideas that even small companies can put into practice.
Finally, the book provides a step by step illustration of how a hypothetical company can roll out a content marketing strategy that will really pay off.

4 of 5 people found the following review helpful:

4.0 out of 5 stars Content Marketing works!, June 19, 2008

By 

Kathy A. Swank "Kathy S" (Naples, FL USA) - See all my reviews
(REAL NAME)   

This review is from: Get Content. Get Customers. How to use content marketing to deliver relevant, valuable, and compelling information that turns prospects into buyers (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.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Perfect book for 21st century marketers, January 1, 2010

By 

Terri Holley "TH" (Spencerville, Maryland USA) - See all my reviews

Amazon Verified Purchase

This review is from: Get Content Get Customers: Turn Prospects into Buyers with Content Marketing (Paperback)

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 around your brand, products and services. The excellent case studies provide the perfect framework for marketers. If you are a social media marketer, add this book to your must-read list.