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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing Paperback – May 20, 2009
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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 an out of print or unavailable edition of this title.
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 an out of print or unavailable edition of this title.
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I've dismissed some web marketing books that present case studies, especially when you can't determine the real impact that a particular marketing technique had on sales and branding. From Best Buy to welding equipment companies, the authors provide a thorough breakdown on the content marketing techniques used, as well as their results. Rather than offer a vague overview of their content marketing efforts, Pulizzi and Barrett tell you precisely how they made it work. Blogs, print magazines, newsletters and websites, it's all laid out for you.
After pointing out what has worked for others, the book outlines how you should identify your target audience, and offer content that caters to them. I've already been using similar techniques for years, but the authors offer an eye-opening look at how major corporations have seriously been following the trend as of late.
This isn't a how-to book filled with hundreds of little tips. Buy this book, give it a read, and you will have a better overall understanding of how to market your business. You will understand exactly how others have successfully made content marketing work for them, and their methods will inspire you to do the same. It might be the best investment you've ever made.
Content marketing does not have to be done online, and some online businesses are practicing content marketing but not inbound marketing. I think the distinctions are important to understand. If you are practicing inbound marketing, you are by default practicing content marketing, but not the other way around.
The book also has excellent examples at the end where the authors explain how the featured businesses are using content marketing. I went through the examples and found them very helpful.
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.
I can't think of a company or industry that wouldn't benefit from the power of content marketing. In a world that's changing faster than we've ever seen, consumers are smarter, have more choices, and are demanding to be educated before they buy. It's the smart companies who embrace this notion, and use content to complement their existing marketing strategy, who will thrive. Joe and Newt have done a superb job. This is THE book on marketing every company must start with.
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