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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit Hardcover – September 13, 2017
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From the Back Cover
About the Author
Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe's third book, Epic Content Marketing was named one of "Five Must Read Business Books of the Year" by Fortune Magazine. His fourth book, Content Inc., has been a top direct marketing best-seller since September of 2015. Joe has also co-authored two other books, Get Content Get Customers and Managing Content Marketing. Joe has spoken at more than 400 locations in 16 countries advancing the practice of content marketing.
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The book isn’t suggesting that you abandon your core business model and become an organization that generates revenue the way a traditional media company does. Nor is it suggesting that you should abandon your paid and earned media efforts. For most organizations, there will always be a benefit to those channels.
But what the authors are suggesting is that businesses today also need a profit-generating owned media strategy that will give you an unfair competitive advantage.
The book goes on to outline how a traditional company, who has been marketing in more traditional ways, can turn their marketing focus/efforts on its side and come out with a model of generating revenue from their marketing efforts.
As with anything Joe and Robert do – I’m a fan. I think they’re insightful thinkers who have walked out what they teach (check out the Content Marketing Institute site) and continue to refine their viewpoint as things evolve.
Check out the book. Re-think your plan for 2018. Begin to build your channel and the equity it can bring your organization.
VALUABLE content as marketing simply makes sense. And to be frank, this book is a perfect example of it. Through this book, the authors are building an incredibly engaged audience of people related as closely as it gets to the market they're in while making a profit from selling the content in the book.
Great way to lead by example guys!