- Paperback: 224 pages
- Publisher: McGraw-Hill Professional; Original edition (1 Jun 2009)
- Language English
- ISBN-10: 0071625747
- ISBN-13: 978-0071625746
- Product Dimensions: 23 x 15.5 x 1.5 cm
- Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
- Amazon Bestsellers Rank: 491,468 in Books (See Top 100 in Books)
- See Complete Table of Contents
Get Content Get Customers
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Product Description
Product 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
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.
Inside This Book
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Customer Reviews
Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Hardcover
Newspapers and TV are declining - the figures every month prove it. The content revolution is definitely here, brought about by people using the internet instead of the old school media to find things out. Companies used to advertising in the old media have a problem as its effectiveness declines. This book says companies should employ journalists to produce (almost) unbiased content to make their websites genuinely useful in their particular areas of expertise. It even says they should go further and publish their OWN magazines and the like. It raises an interesting question for me: Is it really better having companies producing editorial like this at the expense of newspapers and magazines, with their long-held standards of impartiality and thoroughness? Should information really be free? (Ask a war journalist and see what they say.) But away from the philosophising, for companies with websites and the web agencies that build them, "Get Content Get Customers" is a value-packed read. As a rallying call against dull "brochure-ware" company sites ("We were founded in 2002, we have three divisions, we are headed by some talented people blah blah blah"), this short, very practical book is fantastic.
1 of 1 people found the following review helpful
Format:Hardcover
This book discusses the shift away from reliance by businesses on `traditional' marketing methods like advertising and sponsorship, and how they can leverage their ability to reach and communicate with many people at the same time using the internet. The recurring message is of the need for businesses to provide high quality content to all their online visitors in order to convert them to customers, and continue to keep them as happy customers.
There are four main sections: Coping with the Content Marketing Revolution; How to Put Content Marketing to Work; Learning from Smart Marketers; and Putting the Lessons into Action.
It's well-organised and easy to read, with plenty of before and after examples as well as website screenshots. There are 16 `best practice success stories' taken from large corporations right down to small one-person businesses right across the world. The authors present a diverse range of business types to illustrate how their principles apply to all.
Reading the case studies will both give you ideas and help you decide which types of content to use for your business situation, both offline and online. Chapter 4 (How to Select the Content Types that Best Match Your Strategy) provides a helpful list and brief descriptions of several options including blogging, newsletters, e-books, podcasts and video.
The final chapter takes us through an in-depth case study, using a fictitious company, as they develop their content marketing strategy from start to finish. Following the same steps will enable you to do the same for your business.
Get Content. Get Customers. shows us that there are many different ways to be in closer contact with our clients and prospects without the need for massive corporate budgets of old. The lessons for businesses online are just as relevant today as when the book was published (in 2008) - probably even more so.
If you've ever wondered what type of content to produce for your business and how to present it online, I recommend you read this book.
There are four main sections: Coping with the Content Marketing Revolution; How to Put Content Marketing to Work; Learning from Smart Marketers; and Putting the Lessons into Action.
It's well-organised and easy to read, with plenty of before and after examples as well as website screenshots. There are 16 `best practice success stories' taken from large corporations right down to small one-person businesses right across the world. The authors present a diverse range of business types to illustrate how their principles apply to all.
Reading the case studies will both give you ideas and help you decide which types of content to use for your business situation, both offline and online. Chapter 4 (How to Select the Content Types that Best Match Your Strategy) provides a helpful list and brief descriptions of several options including blogging, newsletters, e-books, podcasts and video.
The final chapter takes us through an in-depth case study, using a fictitious company, as they develop their content marketing strategy from start to finish. Following the same steps will enable you to do the same for your business.
Get Content. Get Customers. shows us that there are many different ways to be in closer contact with our clients and prospects without the need for massive corporate budgets of old. The lessons for businesses online are just as relevant today as when the book was published (in 2008) - probably even more so.
If you've ever wondered what type of content to produce for your business and how to present it online, I recommend you read this book.
Format:Hardcover
You are only as good as people perceive you to be!
This ook is all about projecting a professional image through your website and related technologies
This ook is all about projecting a professional image through your website and related technologies
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