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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing Paperback – May 20, 2009
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About the Author
Joe Pulizzi is founder and chief content officer for Junta42, the leading online resource for content marketing.
Newt Barrett is president of Content Marketing Strategies, a firm that helps businesses market their products and services through relevant content.
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It isn't a matter that the information isn't good - it is - it's just that you must understand that a lot has changed and developed since these authors sat down and wrote this book. As the Foreward states: "Marketing is moving online at a breakneck pace." Nevertheless, there are interesting examples of success stories and it's fun to go online and see what those businesses are doing now.
If you're interested in reading what is now considered general principles, common knowledge that's well written, a look back at where we were just 8 years ago, this is the book for you! I'm enjoying it for exactly that reason, not for any "aha!" moments. If we were back in 2008, I'd give this 5 stars.
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.
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